Unlocking online healthcare platform adoption: Decoding the "Key of CSR" through mixed methods integration of technology acceptance model mechanisms and privacy barriers

With the rise in public health awareness and the rapid development of digital healthcare services, users' perceptions of platform corporate social responsibility (PCSR) have become an important factor influencing behavioral intention (BI) to use online healthcare platforms.

Drawing upon the technology acceptance model (TAM) and customer perceived value (CPV) theory, this study develops a moderated mediation model in which perceived ease of use (PEU) and perceived usefulness (PU) mediate the relationship between PCSR and BI, while privacy concerns (PCs) moderate this relationship. A mixed-methods approach is adopted, integrating structural equation modeling (SEM) with necessary condition analysis (NCA), to examine both the sufficiency and necessity of the proposed conditions.

The SEM results indicate that PCSR positively affects BI both directly and indirectly via PEU and PU. In addition, PC significantly weakens the positive effect of PCSR on BI. The NCA results further reveal that PU and PCSR are necessary conditions for users' intention to use online healthcare platforms.

This study advances the theoretical understanding of TAM in high-sensitivity service contexts, expands the application of PCSR in the domain of digital health, and provides actionable insights for online healthcare platforms seeking to enhance user engagement through socially responsible and privacy-aware strategies.