... using targeted behavioral models and value co-creation principles. The integration of Health Belief Model, Technology Acceptance Model and Transtheoretical Model under the umbrella of Theory of Change expands the potential for effective and efficient service value creation. While the ToC provides...

... to their online domains. To the best of the authors’ knowledge, there are no other studies that incorporated an interactive engagement construct with key constructs from IAM and from the technology acceptance model (TAM). This contribution underlines the importance of measuring the individuals’ perceptions...