The study of patient’s motivation and technology acceptance affecting the decision to use telemedicine of the spine specialist hospital*

Abstract

The aims of this study were (1) to investigate the patients’ motivations affecting their decisions to use telemedicine of the spine specialty hospital (2) to study factors related to technology acceptance of patients that affect their decision to use the telemedicine of the spine specialty hospital (3) to study the patients’ attitudes regarding marketing mix that influence their decision to use the telemedicine of the spine specialty hospital (4) to provide marketing guide for the specialty hospital in order to create the competitive advantage. This study used mixed method; qualitative and quantitative approaches. The quantitative research by using questionnaire survey with patients who have used telemedicine. The statistics for analyzing data were percentage, mean, standard deviation, and multiple linear regression with the statistical significance 0.05. According to the results, (1) rational motivation affects the decision to use the telemedicine of the spine specialty hospital, (2) The acceptance on technology in term of benefit and ease of use the decision to use the telemedicine of the spine specialty hospital, (3) The marketing mix in term of product, channel, process, and physical evidence affect patients’ decisions to use the hospital’s telemedicine. In addition, from qualitative research by interview, the result found that the director and department manager indicated that most patients accept technology because of convenience, less time-consuming and cost, avoidance Corona Virus 19, as well as easiness to use the system, and various contact channels. For patients’ perspectives, most patients agree that no waiting physicians, convenance, less time-consuming, easiness to use and response to all telephone signal with showing modern and clear outcome. (4) The hospital can apply this research result to improve telemedicine service and to persuade patients to use telemedicine by using public relations via brochures and website, as well as, encouraging personnel to suggest patients by showing the benefits and easy usage of telemedicine