Factors Affecting Health Technology Acceptance via Social Media among Gen-Y in Songkhla Province
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Abstract
This research aimed to study: 1) the health attitude level; 2) perceived risk
of health; 3) online marketing mix factors; 4) health technology acceptance; and 5) factors affecting health technology acceptance via social media among Gen-Y in Songkhla province. The sampling group included 400 people. Data was collected using an online questionnaire. The statistics used in data analysis were frequency, percentage, mean, standard deviation, and multiple regression analysis. The results found that most of the representatives in the sample were females, with ages between 24 and 29, and with a bachelor's degree. Most worked for themselves or a company, and the pay ranged from 10,000 to 15,000 baht. Most respondents' social media access tools were smartphones, and the time when they utilized social media was from 6:00 a.m. to 9:00 p.m. The level of health-related attitudes was at its highest, with an average of 4.30. The average level of risk perception was high at 4.04. The level of online marketing mix elements was at a high level, with an average of 4.22. The level of acceptability of the use of health technology was 4.29. The factors affecting the acceptability of health technology through social media were: 1) personal service, 2) pricing, 3) channel, 4) marketing promotion, and 5) comprehension. The hypothesis testing revealed that health attitudes level, perceived risk of health and online marketing mix factors influenced health technology acceptance through social media and was statistically significant at the 0.05 level. The results of a study can enhance and innovate health technology via social media.
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