ABSTRACT
Purpose Health authorities have introduced non-pharmaceutical interventions (NPIs) with the aim of reducing the spread of viruses. Against the backdrop of social marketing, normative and utility theories, the purpose of the paper is to examine the relationships between user centric measures such as perceived effectiveness, user satisfaction, and value for effort on intentions to continue to use NPIs. Furthermore, the moderating role of value for effort on user satisfaction and, subsequently, intentions to continue to use NPIs was also considered. Design/methodology/approach A cross-sectional online survey was completed in British Columbia, Canada (N = 287). Analysis was done with partial least squares structural equation modeling. Findings The results show that the relationships between user centric measures are positive and significant on intentions to continue to use NPIs. Furthermore, value for effort moderated the relationship between user satisfaction and intentions to continue to use NPIs - but the relationship was negative. Thus, the higher values of the value for effort construct cause the relationship between user satisfaction and reuse intention to somewhat diminish. Originality/value The results confirm the positive and significant relationships between user centric measures in the context of the use of NPIs and introduce a new understanding of the effect of value for effort on the relationship between user satisfaction and intentions to use NPIs. This enables health officials to better understand how to encourage the use of NPIs.
ABSTRACT
Purpose: Against the backdrop of the technology acceptance model (TAM), theory of reasoned action, and social impact theory the purpose of this research is to examine the validity of the TAM and assess the impact of social influence on the usage of NPIs in order to determine how best to encourage people to engage in the use of NPIs. Design/methodology/approach: A survey instrument was used to gather data with a snowball sampling method from Canadian respondents. The survey questionnaire items were adapted from existing literature. Data analysis was done using PLS-SEM. Findings: The results indicate that the TAM framework is applicable in the context of the use of NPIs with the COVID-19 outbreak as all TAM relationships were positive and significant. In addition, the results show a positive and significant impact of social influence on perceived usefulness, attitudes, and behavioral intentions towards the usage of NPIs. Thus, social forces can be considered relevant when understanding the adoption of technology. Originality/value: This research gives a better understanding of how social influence impacts adoption of behavior, such as the use of NPIs, and can be used to support the use of NPIs to decrease the spreading of viruses.