Investigating pet owners' intentions to use telemedicine for their beloved pets in Myanmar

Abstract

In the modern landscape of veterinary healthcare, telemedicine has become a crucial innovation, especially for regions with limited access to healthcare resources. This study investigates the factors influencing pet owners' intentions to adopt telemedicine for pet healthcare in Myanmar, utilizing the Unified Theory of Acceptance and Use of Technology 2 (UTAUT-2) as the guiding framework. Focusing on Performance Expectancy, Effort Expectancy, Social Influence, and Price Value, the research employs a qualitative approach, conducting semi-structured interviews with pet owners across Myanmar. The findings reveal that while Performance Expectancy and Effort Expectancy significantly shape the willingness to use telemedicine, Social Influence is less impactful in this context. Price Value also emerges as a significant factor, highlighting pet owners' sensitivity to the cost-effectiveness of telemedicine services. This study contributes to the understanding of telemedicine adoption in pet healthcare, especially in the context of a developing country. It highlights the need for user-friendly, accessible, and financially viable telemedicine solutions to enhance pet healthcare access in Myanmar, considering the unique cultural and infrastructural challenges.