ABSTRACT
As the COVID-19 pandemic progressed, the resulting demand for telemedicine services increased. This research empirically examines the role of trust, privacy concerns, and perceived usefulness in customer confirmation, satisfaction, and continuing intention in telemedicine. A typology of trust was employed to classify trust into three dimensions and explore the mediating role of the three dimensions of trust in the relationship between satisfaction, perceived usefulness, and continued intention. We also examined the moderating role of personal privacy concerns in the relationship between trust and continued intention. For this study, we developed a structural equation model based on expectation confirmation theory and analyzed 465 questionnaires from Chinese online users. The expectancy confirmation theory (ECT) was reaffirmed by empirical evidence. The results showed that the relationship between perceived usefulness and satisfaction with continued intention is moderated by the three dimensions of trust. Privacy concerns can negatively moderate the relationship between structural assurance-based trust and continued intention. This study also identified potential threats to telehealth market growth alongside new insights.