Both sides of the screen: A dual-sided model of telemedicine adoption through extended UTAUT2

Research on telemedicine adoption often exhibits a fragmented approach, analyzing patients and healthcare professionals separately. This study addresses that gap by jointly assessing the acceptance of telemedicine in Spain, a country characterized by a low conversion rate from intention to use to actual adoption. An extended UTAUT2 model was applied, incorporating contextual variables such as Trust, Personal Innovativeness, Word of Mouth, and Novelty. Based on a cross-sectional quantitative design with 684 participants (203 professionals and 481 patients), the model demonstrated a high explanatory power for usage intention (adjusted R² = 0.800). The findings confirm that Performance Expectancy, Hedonic Motivation, and Habit are significant predictors for both groups. Likewise, the contextual variables Trust, Personal Innovativeness, and Novelty had a positive and significant impact. In contrast, Effort Expectancy, Social Influence, and Facilitating Conditions were not significant, while Perceived Price Value showed a negative effect. A multi-group analysis revealed that Performance Expectancy and Trust exert a significantly greater influence on usage intention among healthcare professionals. These findings validate the extended model in healthcare contexts with dual user profiles, challenge the universal applicability of certain UTAUT2 constructs in digitally mature environments, and underscore the need for differentiated implementation strategies based on user profile.