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The COVID-19 pandemic has resulted in an unexpected rise in the use of virtual care, with four crores of new users joining the virtual care services. Retaining these new users would pave the way for the widespread usage of virtual care, which would undoubtedly boost the healthcare industry, especially in an emerging economy like India, which has a population of 1.39 billion people. This paper attempts to determine what factors influence virtual care continuation intention in the post-COVID world among individuals who began utilizing virtual care during COVID-19. The study employed the theoretical scaffoldings of the theory of planned behavior to fulfill the motive. This cross-sectional study is based on a survey conducted among 321 Indians who have commenced using virtual care services amidst COVID-19. The outcomes of a two-staged Covariance-Based Structural Equation Modeling revealed that perceived benefits, attitude, subjective norm and perceived behavioral control substantially impact virtual care continuance intention. The study has managerial implications for healthcare marketers that help manipulate virtual care continuance intention in the post-pandemic world.

Predicting virtual care continuance intention in the post-COVID world: Empirical evidence from an emerging economy