Contactless technologies adoption during the coronavirus pandemic: a combined technology acceptance and health belief perspective

The ongoing COVID-19 pandemic and safe social distancing measures have engendered a surge of interests in contactless technology applications. While social distancing might become a long-term practice and consumers are adapting to the new lifestyle, behavioural research is needed to promote consumers’ adoption of contactless technologies. The objective of this study is to investigate the psychological determinants of emerging contactless technologies by synthesising theoretical insights from two behavioural precepts: (i) health belief model comprising constructs such as perceived severity, perceived susceptibility, cues to action, self-efficacy, and (ii) technology acceptance model consisting of constructs such as perceived usefulness and perceived ease of use. A questionnaire survey is conducted to collect data from 508 consumers. The data are analysed using confirmatory factor analysis and structural equation modelling. The results show that health belief factors and technological characteristics contribute to the willingness to adopt contactless technologies. This research enriches behavioural research by providing a coherent and fitting explanation on consumers’ acceptance of contactless technologies. Practically, strategy implications regarding innovation-supportive environment creation, resources and training provision and end-customer demand satisfaction are provided to support contactless technology adoption.