Seventeenth International Conference on Technology, Knowledge, and Society

Abstract

This paper investigates the factors leading to consumers’ intention of adopting telemedicine services in the post-pandemic era in Thailand. Telemedicine is a process of seeking and providing healthcare services over electronic media where a healthcare professional assesses a patient through video call and provide consultation accordingly. Thailand over the years has attained a significant reputation in improving its health care system, thus, there is a new opportunity for the medical industry to expand the new types of service and gain more income. A survey questionnaire was formulated on the basis of The Unified Theory of Acceptance and Use of Technology (UTAUT) and Trust Belief (“TB”) models to collect data and analyze the Thai people’s intention of accessing healthcare through telemedicine services after the COVID-19 crisis. A sample size of 500 respondents on a non-probability selection basis was set to collect data. The study is based on mixed-method including both qualitative and quantitative studies. The qualitative part included interviews from key informants considered experts from the health industry. The quantitative analysis is based on a statistical test of the reliability of the questionnaire followed by multiple regression to identify the significance of the factors and model fit. The result of the analysis shows that the factors are significant to illustrate the relationship with consumer intention to use telemedicine. The study illustrates that trust in hospital, trust in doctors, performance expectancy, effort expectancy, and social influence were significant to customer intention of using telemedicine in the post-pandemic era.