This study empirically examines the key factors influencing the Internet of Things (IoT) adoption and benefits in healthcare with a particular focus on the Indian context. Grounded in co-creation theory, relationship marketing, service-dominant logic (SDL), and value-based adoption perspectives, the research investigates how customer involvement (CI), IoT benefits (IB), perceived quality (PQ), and perceived benefits (PB) contribute to overall IB in healthcare services. A quantitative approach was adopted, and data were collected from 386 IoT users of IoT-based healthcare devices, including patients, caregivers, and wellness users. Partial Least Squares Structural Equation Modelling (PLS-SEM) was employed using SmartPLS for data analysis. The proposed model demonstrates high explanatory power, confirming the robustness of the model. The results indicate that CE, CI, PQ, and PB as significant factors driving IB. The findings offer valuable implications for healthcare professionals and policy formulators who can leverage these insights to formulate targeted strategies, thereby accelerating IoT adoption and maximizing its positive influence on patient care quality and overall performance of the healthcare system.
khan et al. (Tue,) studied this question.