UUM Repository | Universiti Utara Malaysian Institutional Repository
FAQs | Feedback | Search Tips | Sitemap

The application of technology acceptance model 2 (TAM 2) on health tourism purchase intention in Thailand


Nik Mat, Nik Kamariah and Phatthana, Wanlapha (2010) The application of technology acceptance model 2 (TAM 2) on health tourism purchase intention in Thailand. In: The Fisrt Seminar on: Entrepreneurship and Societal Development in Asean (ISE-SODA 2010) "Achieving Regional Growth through Entrepreneurship Education". Entrepreneurship and Societal Development in Asean (ISE-SODA 2010) "Achieving Regional Growth through Entrepreneurship Education", 27th February-1st March 2010, City Bayview Hotel Langkawi, pp. 146-159. ISBN 983-2078-36-4

[img] PDF
Restricted to Registered users only

Download (259kB)

Abstract

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.

Item Type: Book Section
Additional Information: This seminar is collaboration between The Co-operative and Entrepreneurship Development Institute (CEDI) of Universiti Utara Malaysia; National Entrepreneurship Institute (INSKEN); Universiti Padjajaran (UNPAD), Bandung; Universiti Komputer Indonesia (UNIKOM) and Prince Songkla of University (PSU), Thailand.
Uncontrolled Keywords: purchase intention, health fourism, perceived ease of use, perceived usefulness and image
Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure
Divisions: School of Business Management
Depositing User: Mrs. Norazmilah Yaakub
Date Deposited: 22 May 2011 07:12
Last Modified: 25 Apr 2016 08:29
URI: http://repo.uum.edu.my/id/eprint/2974

Actions (login required)

View Item View Item