Key factors influencing customers to use sports cardiology services in Thailand

Abstract

Introduction: Sports cardiology is considered a new specialized medical field in Thailand; hence, there is limited study in gathering what factors influence the customers to use sports cardiology services in Thailand. Methods: The literature review identified possible factors influencing the customers to use sports cardiology services, then an online questionnaire was distributed on social media apps targeting only adults who are 18 years old or older to evaluate each factor and their intention to use sports cardiology services on a 4-point Linkert scale. Then, key components are analyzed using factor analysis and multiple regression of the derived components to verify their association with the intention to use the services. Result: There were 234 eligible respondents; 63 percent are female, and 46.5 percent have an age range between 36 and 45 years old. Twenty-six components were reduced by factor analysis, and the remaining are categorized into four factors: Perceived Usefulness, Reliable Innovation, Social Influence, and Service Safety. However, after multiple regression analysis, the only factor that most influences the intention of customers to use sports cardiology is Social Influence. (P value =.006) Conclusion: Sports cardiology services are new and offer numerous benefits to both individuals and the public. Effective marketing strategies that influence customers to use their services through social media influencers and personal trainers are key to successfully promoting this new branch of medical science in the community.