The application of technology acceptance model 2 (TAM 2) on health tourism purchase intention in Thailand
lndisputably, health tourism seems to be a lucrative business in Thailand.Thailand is increasingly enjoying international acclaim for its health care services while touring the country. However, it is shown that only 28 percent of the health business depends on internet technology for purchase inten...
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| Main Authors: | , |
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| Format: | Book Section |
| Language: | English |
| Published: |
Entrepreneurship and Societal Development in Asean (ISE-SODA 2010) "Achieving Regional Growth through Entrepreneurship Education", 27th February-1st March 2010, City Bayview Hotel Langkawi
2010
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| Subjects: | |
| Online Access: | http://repo.uum.edu.my/2974/1/Pages_from_The_First_Seminar_on._Entrepreneurship_and_Social_Development_in_Asean999.pdf http://repo.uum.edu.my/2974/ |
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| Summary: | lndisputably, health tourism seems to be a lucrative business in Thailand.Thailand is increasingly enjoying international acclaim for its health care services while touring the country. However, it is shown that only 28 percent of the health business depends on internet technology for purchase intention. Purchase intention is defined as the degree to which the consumer would like to purchase in the future (Chu and Lu, 2007). The main objective of the study is to examine the factors that predict purchase intention of health tourism using the internet based on TAM 2 underpinning theory. Based on the literature three factors (perceived usefulness, perceived ease of use and image) could be hypothesized as affecting purchase intention. Constructs measuring perceived ease of use (6 items), perceived usefulness (5 items), image (8 items) and purchase intention (5 items), were adapted to be measured by 7-point Likert-scale. The primary data was
collected ,from 300 target respondents of foreign patients who came for health care services in Thailand's private hospitals. The responses collected were 236 completed questionnaires representing 78% response rate. The result of the study shows that all hypotheses were supported
indicating the robustness of TAM 2 model for the explaining tourist intention for health tourism using the information technology. The findings of this study are discussed in the perspective of health tourism and its implications to patients purchase intentions. |
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