Switching attitudes of Taiwanese middle-aged and elderly patients toward cloud healthcare services: An exploratory study

As Taiwan society ages, the demand for the cloud healthcare services is rising, particularly among middle-aged and elderly patients, since it enables people to live independently and easily access healthcare services. However, the literature directly related to middle-aged and elderly patients' attitudes toward cloud healthcare services is scant. This study develops an extended push-pull-mooring-habit (PPMH) model in order to better understand the switching intentions of middle-aged and elderly patients toward the cloud healthcare service. The results show that push effects such as low satisfaction/commitment, mooring effects such as low privacy/security, low trust, high switching costs, and habit effects along with pull effects, such as personalized care, ubiquitous care and responsiveness, all have significant effects on individual intention to switch to cloud healthcare services. Our findings will aid cloud healthcare service providers, marketers, and government health officials in understanding the intention of middle-aged and elderly patients to switch to cloud healthcare services and in developing related theories, services, and regulations.