s4 Final Project Report - Acca Marim Mathew
s4 Final Project Report - Acca Marim Mathew
s4 Final Project Report - Acca Marim Mathew
On
A STUDY ON SENIOR CONSUMER ATTITUDE TOWARDS e-
SANJEEVANI APPLICATION/WEBSITE USING TRICOMPONENT
MODEL WITH SPECIAL REFERENCE TO THIRUVARPPU
PANCHAYAT
Submitted in Partial Fulfilment of the Requirement for the
Award of the Degree of
Master of Business Administration
Of
APJ Abdul Kalam Technological University,
Thiruvananthapuram,
Kerala
Submitted by
ACCA MARIAM MATHEW
Reg. No: MGP22PMB004
Course Code: 21MBA352
Semester 4,
2022-24
DEPARTMENT OF MBA
(NBA Accredited MBA Programme)
(Affiliated to APJ Abdul Kalam Technological University, Kerala & Approved by AICTE)
CERTIFICATE
This is to certify that the Comprehensive Project report titled “A Study on Senior Consumer
Attitude Towards e-Sanjeevani Application/Website using Tri-Component Model with Special
Reference to Thiruvaarppu Panchayat”, is a Bonafide record of the work done by Ms. Acca
Mariam Mathew, 4th-semester M.B.A student of Department of Business Administration, Saintgits
College of Engineering (Autonomous), submitted in partial fulfilment of the requirements for the
award of the Master’s degree in Business Administration of APJ Abdul Kalam Technological
University, Thiruvananthapuram, Kerala.
Examiner 1 Examiner 2
Examiner 3 Chairman
CAMPUS
Kottukulam Hills,Pathamuttom P.O., Kottayam –686532,Kerala| Tel: +912430349,2436169,2436170|
[email protected]
CORPORATE OFFICE
IIIrd Floor, Unity Building, K.K. Road, Kottayam –686002, Kerala| Tel: +914812584330, 2300365| [email protected]
Place: Pathamuttom
i
ACKNOWLEDGEMENT
Through this acknowledgement, I express my sincere gratitude towards all those people
who helped me in this project, which has been a learning experience. This space would not
be enough to extend my sincere gratitude towards my project guide, Dr. Elgin Alexander,
Associate Professor for his efforts in coordinating with my work and guiding me in the
right direction.
I escalate a heartfelt regard to our Associate Dean of the Institution Dr. Jose Joy Thoppan,
for giving me the essential hand in concluding this work. I sincerely thank the owners and
the top-level officials of selected industrial units, without whom this study would not be
possible.
I am also deeply thankful to Dr. Elgin Alexander, Head of Department at Saintgits Institute
of Management, for his guidance and support.
Additionally, I would like to express my gratitude to all the faculty members of the
department who have provided their support and encouragement towards my project
It would be an injustice to proceed without acknowledging the vital support I received from
my beloved classmates and friends, without whom I would have been half-done.
I also use this space to offer my sincere love to my parents and all others who had been
there, helping me walk through this work.
ii
LIST OF CONTENTS
iii
LIST OF TABLES
TABLE PAGE
TITLE
NO. NO.
5.1 Descriptive Statistics of Cognitive Beliefs 17
5.2 Descriptive Statistics of Affective Feelings 18
5.3 Descriptive Statistics of Behavioural Intentions 18
5.4 Descriptive Statistics of Facilitating Factors 19
5.5 Frequency Table Showing the Gender of the Respondents 20
Frequency Table Showing the Educational Qualification of
5.6 21
the Respondents
Frequency Table Showing the Family Composition of the
5.7 22
Respondents
5.8 Frequency Table Showing the Internet Access 23
5.9 Frequency Table Showing the Usage of the Internet 24
5.10 Frequency Table Showing the Access to Devices 25
Frequency Table Showing the Digital Literacy of the
5.11 26
Respondents
5.12 Frequency Table Showing the Frequency of Hospital Visits 27
Frequency Table Showing the Telemedicine Usage Among
5.13 28
the Respondents' Friends & Family Members
Frequency Table Showing the Respondents' Awareness of e-
5.14 29
Sanjeevani Application/Website
Frequency Table Showing the Difficulty of Using e-
5.15 30
Sanjeevani Application/Website
Frequency Table Showing the Confidence of Operating e-
5.16 31
Sanjeevani Application/Website Without Anyone's Help
Frequency Table Showing the e-Sanjeevani
5.17 Application/Website Being Helpful to Address Common 32
Health Problems
Frequency Table Showing the Reliability of e-Sanjeevani
5.18 33
Consultations
Frequency Table Showing the Ability of e-Sanjeevani
5.19 34
Doctors to Understand Their Patients' Health Concerns
Frequency Table Showing the Effectiveness of e-Sanjeevani
5.20 35
Consultations
Frequency Table Showing e-Sanjeevani Being a Helpful
5.21 36
Service to Senior Citizens
Frequency Table Showing the Comfort of Using e-Sanjeevani
5.22 37
Application/Website
Frequency Table Showing the Confidence of Using e-
5.23 38
Sanjeevani Application/Website
Frequency Table Showing the Hesitance of Using e-
5.24 39
Sanjeevani Application/Website
Frequency Table Showing the Frustration of Using e-
5.25 40
Sanjeevani Application/Website
Frequency Table Showing the Privacy Concerns with e-
5.26 41
Sanjeevani Application/Website
iv
Frequency Table Showing the Trust in the Accuracy of e-
5.27 42
Sanjeevani Consultations
Frequency Table Showing the Likeliness of Using e-
5.28 43
Sanjeevani Application/ Website
Frequency Table Showing the Intention of Using e-
5.29 44
Sanjeevani Application/Website for Minor Health Concerns
Frequency Table Showing the Intention of Using e-
5.30 45
Sanjeevani Application/Website for Serious Health Concerns
Frequency Table Showing the Future Usage of e-Sanjeevani
5.31 46
Application/Website
Frequency Table Showing the Recommendation of e-
5.32 47
Sanjeevani Application/Website to Others
Table Showing the Model Summary of Linear Regression
5.33 48
Analysis
5.34 Table Showing the Linear Regression Analysis 48
Table Showing the Model Summary of Linear Regression
5.35 49
Analysis
5.36 Table Showing the Linear Regression Analysis 49
5.37 Table Showing the Case Summary 50
5.38 Table Showing the Chi-Square Test 50
5.39 Table Showing the Case Summary 51
5.40 Table Showing the Chi-Square Test 51
5.41 Table Showing the Case Summary 52
5.42 Table Showing the Chi-Square Test 52
5.43 Table Showing the Correlation Analysis 53
5.44 Table Showing the Group Statistics 54
5.45 Table Showing the t-Test 54
v
LIST OF FIGURES
FIGURE PAGE
TITLE
NO. NO.
5.1 Chart Showing the Gender of the Respondents 20
5.2 Chart Showing the Educational Qualification of the Respondents 21
5.3 Chart Showing the Family Composition of the Respondents 22
5.4 Chart Showing the Internet Access 23
5.5 Chart Showing the Usage of the Internet 24
5.6 Chart Showing the Access to Devices 25
5.7 Chart Showing the Digital Literacy of the Respondents 26
5.8 Chart Showing the Frequency of Hospital Visits 27
Chart Showing the Telemedicine Usage Among the Respondents'
5.9 28
Friends & Family Members
Chart Showing the Respondents' Awareness of e-Sanjeevani
5.10 29
Application/Website
Chart Showing the Difficulty of Using e-Sanjeevani
5.11 30
Application/Website
Chart Showing the Confidence of Operating e-Sanjeevani
5.12 31
Application/Website Without Anyone's Help
Chart Showing the e-Sanjeevani Application/Website Being Helpful
5.13 32
to Address Common Health Problems
5.14 Chart Showing the Reliability of e-Sanjeevani Consultations 33
Chart Showing the Ability of e-Sanjeevani Doctors to Understand
5.15 34
Their Patients' Health Concerns
5.16 Chart Showing the Effectiveness of e-Sanjeevani Consultations 35
Chart Showing e-Sanjeevani Being a Helpful Service to Senior
5.17 36
Citizens
Chart Showing the Comfort of Using e-Sanjeevani
5.18 37
Application/Website
Chart Showing the Confidence of Using e-Sanjeevani
5.19 38
Application/Website
Chart Showing the Hesitance of Using e-Sanjeevani
5.20 39
Application/Website
Chart Showing the Frustration of Using e-Sanjeevani
5.21 40
Application/Website
Chart Showing the Privacy Concerns with e-Sanjeevani
5.22 41
Application/Website
Chart Showing the Trust in the Accuracy of e-Sanjeevani
5.23 42
Consultations
Chart Showing the Likeliness of Using e-Sanjeevani Application/
5.24 43
Website
Chart Showing the Intention of Using e-Sanjeevani
5.25 44
Application/Website for Minor Health Concerns
Chart Showing the Intention of Using e-Sanjeevani
5.26 45
Application/Website for Serious Health Concerns
Chart Showing the Future Usage of e-Sanjeevani
5.27 46
Application/Website
Chart Showing the Recommendation of e-Sanjeevani
5.28 47
Application/Website to Others
vi
EXECUTIVE SUMMARY
Telemedicine, the use of technology for remote healthcare, has revolutionized how medical
services are delivered. This innovation has been particularly impactful during the pandemic,
ensuring continued care access, especially for vulnerable populations.
Using a convenience sampling method, the study used a survey questionnaire to collect data
from a sample of 150 senior citizens residing in the Thiruvarppu Panchayat. The collected
data was analyzed using research tools such as Linear Regression Analysis, Correlation
Analysis, Chi-Square Test and t-Test.
The study found that the cognitive beliefs and the affective feelings that the senior citizens
have towards e-Sanjeevani lead to their behavioural intentions towards e-Sanjeevani. The
study also found that facilitating factors such as access to technology, digital literacy and
educational qualification significantly influence the senior consumers’ attitude towards e-
Sanjeevani. The study also found that there is a negative correlation between the senior
consumer’s tendency to seek medical advice and their behavioural intentions of using e-
Sanjeevani. This is because, as senior citizens, they are more likely to implement traditional
home remedies for preliminary ailments rather than seeking medical advice from doctors
or physicians. In such cases, the tendency of senior citizens to seek medical advice from
vii
doctors would be rather low thus limiting the usage of the e-Sanjeevani app for future health
consultations.
Overall, the study found that the adoption of the e-Sanjeevani Application/Website
especially among the senior population is very low and one of the major reasons for the low
adoption is the lack of awareness and knowledge about the e-Sanjeevani
Application/Website. Thus, to improve and enhance its adoption among this vulnerable
population, the government should take initiatives to increase the awareness of the
Application/Website which can be done through running ad campaigns, testimonial ads etc.
The government can also collaborate with local self-help groups and NGOs to help increase
the awareness of the application/website which acts as word-of-mouth publicity. The
government can also collaborate with pharmacies, yoga instructors and other healthcare
professionals and prompt them to offer their services through the e-Sanjeevani
Application/Website which will help in increasing the no. of subscriptions to the
Application/Website.
viii
CHAPTER 1
INTRODUCTION
CHAPTER – 1
INTRODUCTION
In India, the Ministry of Health and Family Welfare launched the National Telemedicine
Service, e-Sanjeevani, in November 2019. This service gained widespread adoption during the
pandemic lockdowns, effectively bridging the nationwide healthcare access gap. e-Sanjeevani
empowers senior citizens, a demographic often facing mobility challenges and chronic health
conditions requiring frequent consultations, to connect with doctors and specialists remotely.
This eliminates the need for arduous journeys to distant hospitals, allowing seniors to receive
timely medical care from the comfort of their homes. Consequently, e-Sanjeevani has the
potential to significantly improve the overall well-being of senior citizens while reducing the
burden on their families and themselves.
This study aims to explore the attitudes and perceptions of senior consumers in Thiruvarppu
Panchayat towards e-Sanjeevani. By employing the Tricomponent Model, the research will
delve into three key aspects influencing their adoption: cognitive beliefs (knowledge and
understanding), affective feelings (attitudes and emotions), and behavioural intentions
(willingness to use).
The study will be conducted in two phases. The first phase will involve data collection through
a survey questionnaire designed to capture the cognitive beliefs, affective feelings, and
behavioural intentions of senior consumers towards the e-Sanjeevani Application/Website. The
second phase will involve the analysis of the collected data which will provide us with insights
into the overall consumer attitude of senior citizens towards the e-Sanjeevani
Application/Website and the facilitating factors that impact its adoption among the senior
population.
1
1.2 STATEMENT OF PROBLEM
A telemedicine service like the e-Sanjeevani has its benefits when used to its full potential
especially by senior citizens as they are in more need of such a service as it enables them to
consult doctors in the comfort of their homes. Despite its benefits, there is a concern regarding
the low adoption of telemedicine among this population. The possible reasons for such low
adoption might be the lack of awareness of e-Sanjeevani telemedicine service, lack of digital
literacy, hesitation to adopt new technology or even the hesitation to seek medical advice from
doctors and instead use home remedies to cure themselves. These limitations prevent the senior
population from adopting e-Sanjeevani depriving them of enjoying benefits like reduced travel
burdens, improved access to specialists and more timely consultations. The study aims to
address all possible reasons behind the low adoption and develop strategies and
recommendations to enhance the adoption of the e-Sanjeevani application/website among this
vulnerable population.
• To assess and understand senior consumers' cognitive beliefs, affective feelings, and
behavioural intentions towards the e-Sanjeevani Application/Website using the
Tricomponent Model.
• To explore the facilitating factors influencing the senior consumer’s attitude towards
the e-Sanjeevani Application/Website.
• To understand the difference in senior consumers' tendency to visit doctors offline for
medical checkups across gender.
• To recommend suitable interventions for improving the outreach and adoption of the e-
Sanjeevani Application/Website among the senior population.
The scope of this project work titled “A Study on Senior Consumer Attitude Towards e-
Sanjeevani Application/Website using Tricomponent Model with Special Reference to
Thiruvarppu Panchayat” focuses on the consumer attitude that the senior population of
2
Thiruvarppu Panchayat have towards e-Sanjeevani. The study analyses the overall consumer
attitude by employing the tricomponent model approach where it delves into three important
aspects that influence the consumer attitude namely:
The study will examine and identify the facilitating factors that influence consumer attitude,
and based on the findings, recommendations will be suggested which will enhance the adoption
of the e-Sanjeevani application/website among the senior population.
The study used a survey questionnaire to collect data from a sample of senior citizens among
the senior population of Thiruvarppu Panchayat and the sample size was determined using the
convenience sampling method. The data was collected during the period from 28th March 2024
till April 17th 2024. The data was analysed using statistical tools such as descriptive statistics,
linear regression analysis, chi-squared test, correlation analysis and t-test.
It is important to note that the study’s scope of the study is confined to the senior consumers of
Thiruvarppu Panchayat due to which the study cannot be generalised across all senior citizens
residing in places other than the Thiruvarppu Panchayat. This study enables and facilitates the
opportunity for further studies on the same theme conducted on a bigger scale with an increase
in sample and population.
One of the limitations of the study is that it limits the generalizability of the findings as it is
confined to the senior citizens of Thiruvarppu Panchayat and the sample size collected is 150
which is relatively small, which may not be representative of the entire senior citizen
population.
Another limitation of the study is that, since the sample size collected for the study is by
convenience sampling method, then as a convenience sample, the respondents have expressed
their views and experiences and these may not be representative views of the whole
Thiruvarppu Panchayat.
Another limitation of the study is that there’s found to be a negative correlation between the
senior consumer’s tendency to seek medical advice and their behavioural intentions of using
3
the e-Sanjeevani application/website. This is because, as senior citizens, they are more likely
to implement traditional home remedies for preliminary ailments rather than seeking medical
advice from doctors or physicians. In such cases, the tendency of senior citizens to seek medical
advice from doctors would be rather low thus limiting the usage of the e-Sanjeevani app for
future health consultations.
Chapter 1: The first chapter is about the introduction to the study along with mentioning the
statement of the problem, objectives, scope of study and limitations.
Chapter 2: This chapter deals with a brief description of the telemedicine industry and the e-
Sanjeevani app, a national telemedicine service that was a digital initiative by the government
of India.
Chapter 3: This chapter deals with the literature reviews on the area of study. It documents the
problem, variables, research methodologies, and findings which were derived from these
literatures.
Chapter 4: This chapter deals with the research methodology of the thesis. It outlines the
research approach, the type of data analysis etc.
Chapter 5: This chapter presents the process of organising the data into a logical, sequential
format to analyse the data collected from the respondents.
Chapter 6: This chapter deals with the findings from the interpretation followed by
recommendations which are linked to these findings and the conclusion which is relevant to
both these findings and recommendations.
4
CHAPTER 2
INDUSTRY/COMPANY PROFILE
CHAPTER 2
INDUSTRY/COMPANY PROFILE
2.1 INTRODUCTION
This chapter deals with a brief description of the Indian telemedicine industry and the e-
Sanjeeevani app, a national telemedicine service that was a digital initiative by the government
of India.
2.2.1 BACKGROUND
The Indian telemedicine market has been one of the most influential digital health
advancements in the last ten years. Remote patient monitoring is a crucial aspect of
telemedicine services, allowing healthcare professionals to monitor patients from a distance.
In 2020, the Ministry of Health and Family Welfare (MoHFW), NITI Aayog, and the Board of
Governors (BoG) Medical Council of India (MCI) introduced initial formal guidelines to
standardize practices nationwide. This standardization has made healthcare delivery,
particularly telemedicine, more accessible across the country.
The Telemedicine market in India has experienced significant growth due to the COVID-19
pandemic, leading to a surge in Telemedicine requests received by major market players. The
increased penetration of smartphones and the internet in rural areas, along with greater public
awareness of virtual visits as an alternative to in-person consultations, and the availability of
affordable home monitoring devices, are driving the adoption of Telemedicine products and
services in the country. Given that 62% of India's total disease burden is due to chronic diseases,
there is great potential for the RPM and mHealth segments to serve as alternative healthcare
delivery channels in the country.
5
leading to improved patient outcomes and compliance rates. However, in India, common
barriers to the adoption of Telemedicine include a lack of awareness, especially in Tier-3 cities,
towns, and rural areas, as well as a shortage of proper healthcare IT infrastructure. among
others.
The market size of Telehealth Services in India is projected to be USD 3.26 billion by 2024
and is anticipated to achieve USD 9.54 billion by 2029, with a 23.95% compound annual
growth rate during the forecast period of 2024-2029.
i. Apollo Health
ii. 1 mg
iii. TeleVital
iv. Netmeds
v. Practo
i. Apollo Health: Apollo Tele-Health, a telemedicine platform owned by Apollo
Hospitals, specializes in integrated healthcare delivery. It offers services including
Tele Consultations, Tele Radiology, Tele Cardiology, Tele Condition Management,
and Tele Emergency services, among others.
ii. 1 mg: 1mg, owned by the TATA group, is a telemedicine platform and online
pharmacy store that provides online medical consultations, e-pharmacy services,
and online booking for lab tests.
iii. TeleVital: TeleVital provides telemedicine software solutions that enable seamless
connections between patients and healthcare professionals. Their main services
include teleconsultations, secure messaging, digital health records, and streamlined
prescription management.
iv. Netmeds: Netmeds, an Indian online pharmacy, provides affordable, high-quality
medications and offers a wide variety of prescription drugs and health products
across India. Additionally, they provide 24/7 online medical consultations with
healthcare professionals.
6
v. Practo: Practo provides a platform for online doctor consultations, offering
comprehensive telemedicine solutions for the healthcare needs of you and your
family. The platform facilitates video consultations with healthcare professionals,
enables users to locate and schedule appointments with nearby doctors, and helps
in finding hospitals that match the user's requirements.
E-Sanjeevani was in November 2019 by the Ministry of Health and Family Welfare, which has
become India's flagship telemedicine service. This innovative platform empowers citizens to
access quality healthcare remotely, revolutionizing healthcare delivery, particularly in remote
and underserved areas.
e-Sanjeevani offers a convenient and accessible way for patients to connect with doctors and
specialists from the comfort of their homes. The service utilizes video conferencing technology,
allowing patients to have face-to-face consultations with healthcare providers. This eliminates
the need for arduous journeys to distant hospitals, saving time, and money, and reducing the
burden on traditional healthcare facilities.
The significance of e-Sanjeevani lies in its potential to democratize healthcare access across
India. By removing geographical barriers, the platform ensures that even those residing in rural
villages can connect with specialists who might not be readily available in their vicinity. This
is particularly beneficial for individuals with chronic health conditions requiring frequent
consultations or those facing mobility limitations. e-Sanjeevani empowers patients to take a
more active role in managing their health by providing them with easier access to professional
medical guidance.
Currently, e-Sanjeevani operates in two modes: e-Sanjeevani OPD (Out Patient Department)
and e-Sanjeevani IPPD (In Patient Department). The OPD mode allows patients to connect
with doctors at health and wellness centres for consultations on various health concerns. The
IPPD mode facilitates specialist consultations for hospitalized patients, enhancing the quality
of care they receive.
7
e-Sanjeevani's impact extends beyond patient convenience. It plays a crucial role in alleviating
the burden on traditional healthcare facilities by enabling remote consultations and reducing
unnecessary hospital visits. This allows healthcare professionals to focus on more critical cases
and complex medical needs. Furthermore, e-Sanjeevani fosters a more efficient healthcare
system by optimizing resource allocation and promoting preventive care through early
consultations.
With its user-friendly interface and focus on accessibility, e-Sanjeevani is making significant
strides towards bridging the gap in healthcare delivery across India. As the platform continues
to evolve and gain wider adoption, it has the potential to transform the healthcare landscape,
ensuring timely and quality medical care for all citizens.
8
CHAPTER 3
REVIEW OF LITERATURE
CHAPTER 3
REVIEW OF LITERATURE
3.1 INTRODUCTION
This chapter mainly deals with the collection and assimilation of literature review through a
systematic approach. The researcher has collected various research articles related to the
studies such as awareness, perceptions and willingness to use and adopt e-Sanjeevani or any
telemedicine service among consumers of various demographics. The researcher has arranged
the articles based on the descending order of the year in which the research was published.
• Parameshwarappa PM, Olickal JJ (2023): The study brought attention to the fact
that the rural population has limited knowledge about and usage of eSanjeevani OPD,
with only 2.2% of participants being aware of the service (mainly finding out about it
through health workers and government hospitals), and 44% being unwilling to use
teleconsultation. Reluctance towards telemedicine was linked to factors such as lack of
awareness about the platform, low family income, limited formal education,
unfamiliarity with operating the app, absence of smartphones, lack of internet access at
home, and families without a history of illness. Among those open to using eSanjeevani
OPD, 92% favoured using social media for teleconsultation (particularly WhatsApp),
indicating a preference for familiar digital platforms. The research stressed the
importance of targeted awareness initiatives and efforts to promote telemedicine
adoption in rural communities, highlighting the role of healthcare professionals in
informing the population about the advantages and accessibility of digital healthcare
tools. (Parameshwarappa PM, Olickal JJ, 2023)
• Mohammed A. Alzahrani, Terad A. Talmesany, Meshal A. Alzahrani, Omran M.
Alzahrani, Sultan A. Alzahrani, Tahani K. Al-Omari, and Sumaeah M. Alghamdi
(2023): The article about the investigation into telemedicine awareness and perception
in the Al-Baha Region of Saudi Arabia encompassed 359 participants. Its findings
indicated that almost half of the participants had not utilized telemedicine services, with
online consultations being prevalent. Concerns raised included limited availability,
privacy, security, and care quality. Despite these concerns, a majority of participants
had a favourable perception and expressed willingness to try telemedicine for diagnosis
9
and health follow-ups. The study underscored the necessity for strategies to enhance
security and privacy in telemedicine services and underscored the importance of public
education on the effectiveness of telemedicine, providing valuable insights for
improving the acceptance and quality of telemedicine practices in the region. Reasons
for people using telemedicine include saving time, reducing travel time and costs,
accessing specialized care, getting in touch with healthcare professionals more easily,
and minimizing waiting times. (Mohammed A. Alzahrani, Terad A. Talmesany, Meshal
A. Alzahrani, Omran M. Alzahrani, Sultan A. Alzahrani, Tahani K. Al-Omari, and
Sumaeah M. Alghamdi, 2023)
• Mahesh Raj, Dr. B Senthil Kumar (2023): The research is centred on examining how
online influencer marketing impacts the attitudes of young adult consumers using the
Tri-Component Model. Its objective is to comprehend the emotional, behavioural, and
cognitive perceptions of influencer marketing among young adults. The study employs
a quantitative approach with convenience sampling and a self-administered
questionnaire as the research methodology. The results indicate that social media
influencers significantly shape the attitudes of young adults, influencing their
awareness, emotions, and behavioural intentions towards promoted products or
services. The research underscores the significance of influencers in establishing trust,
expertise, emotional appeal, and urgency among consumers, ultimately leading to
positive attitudes towards promoted products. (Mahesh Raj, Dr. B Senthil Kumar, 2023)
• Asheesh Trivedi, Adarsh Sachan (2020): The research investigates the influences on
consumer behaviour in the cigarette industry to help companies develop effective
strategies. Factors such as perceived quality, price, risk, and brand image, along with
demographic variables, shape beliefs, emotions, and intentions to purchase. By
analyzing cognitive, affective, and conative components of consumer attitudes, the
study aims to provide valuable insights for companies navigating the competitive
landscape of the cigarette industry and beyond. Using quantitative survey techniques
within a descriptive research method, the study emphasizes the importance of
understanding consumer preferences and behaviours to inform marketing strategies and
enhance industry knowledge. (Asheesh Trivedi, Adarsh Sachan (2020)
• Natalie K. Bradford, Liam J. Caffery & Anthony C. Smith (2015): The research
article delves into the recognition, encounters, and viewpoints of telehealth in a rural
Queensland community. By conducting semi-structured interviews with 47
10
participants, significant themes were identified, encompassing the acknowledgement of
the necessity to travel for healthcare services, feelings of empowerment and
paternalism, and concerns about trust alongside misunderstandings about telehealth.
While a few participants had utilized telehealth services and shared positive
experiences, the overall awareness and use of telehealth were limited. The study
underscores the significance of enhancing public awareness and comprehension of
telehealth to enhance healthcare accessibility in rural areas. It also brings to light the
obstacles encountered by rural residents in obtaining healthcare services, underscoring
the necessity for alternative options and increased community education regarding the
advantages of telehealth. (Natalie K. Bradford, Liam J. Caffery & Anthony C. Smith,
2015)
• Vaughn R.A. Call, Lance D. Erickson, Nancy K. Dailey, Bret L. Hicken, Randall
Rupper, Jeremy B. Yorgason, and Byron Bair (2015): The article discusses the
attitudes toward telemedicine in urban, rural, and highly rural communities, with a
focus on patient acceptance and willingness to utilize this technology. Survey data from
the Montana Health Matters study, which included a state-representative sample of
Montana residents, was used in the research. Key conclusions from the study reveal a
significant gap between the perspectives of telemedicine proponents and the general
public, as many individuals still harbour concerns about the quality of care offered
through telemedicine. Factors such as demographics, income, and educational
achievement were discovered to impact attitudes toward telemedicine. The study
underscores the importance of increasing exposure to telemedicine, promoting its
quality, convenience, and user-friendliness, and addressing crucial issues such as
observability and trialability to improve acceptance and adoption of telemedicine
technologies. (Vaughn R.A. Call, Lance D. Erickson, Nancy K. Dailey, Bret L. Hicken,
Randall Rupper, Jeremy B. Yorgason, and Byron Bair, 2015)
• Wen-Hai Chih, Dah-Kwei Liou & Li-Chun Hsu (2014): The study about e-shoppers'
actual purchasing behaviour focused on the factors that influence online consumers'
attitudes toward making purchases. Using a tricomponent attitude model, the research
underscored the importance of perceived value, cognitive trust, satisfaction, and
commitment in shaping e-shoppers' behaviours. The study looked at both positive and
negative cognitive perspectives to understand how trust and commitment influence
online purchase decisions. The results highlighted the significance of positive
11
interaction experiences in building successful marketing relationships with consumers.
While the research acknowledged limitations such as the cross-sectional nature of the
study and the exclusion of certain variables like personality and shopping experiences,
it offered valuable insights for businesses seeking to improve their understanding of e-
shoppers and customize their strategies to effectively meet consumer needs. (Wen-Hai
Chih, Dah-Kwei Liou & Li-Chun Hsu, 2014)
• Charles Makanyeza (2014): The research focused on assessing consumer sentiments
toward imported poultry products in a developing market, particularly Zimbabwe. It
examined the trustworthiness, credibility, and structure of the Tri-Component Attitude
Model, encompassing beliefs (cognition), emotions (affect), and purchase intentions
(conation). The study verified that these three aspects are dependable and valid gauges
of consumer attitude in a developing nation like Zimbabwe. The results indicate that
consumer beliefs, emotions, and purchase intentions are key influencers of consumer
decision-making when purchasing imported poultry products in developing markets.
The study employed techniques such as exploratory factor analysis, Cronbach's alpha
for reliability, and confirmatory factor analysis to validate the elements underlying
consumer attitude. The study's limitations include its focus on Zimbabwe and a sample
limited to two major cities, suggesting that future research should encompass other
provinces and developing countries for a more comprehensive understanding of
consumer attitude measurement and structure. (Charles Makanyeza, 2014)
The articles which were reviewed by the student have precisely helped to define the problem
in the appropriate context. The methodology, tools and scales which were used in the study
were referred from the base articles with few changes required to accommodate the context.
12
CHAPTER 4
RESEARCH METHODOLOGY
CHAPTER – 4
RESEARCH METHODOLOGY
4.1 INTRODUCTION
This chapter brings clarity and focus to the study. Research methodology includes objectives,
research design, publication research, interviews, surveys, and other research techniques.
• To assess and understand senior consumers' cognitive beliefs, affective feelings, and
behavioural intentions towards the e-Sanjeevani Application/Website using the
Tricomponent Model.
• To explore the facilitating factors influencing the senior consumer’s attitude towards
the e-Sanjeevani Application/Website.
• To understand the difference in senior consumers' tendency to visit doctors offline for
medical checkups across gender.
• Develop recommendations for improving the outreach and adoption of the e-Sanjeevani
Application/Website among this population.
13
• H05: There is no association between the educational level of senior consumers and
their behavioural intentions.
• H06: There is no relationship between the senior consumer’s tendency to seek medical
advice and their behavioural intentions.
• H07: There is no significant difference in senior consumers' tendency to visit doctors
offline for medical checkups across gender.
A Descriptive Research Design is used in this study. It is a research methodology that seeks to
depict or record the traits, behaviours, attitudes, opinions, or perceptions of the group or
population under study. This approach is suitable when the research objective is to recognize
characteristics, frequencies, trends, and categories.
In this study, the primary data was collected from 150 respondents using a standardized
questionnaire.
4.5.1 POPULATION
The population considered for the study are senior citizens of Thiruvarppu Panchayat.
The sampling method used in the study was the convenience sampling method.
The sample size for this study is 150 senior citizens of Thiruvarppu Panchayat.
4.5.4 VARIABLES
The dependent variable chosen for the study is the Senior Consumer’s Attitude towards the e-
Sanjeevani App. The independent variables chosen for the study were cognitive beliefs,
affective feelings and behavioural intentions. The facilitating variables for the study include
digital literacy, access to technology, educational level, and tendency to seek medical advice.
14
4.5.5 SURVEY PROCEDURE
The survey was conducted by preparing the questionnaire based on the existing literature
reviews of which the questionnaire is prepared, and the responses for the questionnaire were
collected by interviewing the senior citizens of the Thiruvarppu Panchayat by visiting their
residences and places of worship for a period from 28th March 2024 to 17th April 2024.
SPSS is the statistical software used as the tool for data entry and analysis purposes, the
software helps get a refined output of the input. Linear Regression Analysis, Chi-Square test,
Correlation Analysis and t-Test are the tests used to analyse the hypothesis along with
descriptive statistics to draw conclusions.
Linear regression, a statistical modelling method, is frequently used for predictive analysis. It
involves creating a linear model to represent the connection between a single output and one
or more input variables. Linear regression analysis aims to identify the equation of a straight
line that accurately depicts the typical relationship between variables in the dataset.
A statistical test for categorical data is the Pearson’s chi-square test. This test is utilized to
ascertain if your data significantly deviates from the expected values. Pearson’s chi-square tests
come in two types:
• The chi-square test for goodness of fit is utilized to determine if the distribution of
frequencies for a categorical variable differs from what is expected.
• The chi-square test for independence is employed to examine whether two categorical
variables are dependent on each other.
A Pearson’s chi-square test is appropriate when the following conditions are met:
15
4.6.3 CORRELATION ANALYSIS
A correlation test is a statistical technique that assesses the strength and direction of the
connection between two variables. The variables could be two columns within a given dataset
of observations, also known as a sample or two components of a multivariate random variable
with a known distribution. The correlation coefficient is a numerical indicator of a statistical
relationship between two variables. It is measured on a scale ranging from +1 to -1. A
correlation coefficient of +1 or -1 indicates a complete correlation between two variables. If
one variable increases as the other increases, the correlation is positive; if one variable increases
as the other decreases, the correlation is negative. The magnitude of the correlation is
determined by the size of the correlation coefficient. A correlation coefficient of +1 signifies a
perfect positive correlation, -1 signifies a perfect negative correlation, and 0 signifies no
correlation. The sign of the correlation coefficient indicates the direction of the correlation. A
positive correlation coefficient means the variables move in the same direction, while a
negative correlation coefficient means the variables move in opposite directions. The
correlation coefficient is a valuable tool for gauging the strength and direction of the
relationship between two variables. It can help identify related variables and determine the
strength of their relationship. There are two primary types of correlation tests: Pearson's
correlation coefficient and Spearman's rank correlation coefficient. Pearson's correlation
coefficient is the most widely used type and measures the linear relationship between two
variables. Spearman's rank correlation coefficient is used to measure the monotonic
relationship between two variables, where the variables always move in the same direction,
though not necessarily linearly.
4.6.4 t-TEST
A t-test is a statistical method used to compare the averages of two groups. It is commonly
applied in hypothesis testing to establish if a process or treatment has an impact on the target
population or if two groups differ from each other. A t-test is specifically for comparing the
averages of two groups (a.k.a pairwise comparison). It is a parametric test, meaning it operates
under the same assumptions about your data as other parametric tests. The t-test assumes that
the following data is independent, (approximately) normally distributed and has homogeneity
of variance.
16
CHAPTER 5
ANALYSIS & INTERPRETATION
CHAPTER 5
5.1 INTRODUCTION
This chapter presents the process of organising the data into a logical, sequential format to
analyse the data collected from the respondents.
Awareness about e-
150 1.68 2.00 2 0.468
Sanjeevani
Difficulty in using e-
Sanjeevani for medical 150 3.09 3.00 3 0.572
consultations
Confidence to operate
e-Sanjeevani without 150 2.95 3.00 3 0.817
anyone's help
Believes e-Sanjeevani
to be a helpful service
150 3.04 3.00 3 0.612
for common health
problems
Reliability of e-
Sanjeevani
consultations in 150 3.31 3.00 3 0.696
comparison to in-person
doctor visits.
e-Sanjeevani doctors
would not be able to
understand my health 150 2.97 3.00 3 0.732
concerns well at
all.
e-Sanjeevani would not
be effective at all in
150 3.07 3.00 3 0.642
getting me the
treatment I need.
e-Sanjeevani being a
helpful service for 150 2.98 3.00 3 0.764
senior citizens
TABLE 5.1 – DESCRIPTIVE STATISTICS OF COGNITIVE BELIEFS
17
5.2.2 DESCRIPTIVE STATISTICS OF AFFECTIVE FEELINGS
Affective Std.
N Mean Median Mode
Feelings Deviation
Comfort of using
150 3.05 3.00 3 0.727
e-Sanjeevani
Confidence
using e- 150 3.09 3.00 3 0.750
Sanjeevani
Hesitation to use
150 3.44 3.00 4 0.680
e-Sanjeevani
Frustration of
using e- 150 2.80 3.00 3 0.751
Sanjeevani
Anxious of using
150 3.33 3.00 4 0.808
e-Sanjeevani
Trust in the
accuracy of e- 150 3.07 3.00 3 0.724
Sanjeevani
Future Use of e-
150 3.73 4.00 4 0.702
Sanjeevani
Usage of e-Sanjeevani
for minor health 150 1.52 2.00 2 0.501
concerns
Usage of e-Sanjeevani
for serious health 150 1.73 2.00 2 0.447
concerns
18
5.2.4 DESCRIPTIVE STATISTICS OF FACILITATING FACTORS
Facilitating Std.
N Mean Median Mode
Factors Deviation
Educational
150 3.16 3.00 4 0.942
Qualification
Access to
150 1.85 2.00 2 0.355
Technology
Digital
150 1.75 2.00 2 0.436
Literacy
Tendency to
seek medical 150 3.19 3.00 3 0.825
advice
19
5.3 FREQUENCY TABLE AND DIAGRAMMATIC REPRESENTATIONS
Percentage
No of
Gender of
Responses
Responses
Male 71 47.3
Female 79 52.7
Total 150 100
TABLE 5.5 – GENDER OF THE RESPONDENTS
INFERENCE:
From Table 5.5, it is understood that around 52.7% of the respondents are female and the
remaining 47.3% are male respondents.
20
5.3.2 EDUCATIONAL QUALIFICATION OF THE RESPONDENTS
Educational
No. of Responses Percentage of Responses
Qualification
Primary 2 1.3
Secondary 43 28.7
Higher Secondary 41 27.3
Under Graduation 57 38
Post Graduation 7 4.7
Total 150 100
TABLE 5.6 – EDUCATIONAL QUALIFICATION OF THE RESPONDENTS
INFERENCE:
From Table 5.6, it is understood that the majority of the respondents (38%) have completed
their under-graduation, about 28.7% have completed their secondary education, about 27.3%
have completed their higher secondary education and around 4.7% have completed their post-
graduation.
21
5.3.3 FAMILY COMPOSITION OF THE RESPONDENTS
Percentage
Family No of
of
Composition Responses
Responses
Yes 24 16
No 126 84
Total 150 100
INFERENCE:
From Table 5.7, it is understood that the majority of the respondents live with their family
members (about 84%) and the rest 16% of the respondents live alone.
22
5.3.4 INTERNET ACCESS
Internet No of Percentage of
Access Responses Responses
No 22 14.7
Yes 128 85.3
Total 150 100
INFERENCE:
From Table 5.8 it is understood that about 85.3% of the respondents have good home internet
access.
23
5.3.5 USAGE FREQUENCY OF INTERNET
INFERENCE:
From Table 5.9, it is understood that about 24% of the respondents rarely use the internet,
18.7% of the respondents use it daily, and 20.7% never use the internet.
24
5.3.6 ACCESS TO DEVICES
INFERENCE:
From Table 5.10, it is understood that the majority of the respondents have a mobile or a tablet
they can use (86.7%).
25
5.3.7 DIGITAL LITERACY OF THE RESPONDENTS
INFERENCE:
From Table 5.11, it is understood that about 74.7% of the respondents have used video calling
apps, which gives an insight into the digital literacy of the respondents.
26
5.3.8 FREQUENCY OF HOSPITAL VISITS
INFERENCE:
From Table 5.12, it is understood that about 48.7% of the total respondents only occasionally
visit doctors and about 42% of the respondents frequently visit doctors to seek medical advice
or take medical checkups.
27
5.3.9 USE OF TELEMEDICINE AMONG THE RESPONDENTS’
FRIENDS/FAMILY MEMBERS
INFERENCE:
From Table 5.13, it is understood that the majority of respondents don’t have friends or family
members who use the e-Sanjeevani application/website or any other telemedicine services.
28
5.3.10 AWARENESS OF e-SANJEEVANI APPLICATION/WEBSITE
AMONG THE RESPONDENTS
INFERENCE:
From Table 5.14, it is understood that the majority of respondents are not aware of the e-
Sanjeevani Application or Website (about 68%).
29
5.3.11 DIFFICULTY OF USING e-SANJEEVANI APPLICATION OR
WEBSITE FOR MEDICAL CONSULTATIONS
INFERENCE:
From Table 5.15, it is understood that the majority of respondents, about 70.7% were of
neutral opinion about the difficulty of using e-Sanjeevani Application/Website for medical
consultations.
30
5.3.12 CONFIDENCE OF THE RESPONDENT TO OPERATE e-
SANJEEVANI APPLICATION/WEBSITE WITHOUT ANYONE’S HELP
INFERENCE:
From Table 5.16, it is understood that about 53.3% of the respondents were of a neutral opinion
about the confidence they have in operating the e-Sanjeevani Application/Website by
themselves.
31
5.3.13 RESPONDENTS’ BELIEFS ABOUT e-SANJEEVANI
APPLICATION/WEBSITE BEING HELPFUL IN ADDRESSING
COMMON HEALTH PROBLEMS
INFERENCE:
From Table 5.17, it is understood that about 67.2% of the respondents were of a neutral
opinion about how helpful the e-Sanjeevani Application/Website will be for addressing
common health problems.
32
5.3.14 RELIABILITY OF e-SANJEEVANI CONSULTATIONS WHEN
COMPARED TO IN-PERSON DOCTOR VISITS
INFERENCE:
From Table 5.18, it is understood that about 58% of the respondents were of neutral opinion
about the reliability of consultation received through e-Sanjeevani application/website when
compared to in-person doctor visits.
33
5.3.15 ABILITY OF e-SANJEEVANI DOCTORS TO UNDERSTAND
THEIR PATIENTS’ HEALTH CONCERNS
INFERENCE:
From Table 5.19, it is understood that about 54.7% of the respondents were of neutral opinion
about how well e-Sanjeevani doctors would understand their patients’ health concerns.
34
5.3.16 EFFECTIVENESS OF THE TREATMENTS RECEIVED
THROUGH e-SANJEEVANI APPLICATION/WEBSITE
INFERENCE:
From Table 5.30, it is understood that about 62.7% of the respondents were of a neutral opinion
about the effectiveness of the treatment received through e-Sanjeevani application/website.
35
5.3.17 e-SANJEEVANI APPLICATION/WEBSITE HELPFUL FOR
SENIOR CITIZENS
INFERENCE:
From Table 5.31, it is understood that about 50% of the respondents were of the neutral opinion
about e-Sanjeevani Telemedicine being a helpful service for senior citizens.
36
5.3.18 COMFORT OF USING e-SANJEEVANI APPLICATION/WEBSITE
INFERENCE:
From Table 5.32, it is understood that about 55.3% of the respondents were of neutral opinion
regarding the comfort of using e-Sanjeevani Application/Website for medical consultations.
37
5.3.19 CONFIDENCE IN USING e-SANJEEVANI APPLICATION/WEBSITE
INFERENCE:
From Table 5.33, it is understood that about 55.3%are confident in their ability to use the e-
Sanjeevani Application/Website for medical consultations.
38
5.3.20 HESITANCE OF USING e-SANJEEVANI APPLICATION/WEBSITE
INFERENCE:
From Table 5.34, it is understood that about 46.7% agree to their hesitation of using e-
Sanjeevani Telemedicine service over in-person doctor visits and 42.7% were of neutral
opinion to the statement.
39
5.3.21 FRUSTRATED OF USING e-SANJEEVANI APPLICATION/WEBSITE
INFERENCE:
From Table 5.35, it is understood that about 60% of the respondents were of neutral opinion
about the frustration they might experience while using the application/website.
40
5.3.22 RESPONDENTS’ PRIVACY CONCERNS WITH e-SANJEEVANI
APPLICATION/WEBSITE
INFERENCE:
From Table 5.36, it is understood that about 46.7% of the respondents are concerned or anxious
about the privacy of their medical information when using the e-Sanjeevani application/website
and 40% of the respondents were neutral to the statement.
41
5.3.23 TRUST IN THE ACCURACY OF THE CONSULTATIONS
RECEIVED THROUGH e-SANJEEVANI APPLICATION/WEBSITE
INFERENCE:
From Table 5.37, it is understood that about 59.3% of the respondents were of neutral opinion
regarding the accuracy of the medical consultations received through the e-Sanjeevani
application/website.
42
5.3.24 LIKELINESS OF USING e-SANJEEVANI APPLICATION/WEBSITE
IN FUTURE
INFERENCE:
From Table 5.38, it is understood that about 52% of the respondents maybe use e-Sanjeevani
telemedicine for future health consultations.
43
5.3.25 INTENTION OF USING e-SANJEEVANI APPLICATION OF
WEBSITE IN CASE OF MINOR HEALTH PROBLEMS
INFERENCE:
From Table 5.39, it is understood that about 52% of the respondents would not consider using
e-Sanjeevani telemedicine instead of visiting a doctor in person for minor health problems
44
5.3.26 INTENTION OF USING e-SANJEEVANI APPLICATION/WEBSITE
IN CASE OF SERIOUS HEALTH PROBLEMS
INFERENCE:
From Table 5.30, it is understood that about 72.7% of the respondents would not consider using
the e-Sanjeevani application/website to consult a doctor before visiting them in person, in case
of serious health problems.
45
5.3.27 FUTURE USAGE OF e-SANJEEVANI APPLICATION/WEBSITE
INFERENCE:
From Table 5.31, it is understood that about 40% of the respondents might sometimes consider
using e-Sanjeevani telemedicine service for future doctor consultations and 40% of the
respondents might often consider e-Sanjeevani telemedicine service for future health
consultations.
46
5.3.28 RECOMMENDATION of e-SANJEEVANI TO OTHERS
INFERENCE:
From Table 5.32, it is understood that about 64.7% of the respondents would recommend the
e-Sanjeevani application/website to other senior citizens, their friends and family members.
47
5.4 HYPOTHESIS TESTING
HYPOTHESIS 1:
H0: There is no relationship between cognitive beliefs and the behavioural intention of senior
consumers.
H1: There is relationship between cognitive beliefs and behavioural intention of senior
consumers.
INTERPRETATION:
The value of R= 0.413 (41.3%) indicates a positive correlation between cognitive beliefs and
behavioural intentions and the R square value is 0.171, which means about 17.1% of the
variance in the behavioural intention can be explained by cognitive beliefs. The test is
significant as the p-value is less than 0.01. Thus, the null hypothesis is rejected and the alternate
hypothesis is accepted.
48
HYPOTHESIS 2:
H0: There is no relationship between affective feelings and behavioural intention of senior
consumers.
H1: There is relationship between affective feelings and the behavioural intention of senior
consumers.
INTERPRETATION:
The value of R= 0.318 (31.8%) indicates a positive correlation between affective feelings and
behavioural intentions and the R square value is 0.101, which means about 10.1% of the
variance in the behavioural intention can be explained by affective feelings. The test is
significant as the p-value is less than 0.01. Thus, the null hypothesis is rejected and the alternate
hypothesis is accepted.
49
5.4.2 CHI-SQUARE TEST:
HYPOTHESIS 3:
H0: There is no association between digital literacy and the behavioural intentions of senior
consumers.
H1: There is an association between digital literacy and the behavioural intentions of senior
consumers.
INTERPRETATION:
The p-value is less than 0.05 which makes the test significant indicating an association between
the digital literacy of senior consumers and their behavioural intentions. Thus, the null
hypothesis is rejected and the alternate hypothesis is accepted.
50
HYPOTHESIS 4:
H0: There is no association between technological access and the behavioural intentions of
senior consumers.
H1: There is an association between technological access and the behavioural intentions of
senior consumers.
INTERPRETATION:
The p-value is less than 0.05 which makes the test significant indicating an association between
technological access and the behavioural intentions of senior consumers. Thus, the null
hypothesis is rejected and the alternate hypothesis is accepted.
51
HYPOTHESIS 5:
H0: There is no association between educational level and the behavioural intentions of senior
consumers.
H1: There is an association between educational level and the behavioural intentions of senior
consumers.
INTERPRETATION:
The p-value is less than 0.05 which makes the test significant indicating an association between
the educational level of senior consumers and their behavioural intentions. Thus, the null
hypothesis is rejected and the alternate hypothesis is accepted.
52
5.4.3 CORRELATION ANALYSIS
HYPOTHESIS 6:
H0: There is no relationship between the senior consumer’s tendency to seek medical advice
and their behavioural intentions.
H1: There is relationship between the senior consumer’s tendency to seek medical advice and
their behavioural intentions.
INTERPRETATION:
The Pearson correlation value is -0.061 which indicates that the senior consumers' tendency to
seek medical advice and their behavioural intentions are negatively correlated. This indicates
that there is no relationship between senior consumers' tendency to seek medical advice and
their behavioural intentions. Thus, the null hypothesis is accepted.
53
5.4.4 t-Test
HYPOTHESIS 7:
H0: There is no significant difference in senior consumers visiting doctors for medical
checkups across gender.
H1: There is significant difference in senior consumers visiting doctors for medical checkups
across gender.
INTERPRETATION:
The p-value is 0.957 which is greater than 0.05 which indicates there is no significant difference
in senior consumers visiting doctors for medical checkups across gender. Thus, the null
hypothesis is accepted.
54
CHAPTER 6
FINDINGS, RECOMMENDATION & CONCLUSION
CHAPTER 6
6.1 INTRODUCTION
This chapter deals with findings from the interpretation followed by recommendations which
are linked to these findings and the conclusion which is relevant to both these findings and
recommendations
6.2 FINDINGS
FINDINGS: The findings of the study show that there is a positive correlation between the
cognitive beliefs and behavioural intentions of the senior consumers and also between the
affective feelings and behavioural intentions of senior consumers towards e-Sanjeevani.
OBJECTIVE 2: To explore the facilitating factors influencing the senior consumer’s attitude
towards e-Sanjeevani.
i. There is an association between the digital literacy of senior consumers and their
behavioural intentions.
ii. There is an association between technological access and the behavioural intentions
of senior consumers.
iii. There is an association between the educational level of senior consumers and their
behavioural intentions.
iv. There is no relationship between the senior consumer’s tendency to seek medical
advice and the behavioural intentions of the senior consumer as they are negatively
correlated with each other.
55
6.3 RECOMMENDATIONS
56
6.4 CONCLUSION
This study, titled "A Study on Senior Consumer Attitude Towards e-Sanjeevani
Application/Website Using Tri-Component Model with Special Reference to Thiruvarppu
Panchayat," investigated senior citizens' perceptions of the e-Sanjeevani telemedicine program.
The research employed the Tri-Component Model to analyze attitudes based on cognitive
beliefs, affective feelings, and behavioural intentions towards using the platform.
The findings reveal a critical disconnect: while cognitive beliefs and positive feelings about e-
Sanjeevani translate to a willingness to use it, the overall adoption rate among seniors remains
concerningly low. This gap primarily stems from a lack of awareness about the program's
existence and its potential benefits.
Furthermore, the study highlights the significance of facilitating factors like access to
technology, digital literacy, and educational background in shaping senior citizens' attitudes
towards e-Sanjeevani. Interestingly, a negative correlation emerged between the tendency to
seek medical advice and the likelihood of using e-Sanjeevani. This suggests that seniors might
be more inclined to rely on traditional remedies for minor ailments, potentially bypassing the
platform altogether.
Moreover, expanding the range of services offered through e-Sanjeevani can further incentivize
subscriptions. Partnering with pharmacies, yoga instructors, and other healthcare professionals
to provide their services on the platform can broaden its appeal and demonstrate its value
proposition to senior citizens.
By implementing these strategies, the government can bridge the current knowledge gap and
empower seniors with this valuable telemedicine tool. Ultimately, this will enhance access to
timely and convenient healthcare services for a vulnerable population that stands to benefit
greatly from e-Sanjeevani's potential.
57
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WEBSITES REFERRED
59
ANNEXURE
QUESTIONNAIRE
INTRODUCTION
Dear Respondent,
I am Acca Mariam Mathew currently pursuing an MBA from Saintgits Institute of
Management. I am undertaking my final year research project titled “A Study on Senior
Consumer Attitude Towards e-Sanjeevani Application/Website using Tri-Component
Model with Special Reference to Thiruvaarppu Panchayat”. This study aims to understand
how senior citizens view e-Sanjeevani, a telemedicine service. Your responses are confidential
and will be used for research purposes only.
DEMOGRAPHIC INFORMATION
1. Name:
2. Age:
3. Gender
• Male
• Female
4. Education Level (Highest Qualification)
• Primary
• Secondary
• Higher Secondary
• Under Graduation
• Post Graduation
5. Do you live alone (without children or other family members)?
• Yes
• No
6. Do you have good internet access at your home?
• Yes
• No
60
7. How often do you use the internet (if applicable)?
• Daily
• Weekly
• Monthly
• Rarely
• Never
8. Do you have a mobile phone or tablet that you can use?
• Yes
• No
9. Have you ever used a video calling app (like WhatsApp video call)?
• Yes
• No
10. How often do you typically visit a doctor for checkups or medical concerns?
• Never
• Rarely
• Occasionally
• Frequently
• Always
11. Do you have any friends or family members who use e-Sanjeevani or any other
telemedicine services?
• Yes
• No
PART – 1 (COGNITIVE BELIEFS)
12. Have you heard of e-Sanjeevani, a service that allows you to consult a doctor
through a phone or video call?
• Yes
• No
61
13. I think e-Sanjeevani would be very difficult to use to consult a doctor.
• 1 – Strongly Disagree
• 2 – Disagree
• 3 – Neutral
• 4 – Agree
• 5 – Strongly Agree
14. I am confident that I could use e-Sanjeevani by myself without any help.
• 1 – Strongly Disagree
• 2 – Disagree
• 3 – Neutral
• 4 – Agree
• 5 – Strongly Agree
15. I believe e-Sanjeevani would not be helpful at all for common health problems.
• 1 – Strongly Disagree
• 2 – Disagree
• 3 – Neutral
• 4 – Agree
• 5 – Strongly Agree
16. E-Sanjeevani consultations would not be reliable compared to in-person doctor
visits.
• 1 – Strongly Disagree
• 2 – Disagree
• 3 – Neutral
• 4 – Agree
• 5 – Strongly Agree
17. E-Sanjeevani doctors would not be able to understand my health concerns well at
all.
• 1 – Strongly Disagree
• 2 – Disagree
• 3 – Neutral
• 4 – Agree
• 5 – Strongly Agree
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18. E-Sanjeevani would not be effective at all in getting me the treatment I need.
• 1 – Strongly Disagree
• 2 – Disagree
• 3 – Neutral
• 4 – Agree
• 5 – Strongly Agree
19. I think e-Sanjeevani would not be a helpful service for senior citizens like myself.
• 1 – Strongly Disagree
• 2 – Disagree
• 3 – Neutral
• 4 – Agree
• 5 – Strongly Agree
PART – 2 (AFFECTIVE FEELINGS)
20. I feel comfortable using e-Sanjeevani to consult a doctor about my health.
• 1 – Strongly Disagree
• 2 – Disagree
• 3 – Neutral
• 4 – Agree
• 5 – Strongly Agree
21. I am confident in my ability to explain my health concerns to a doctor using e-
Sanjeevani.
• 1 – Strongly Disagree
• 2 – Disagree
• 3 – Neutral
• 4 – Agree
• 5 – Strongly Agree
22. I would hesitate to use e-Sanjeevani instead of seeing a doctor in person.
• 1 – Strongly Disagree
• 2 – Disagree
• 3 – Neutral
• 4 – Agree
• 5 – Strongly Agre
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23. I have felt frustrated while using the e-Sanjeevani app.
• 1 – Strongly Disagree
• 2 – Disagree
• 3 – Neutral
• 4 – Agree
• 5 – Strongly Agree
24. I am concerned about the privacy of my medical information when using e-
Sanjeevani.
• 1 – Strongly Disagree
• 2 – Disagree
• 3 – Neutral
• 4 – Agree
• 5 – Strongly Agree
25. I trust the accuracy of consultations I receive through e-Sanjeevani.
• 1 – Strongly Disagree
• 2 – Disagree
• 3 – Neutral
• 4 – Agree
• 5 – Strongly Agree
PART – 3 (BEHAVIOURAL INTENTIONS)
26. How likely are you to use e-Sanjeevani for future health?
• 1 – Never
• 2 – Maybe Not
• 3 – Unsure
• 4 – Maybe
• 5 – Definitely
27. If you had a minor health issue (cold, cough), would you consider using e-
Sanjeevani instead of visiting a doctor in person?
• Yes
• No
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28. If you had a more serious health concern (fever, pain), would you consider using e-
Sanjeevani to consult a doctor before visiting them in person?
• Yes
• No
29. How often would you consider using e-Sanjeevani for future doctor consultations?
• 1 – Never
• 2 – Rarely
• 3 – Sometimes
• 4 – Often
• 5 – Always
30. Would you recommend e-Sanjeevani to other senior citizens in your community
and also to your friends and family members?
• Yes
• No
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