Exploring Trust-Based Service Value Chain Framework in Tele-healthcare Services

Tele-heatlhcare services extending healthcare services from medical perspective of treatment and diagnosis to enhance holistic wellness of individuals, have been widely recognized by healthcare providers. This study explored the trust in the healthcare providers to generate the trust-based service value chain framework in tele-healthcare services. We report the results of survey from 1304 members of a district hospital in 7 villages in two townships of a county in the middle of Taiwan. Four motivations were identified from literature review in the study, which are the perception of tele-healthcare value, the perception of medical value, social influence, and effort expectancy. These motivators were used to predict the intention of using tele-healthcare services provided by the service provider. We employed trust as a mediator in this framework. From the statistical analysis, we obtain the following results: (1) the relationship between effort expectancy and intention to use is mediated by the trust in the service provider (2) Social influence insignificantly affects trust; however, it significantly affects the intention to use tele-healthcare services; (3) The perceived benefits and medical value are significantly mediated by calculation-based trust in the service provider. From these findings, we suggest that trust built is critical for service value co-creation stage in tele-healthcare services.