DIGITAL LITERACY AS THE MISSING LINK: A MULTITHEORETICAL APPROACH TO HEALTHCARE TECHNOLOGY ADOPTION

Abstract

This study examined the mediating role of digital literacy in the relationship between perceived value, trust, and convenience, and consumer behaviour in the adoption of digital healthcare services in Malaysia. A comprehensive framework was developed by integrating elements from three established models: the Technology Acceptance Model, the Unified Theory of Acceptance and Use of Technology, and the Value-Based Adoption Model. Data were collected from 351 Malaysian respondents and analysed using structural equation modeling with bootstrapped mediation techniques. The findings revealed that digital literacy significantly mediated the effects of perceived value, trust, and convenience on consumer behaviour. These results suggested that individuals were more likely to adopt digital healthcare services when they possessed higher levels of digital competence, influenced by their perceptions of value, credibility, and ease of use. The study provided critical insights for system designers and policymakers to improve user adoption by enhancing digital skills and simplifying healthcare platforms. These outcomes were particularly relevant for culturally and demographically diverse populations in developing economies.