Measuring Intention to Purchase Innovative Personal Health Assistant Services of Hypertension Patients in A Private Hospital in Bangkok
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Purpose: This research examines the influencing factors of purchase intention on innovative personal health assistant services of hypertension patients of Bumrungrad Hospital. The conceptual framework contains five variables: brand image, perceived service quality, patient satisfaction, Word of mouth, and purchase intention. Research design, data, and methodology: The data collection is to distribute questionnaires to 500 participants who are hypertension symptoms. The researcher applied probability and nonprobability sampling techniques, including purposive, stratified random, and convenience samplings. Before the data collection, content validity was reserved by the index of item objective congruence (IOC), and Cronbach’s Alpha approved a pilot study of 50 samples. The data were analyzed using descriptive statistics, confirmatory factor analysis (CFA), and structural equation modeling (SEM) methodology. Results: All five hypotheses are supported in this study. Brand image has a significant impact on perceived service quality. Perceived service quality has a significant impact on patient satisfaction. Patient satisfaction has a significant impact on Word of mouth. Furthermore, Word of the Mount significantly impacts brand image and purchase intention. Conclusions: Healthcare service providers can enhance the purchase intention of digital healthcare technology where it could be remarkably beneficial to patients to track and monitor their health conditions.
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