The roles of trust as a facilitator and contingency factor in the adoption of telemedicine services among Thai consumers | |
| Author | Lipikar Wissawaswaengsuk |
| Call Number | AIT RSPR no.SM-21-02 |
| Subject(s) | Telecommunication in medicine--Thailand COVID-19 Pandemic, 2020--Health aspects--Thailand |
| Note | A research submitted in partial fulfillment of the requirements for the degree of Master of Business Administration |
| Publisher | Asian Institute of Technology |
| Abstract | Telemedicine is known initially as a tool to support patients to access medical treatment during the pandemic crisis. Telemedicine technology has existed for several decades. Telemedicine's popularity has recently increased because of the new standard of providing medical treatment remotely and the high spreading of COVID-19 disease. Telemedicine is a method of obtaining and delivering healthcare services via electronic devices, through which a healthcare professional assesses a patient through video calls and offers appropriate consultation. Due to lockdowns and the Coronavirus-2019 (COVID-19) disease containment, the demand for telemedical services has increased significantly. Although the technology and process were introduced decades ago, the idea is relatively new in developing countries such as Thailand. Thailand's government began telemedicine operations only after 2005 when it became a member of the Telemedicine Development Center of Asia. Thailand's Ministry of Public Health developed an eHealth strategy to meet the increasing demand and turn Thailand into a medical hub. Due to the increased reputation in healthcare service delivery, the hospitals of Thailand have also cling to the race of digitalization. Numerous hospitals are building their platforms to provide telemedicine services after carefully assessing the consumers' needs. Telemedicine adoption and acceptance are still at the rudimentary level in Thailand. The health care institutions, especially the hospitals in Thailand, have already stepped into the mode of digitalizing their services due to the growing reputation of the sector by delivering quality health care services in the region. Although the healthcare sector of Thailand is transforming itself into a regional medical hub, Thailand's people are lacking in adopting the digital change and accepting telemedicine services.In investigating the factors influencing both telemedicine adoption, this paper constructed research survey based on the “The Unified Theory of Acceptance and Use of Technology (UTAUT)” and “Trust Belief” (“TB”) models to evaluate the Thai consumers’ intention to use telemedicine services. Five hundred samplings were set on a non-probability selection method in the data collection. The design of this study construes a mix of both quantitative and qualitative assessments. Statistical tests to confirm the reliability and relationship among the variables include Cronbach's Alpha and multivariate regression analysis. The study results serve as a guiding tool for the industry management professionals and policymakers in developing services that capture the purpose of customers' needs when launching and scaling up telemedicine services in Thailand. |
| Year | 2021 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Badir, Yuosre F. M. |
| Examination Committee(s) | Vimolwan Yukongdi;Ransom, Lakeesha K. |
| Scholarship Donor(s) | His Majesty the King’s Scholarships (Thailand ) |
| Degree | Research Studies Project Report (M. BA.) - Asian Institute of Technology, 2021 |