{"title":"Analyzing the barriers and motivators associated with the adoption of health-care apps among the rural population.","authors":"Rambalak Yadav","doi":"10.1080/07359683.2025.2561334","DOIUrl":null,"url":null,"abstract":"<p><p>Health-care apps have become a boon for individuals, offering easy access to doctors, record maintenance, and health tracking. However, the research on healthcare apps among the rural population is scarce. The present research comprehends the motivators and barriers associated with healthcare app adoption among the rural population. Using a generic qualitative research design with roots in an interpretivist paradigm, the study was conducted with the help of semi-structured interviews collected from the rural population and analyzed using thematic analysis. A total of 21 responses were collected using a semi-structured interview. The findings reported perceived usefulness, ease of access, and trust in these apps as the motivation for adoption of health-care apps. In contrast, aversion to change, lack of awareness, and complexity of healthcare apps were identified as barriers. The insights provide several implications for policymakers seeking to expand the reach of health-care apps among rural populations.</p>","PeriodicalId":36008,"journal":{"name":"Health Marketing Quarterly","volume":" ","pages":"343-352"},"PeriodicalIF":1.6000,"publicationDate":"2025-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Health Marketing Quarterly","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/07359683.2025.2561334","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"2025/9/22 0:00:00","PubModel":"Epub","JCR":"Q3","JCRName":"Health Professions","Score":null,"Total":0}
引用次数: 0
Abstract
Health-care apps have become a boon for individuals, offering easy access to doctors, record maintenance, and health tracking. However, the research on healthcare apps among the rural population is scarce. The present research comprehends the motivators and barriers associated with healthcare app adoption among the rural population. Using a generic qualitative research design with roots in an interpretivist paradigm, the study was conducted with the help of semi-structured interviews collected from the rural population and analyzed using thematic analysis. A total of 21 responses were collected using a semi-structured interview. The findings reported perceived usefulness, ease of access, and trust in these apps as the motivation for adoption of health-care apps. In contrast, aversion to change, lack of awareness, and complexity of healthcare apps were identified as barriers. The insights provide several implications for policymakers seeking to expand the reach of health-care apps among rural populations.
期刊介绍：
Health Marketing Quarterly is directed at academicians and practitioners who are concerned with the concepts, practice, and research of health care marketing in today"s complex environment. The journal addresses important contemporary issues in the use of marketing by health care organizations like hospitals, individual practitioners, and public health care organizations. This includes the use of marketing to promote, position, deter, enhance health care organizations/issues, and the development of the marketing literature on both a conceptual and empirical basis.
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