The Influence of Online Media and Consumer Behavior on the Decision on the Service Use of the Klinique Medical Clinic

Abstract

          The objectives of this research were: 1) to study the exposure to social media influencing the decision on the service use at The Klinique; 2) to examine consumer behavior affecting the decision on service use at The Klinique; and 3) to study the decision on service use at The Klinique by consumers in Bangkok. This was quantitative research. The sample group consisted of 400 male and female consumers using services at The Klinique and residing in Bangkok. The research tool was a questionnaire distributed online. Data were analyzed using descriptive statistics, including mean and standard deviation. Hypothesis testing was conducted using Pearson’s correlation statistics. The findings revealed that: 1) Social media exposure influenced the decision to use services at The Klinique was at a moderate level (= 3.45); 2) Consumer behavior influencing the decision to use services at The Klinique was at a moderate level (= 3.36); and 3) The decision to use services at The Klinique was at a high level overall (=4.28). The hypothesis testing results indicated that social media exposure and consumer behavior were significantly correlated with the decision to use services at The Klinique, in the same direction, at a significance level of .05