Home⇛Recoletos Multidisciplinary Research Journal⇛vol. 13 no. 2 (2025)

Determinants of Switching Intentions to E-Health Services among Healthcare Service Users: A Push–Pull–Mooring Perspective from Islamabad, Pakistan

Mariam Dilawar | Collins Dodzi Dzitse | Inaya Siddiqui

Discipline: healthcare science (non-specific)

 

Abstract:

Background: Technology has reshaped healthcare delivery, particularly during and after the COVID-19 pandemic, by providing faster, safer, and more accessible alternatives to in-person care. However, there is limited evidence on the factors and behavioral drivers of e-health adoption in Pakistan. This study investigates the factors influencing switching intentions among healthcare users in Islamabad, Pakistan. Methods: A quantitative cross-sectional survey was conducted to collect data from 930 healthcare service users in Islamabad, Pakistan. Structural Equation Modelling (SEM) was used to test the hypothesized relationships. Results: The findings revealed that the push factors of inconvenience (0.251) and perceived risk (-0.221) and the mooring factors of trust (0.442) and switching cost (− 0.211) were significantly associated with switching intentions (p< 0.05), whereas the pull factors of ubiquitous care and opportunity for alternatives had no significant relationship with the switching intentions of healthcare service users. Conclusion: The study concludes that inconvenience with traditional hospital services, risk perceptions, trust in e-services, and perceived switching costs are key drivers of e-health adoption in Islamabad. These findings underscore the need for user-centered digital health strategies that address both infrastructural and behavioral concerns to accelerate equitable healthcare transformation in the new era of technological development.



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