Impact of Perceived Convenience and Risk on Consumer Intention to Use App-Based Laboratory Home-Sampling in Karachi

Abstract

Objective: This study aims to investigate the factors driving consumer intention to use app-based laboratory home-sampling services within Karachi’s pharmaceutical sector. Specifically, it examines the impact of perceived convenience and digital promotional offers on consumer behavioral intention, while assessing the mediating role of consumer attitude toward online healthcare services and the moderating influence of cyber-security risk

Design/Methodology/Approach: Grounded in an integrated framework of the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) and the Theory of Reasoned Action (TRA), this study adopts a quantitative, cross-sectional research design. Data were collected via an online survey from 312 respondents in Karachi using a non-probability purposive sampling technique. The conceptual model was tested using Partial Least Squares Structural Equation Modeling (PLS-SEM) via Smart PLS 4.0.

Findings: The results reveal that perceived convenience and digital promotional offers significantly and positively influence both consumer attitude and behavioral intention. Consumer attitude acts as a significant mediator in these relationships. Critically, cyber-security risk is found to exert a significant negative moderating effect on the relationship between consumer attitude and behavioral intention, indicating that high perceived data privacy threats dampen consumers' willingness to adopt digital health applications, even when their underlying attitude is favourable

Practical Implications:  For health-tech entrepreneurs, diagnostic laboratories, and pharmaceutical marketers, the findings highlight the necessity of optimizing app convenience and leveraging digital promotional offers. Crucially, marketers must prioritize robust cybersecurity infrastructure and transparently communicate data protection policies to consumers, as mitigating cyber-risk is essential for converting positive attitudes into actual usage.

Originality/Value:  This study extends the existing digital health literature by synergizing UTAUT2 and TRA within the under-researched context of app-based laboratory diagnostics in an emerging economy. It uniquely introduces cyber-security risk as a boundary condition, providing a nuanced understanding of how digital threats override technological and economic benefits in the adoption of sensitive healthcare technologies.

Keywords: App-based laboratory home-sampling, Consumer behavioural intention, Cyber-security risk, Digital promotional offers, pharmaceutical sector, UTAUT2, TRA.