Behavioral intention study of Thai consumers' using mobile medical consultation service application.

Abstract

The purpose of this thematic paper is to explore the key factors that influence Thai consumer behavior in using the Mobile Medical Consultation Service Application. Therefore, we can develop the application which is one of the telemedicine applications by adapting the knowledge and finding from this research including ascertaining the appropriate strategies for the current or future telemedicine service providers to improve their service. This research uses a quantitative method to examine the relationship between factors and intention to use the mobile medical consultation service application. The conceptual framework of this study was adopted from the Technology Acceptance Model (TAM) theory. The data were collected from conducting the online survey via google form with 290 respondents who were at working age. The research results indicate that there were several factors influenced Thai consumers' intention to use the mobile medical consultation service application. This research will benefit anyone as a guideline to understand Thai consumers’ insight and apply suitable marketing strategies to match Thai consumers’ behavior for a better chance to be a success in the business.