A Study Development of Telemedicine Service and Guidelines for Promoting in Thailand

Abstract

This study is research and development with the objectives to (1) examine the significant determinants influencing the adoption and implementation of telemedicine services within the Thai healthcare system; (2) analyze the extent of the causal relationship among identified factors shaping telemedicine service delivery in Thailand; and (3) develop telemedicine service guidelines for enhancing the advancement and utilization of telemedicine services in Thai healthcare. A mixed-mode data collection strategy was employed, combining online and traditional methods. Stratified random sampling was used to ensure proportional representation across key demographic strata among patients using major telemedicine platforms (Mordee, DoctorAnywhere, and Clicknic). The sample size (220–440 participants) was determined based on Structural Equation Modeling (SEM) guidelines (5–10 participants per observable variable, given 22 observable variables). Data were collected using a five-point Likert-scale questionnaire, validated by expert review (Index of Item-Objective Congruence > 0.80), and reliability assessed via Cronbach’s alpha (threshold ≥ 0.7). The conceptual framework integrates constructs from the Technology Acceptance Model (TAM) and Theory of Planned Behavior (TPB), focusing on Perceived Ease of Use (PEOU), Perceived Usefulness (PU), Attitude, Subjective Norms (SN), and Perceived Behavioral Control (PBC) as predictors of Behavioral Intention to use telemedicine. Findings aim to inform policy and practice for equitable telemedicine expansion in Thailand’s urban-rural healthcare divide.