อิทธิพลของส่วนประสมการตลาดออนไลน์ต่อความตั้งใจใช้บริการห้องปฏิบัติการทางการแพทย์ผ่านแอปพลิเคชันเมดิซีของผู้ใช้บริการในอาเภอเมืองเชียงใหม่

Abstract

This independent research aimed to study the influences of online marketing mix on intention to use medical laboratory services from MeDiSee application among users in Mueang Chiang Mai district, using both paper and online questionnaires as tools to collect data from users who lived or worked in the area. Data were gathered from 300 persons who had received services from medical laboratories in hospitals and clinics for at least a year and had never used MeDiSee application before but intended to have interest in convenient and simple search advantage provided by the App service. Samples were selected by quota selection and data were analyzed to gain descriptive statistic data including frequency, percentage, average and standard deviation. Inference statistic methods used were multiple regression analysis t-test analysis and one-way analysis of variance. The results showed that the majority of respondents were single women, employed in private companies with an average monthly income of 30,001-40,000 THB and bachelor's degrees, who had used medical applications such as N Health and medical laboratory services through hospital/clinic direct access for 1-3 times per year. The average cost of the service was 1,000-2,500 THB for annual health checkup as the main reason. Strong impulses leading to willingness to use medical applications via smart phones or tablets were mostly because of acquaintances’ recommendation and payment on delivery. The feedback on all online marketing components showed very good level of willingness to use the Medici application service, except for the marketing promotion factor which was likely in a moderate level. The components of online marketing mix that influenced willingness to use medical laboratory services through MeDiSee App by users in Mueang Chiang Mai District consisted of product and promotion components. The online marketing mix components affecting users aged 18-60 and over 61 years to have an annual health check-up were product and promotion components. The product component also had effect on willingness of users to use the service recommended by doctors, having congenital diseases and abnormalities that required continuous checkup. In addition, different age group users required different levels of health examination services and had different reasons to use the medical laboratory service. Therefore, their opinions on medical laboratory usage via MeDiSee were varied.