Exploring home health-care robots adoption in Malaysia: extending the UTAUT model

Purpose This study aims to examine the possible factors affecting Malaysians’ intention to adopt new technology such as home health-care robots (HHRs) based on the extended unified theory of acceptance and use of technology (UTAUT) model. The variable price, awareness and alternative attractiveness were added since HHRs is a new technology in Malaysia. Design/methodology/approach This study collected the self-administered questionnaire from 316 respondents who are currently taking care of elderly or disabled people at home. The UTAUT variables, price and awareness were the predictors, and the intention to adopt HHRs was the independent variable, with alternative attractiveness as the moderator. The partial least squares structural equation modeling was used for analysis of the measurement model and the structural model of this study. Findings The results show that performance expectancy, social influence, facilitating conditions, price and awareness significantly and positively affect Malaysians’ intention to adopt HHRs. Alternative attractiveness moderates the relationship between price and intention to adopt HHRs. Research limitations/implications The findings provide insights to marketers, managers and policymakers in identifying the right strategies to promote HHRs and thus, solving the problem of scarcity in caretakers for elderly and disabled people. Originality/value This study adds value to the current literature by integrating price and awareness constructs with the UTAUT model. This study also examines the moderating effect of alternative attractiveness on the intention to adopt HHRs, which is still limited but significant for developing nations.