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Survey data with 525 respondents allow to test and validate the model.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>The tested model shows that technology institutional trust base, end-user\u2019s cognitive trust base and social influence are significant determinants of trusting beliefs. The findings also reveal that mediation effects of performance expectancy and perceived risks exist in the relationship between trusting beliefs and trusting intention.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>The foreseeable positive impact and rapid market growth of emerging healthcare technologies necessitate the strong need to study user acceptance. However, there is a lack of research on how consumers trust and their adoption intention of such innovations. Prior empirical evidence from different contexts and perspectives also show contradictory findings. This research extends the existing technology acceptance literature to a healthcare context, provides an improved generalized understanding of the consumer\u2019s trusting mechanism in emerging biotechnology and discusses practical insights for regulatory authorities, healthcare institutes and medical professionals.<\/jats:p><\/jats:sec>","DOI":"10.1108\/imds-06-2020-0321","type":"journal-article","created":{"date-parts":[[2020,12,16]],"date-time":"2020-12-16T07:00:59Z","timestamp":1608102059000},"page":"290-311","source":"Crossref","is-referenced-by-count":4,"title":["An investigation of the consumer\u2019s trusting mechanism in emerging healthcare 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