Intention to Use Online Medical Platforms: An Extended UTAUT Model Perspective

This study advances the Unified Theory of Acceptance and Use of Technology (UTAUT) by integrating Individual Innovativeness (II) and Perceived Risk (PR) to explore users' Behavioral Intention (BI) toward online healthcare platforms. Structural Equation Modeling (SEM) analysis shows that Performance Expectancy (PE), Effort Expectancy (EE), Social Influence (SI), Facilitating Conditions (FC), and II all exert a positive effect on BI, whereas PR has a negative effect. Moreover, EE positively affects both PE and II, indicating that platform ease of use elevates performance expectations and fosters innovativeness. Mediation analysis further confirms that II acts as a partial mediator in the relationships between EE and BI, as well as between PR and BI. Contrary to expectations, PR negatively influences II, indicating that higher perceived risk inhibits users’ innovativeness. These findings highlight II’s dual role in facilitating technology adoption and mitigating risk perceptions, offering a new perspective on the UTAUT model and providing theoretical and practical insights for optimizing online healthcare platforms.