Technology-enabled cure and care: An application of innovation resistance theory to telemedicine apps in an emerging market context

Technology-enabled innovations are no longer sector-specific interventions; perhaps they are ubiquitous across businesses. Due to the uneven proliferation of mobile-driven innovations in emerging markets, the current research aims to determine the impediments to purchasing and continued intention to use telemedicine apps. The research model comprises five barriers from the innovation resistance theory, brand love, and continuance intention. Additionally, trust is used as a moderator in the hypothesized relationships. The mixed-method approach, in combination with covariance-based and partial-least square structural equation modelling was employed. Five barriers and two behavioral constructs were acknowledged based on qualitative personal in-terviews with telemedicine app users. The findings demonstrate that all five barriers significantly deter purchase intention, brand love, and continuance intention, while the usage barrier poses the most vigorous resistance. Trust significantly moderates the association between all five barriers and purchase intention. It was also found that purchase intention positively impacts brand love and continuance intention. The study contributes to the growing body of literature by conceptualizing a framework incorporating innovation barriers, purchase inten-tion, brand love, trust, and continued intention for telemedicine apps. The study presents managerial implica-tions for consumer researchers, marketers, policymakers, and technology professionals dealing with telemedicine apps.