FACTORS INFLUENCING BEHAVIORAL INTENTION TO USE TELEMEDICINE SERVICE ROOMS IN BANGKOK CENTRAL HEALTH SERVICES FROM PATIENTS' PERSPECTIVE. The new competition models of health care organizations are more aligned with value generation strategies in the knowledge economy.
Telemedicine online service features
Therefore, continued innovation is a critical strategy for the most competitive healthcare organizations, facilitating advanced technological features and continuous improvement of the quality of services offered to the market. The service provider offers home delivery or to your preferred location within 3 hours in the Bangkok area, with a skilled pharmacist on call for advice, recommending medicine the right way, quickly and with peace of mind at every step.
End-to-end Telemedicine health service rooms
Patients therefore wait for the medication to be received at home when they order the medicine as indicated by the doctor.
Patient’s perspective definition
Shopping malls
Problem Statement
Therefore, they will invest in launching the end-to-end telemedicine premises as a teleclinic in the malls as the new business unit. Thus, the purpose of this study is to define the factors influencing the intention to use end-to-end telemedicine health services in Bangkok malls from the patient's perspective in such a way that they understand the customers' intention by developing the key value message through marketing promotion and campaign with the communication service .
Research Questions
With the telemedicine care rooms, the telecom provider is expanding its activities by collaborating with drugstore chains to provide medicines after a telemedicine consultation.
Research Objectives
LITERATURE REVIEW
The unified theory of acceptance and use of technology
- Performance expectancy (PE)
- Social influence (SI)
- Personal innovativeness (PI)
- Perceived Risk (PR)
- Accessibility (AC)
- Behavioral Intention of Use (INTU)
It is crucial that clinicians participate in the process of adopting telehealth equipment (Kohnke et al, 2014). Besides, the technological advancement, users find it in the effective healthcare technology to meet their healthcare needs, the researcher will illustrate more positive intentions. Personal innovation in the domain of information technology can potentially be used to enrich more broadly focused models of IT implementation that include constructs other than individual beliefs or perceptions as drivers of technology adoption decisions (Agarwal and Prasad, 1998).
Based on the results of this research, it seems that innovative behavior will play an important role in the future. One component of access, accessibility as “the ratio of the location of the supply to the location of the clients”, is often operationalized as how far people are from health services, regardless of their immediate need for those services (Seymour et al, 2022). In addition, the location and location of shopping centers is the most convenient in the mind of the customer in terms of accessibility to entertainment and relaxation areas.
The reason is that telecommunications companies are adapting to telehealth technology, in addition to the ongoing investment in the digital health market at this time. Finally, from a practical perspective, the rich understanding gained can help consumer intent telecommunications and healthcare organizations create better designs and marketing technologies to drive consumer experiences across different demographics at different stages of the usage curve.
METHODOLOGY
- Theoretical Framework
- Hypothesis 1: Performance expectancy has positive influence on usage intention towards end-to-end telemedicine health service rooms
- Hypothesis 2: Social influence has positive influence on usage intention towards end-to-end telemedicine health service rooms
- Hypothesis 3: Personal innovativeness has a positive influence on usage intention towards end-to-end telemedicine health service rooms
- Hypothesis 5: Accessibility has a positive influence on usage intention towards end-to-end telemedicine health service rooms
- Survey design
- Selection of respondents
- The measurement models
Perceived risk in this study refers to the transaction process and security in the telemedicine health spaces. Context-specific adjustments were then made to fit the adoption criteria for the use of telemedicine in the telehealth spaces. Therefore, the results will represent the understanding of the reason for motivation in customer behavior to use end-to-end telemedicine healthcare, expanding the demographic to rural areas.
In the descriptive analysis, the mean score and standard deviation of the collected data were given. Therefore, the ratio of group variance to within-group variance is most important in ANOVA (Kim, 2014). Meanwhile, correlation coefficients between 0.40 and 0.69 indicate a moderate correlation, and correlation coefficients between 0.70 and 0.89 indicate a strong correlation.
In the analysis, it will present a negative or positive relationship and a cause-and-effect relationship. In addition, this analysis also helps in understanding the extent to which the variance of the dependent variable is explained by the independent variables.
FINDINGS & ANALYSIS
Data collection
The first demographic profile of the respondents shows that of the 107 respondents, 32% were male and 68% were female (Figure 4.2). The third demographic information indicates that 76% of respondents were single and 24% of respondents were married in terms of marital status in this descriptive analysis (Figure 4.4).
Questionnaire
PE1: I expect the End-to-end Telemedicine service premises to help me get the health benefits efficiently. PE3: I expect that end-to-end Telemedicine service room will help me to receive fast service. SI1: Patient feedback has added value to my decision to use End-to-end Telemedicine service rooms.
SI2: A reputable board certified physician influenced me to think that I should use rooms for comprehensive telemedicine services. SI4: The environment surrounding the mall seems to motivate me to use the rooms for comprehensive telemedicine services. INTU1: I intend to use End-to-end Telemedicineservice rooms.at malls for consultation on health problems when needed in the coming months.
INTU2: I anticipate using End-to-end Telemedicineservice room.at malls for consultation on medical issues when needed in the next 3 months. INTU3: I plan to use End-to-end Telemedicineservice room.at malls to consult about health problems when needed in future.
Data Analysis
- Reliability analysis
- Mean score analysis
- T-Test Analysis Gender
- ANOVA Analysis
- Correlation Analysis
- Regression Analysis
End-to-end telemedicine service rooms may use my health information for health insurance purposes in an unethical manner. The highest mean score is shown in the question "I expect End-to-End Telemedicine service rooms to have a user-friendly access design." Patient feedback has added value to my decision to use end-to-end Telemedicine service rooms.
The surrounding environment of the mall seems to be what motivates me to use the End-to-End Telemedicine service room. Based on the analysis, social influence shows a significant effect on patients' behavioral intention to use end-to-end telemedicine health spaces (β=0.24, p=0.01). The result also shows a significant influence between personal innovativeness and patients' behavioral intention to use end-to-end telemedicine health rooms (β=0.40, p<0.01).
The same result with accessibility, which shows a significant effect on patients' behavioral intention to use end-to-end telemedicine health service rooms (β=0.36, p<0.01). In contrast, there is no significant effect between performance expectancy on patients' behavioral intention to use end-to-end telemedicine health service rooms (β=-0.05, p=0.53). This study confirms that personal innovativeness is the most important factor influencing patients' behavioral intention to use end-to-end telemedicine health service rooms.
The same result with accessibility having a significant effect on patients' behavioral intention to use end-to-end telemedicine health service rooms (β=0.36, p<0.01) (Table 4.11), and.
CONCLUSIONS & RECOMMENDATIONS
Recommendation
In addition, the surrounding environment of shopping malls affects patients who visited pharmacies and clinics for medical treatment, as shown in this study. These also seem to be promoted by the efficiency of end-to-end telemedicine service rooms. Patient feedback can refer to user experience in sharing medical treatment in end-to-end telemedicine service room to express the surrounding environment and whether it is possible to build trust among patients.
Considering the improved behavioral intention of patients with end-to-end telemedicine service rooms in shopping malls in Bangkok, accessibility should focus on drug seeking in case of emergency and open-closing time at shopping malls, which are the result of this study . These positive effects should gain the faith of patients by taking advantage of mall accessibility such as location, medical facilities and more. In conclusion, there are three reasons to communicate with the patients about the features, characteristics and benefits of the end-to-end telemedicine service rooms they offer.
It can build a relationship with customers at different stages such as pre-selling, selling and post-selling because it can increase brand awareness until it develops brand loyalty. Furthermore, at every step of customer-facing channel partners, healthcare organizations and/or telecom providers must create and deliver relevant information to patients to meet patient needs.
Conclusions
As a result, shopping malls in Bangkok represent convenience stores, which have the potential to create more medical value than shopping malls. It also takes advantage of opportunities to engage with customers and reach potential customers in markets by showing them video and image of tailors to create their own experiences. This study is to assess the factors influencing behavioral intention to use end-to-end telemedicine healthcare service rooms in Bangkok shopping malls from the patient's perspective.
Therefore, a well-known theory, namely the Unified Theory of Acceptance and Use of Technology (UTAUT), was integrated to examine the behavioral intentions of patients using performance expectancy and social influence. The result shows that personal innovativeness is the most critical determinant of patients' intention to use facilities for comprehensive telemedicine services, followed by accessibility and social influence. In addition, other context-related factors such as expected efficacy and perceived risk should be examined to better understand patients' behavioral intentions of use.
Limitations and Future Research
Therefore, it should include a larger number of participants to determine positive or negative effects on patients' behavioral intention to use. Finally, the scope of the study is limited to the Bangkok region as the capital city of a developing country; therefore, future research examining this research model in developing or developed country regions could reveal interesting findings regarding patients' behavioral intention to use.
Factors influencing the adoption of telemedicine health services during the COVID-19 pandemic crisis: an integrative research model. 2020), Strengths, Weaknesses, Opportunities and Threats (SWOT) Analysis of Telemedicine in Healthcare: A Bangladeshi Perspective, Journal of Science and Technology Research. The Potential Impact of Telemedicine on Medication Abortion Policy and Programming Changes on Abortion Access in the United States.
