Structural equation model of information technology acceptance, e-service quality, and trust affecting consumer’s decision to use telepharmacy in the health region 12, Thailand

Abstract

The objectives of this research were to study the components, relationships, and influences of factors affecting consumer’s decision to use telepharmacy in the health region 12, Thailand, and to develop a structural equation model of information technology acceptance, e-service quality, and trust affecting consumer’s decision to use telepharmacy in the health region 12, Thailand with the mixed methods research. The samples of qualitative research by in-depth interviews were drawn from key informants including pharmacists, technology experts, and consumers in the study area, totaling 24 persons. The population used in the research were persons aged 18 years and over in the health region 12 of Thailand, with a sample size of 420 persons, using a non-probability random sampling method. Data were collected by interviews and quantitative questionnaires. The statistics used for data analysis were frequency, percentage, mean, standard deviation, and Structural Equation Modeling (SEM). The qualitative research results found that the components and relationship of various factors. The results obtained from the empirical data were consistent with the hypothesized model synthesized from the literature review. Related theories and research that were appropriate for generating a quantitative research concept. For the quantitative research result, it was found that the structural equation model developed was harmoniously consistent with the empirical data. The index values passed all acceptance criteria were 2/df = 0.287, CFI = 1.000, GFI = 1.000, AGFI = 0.989, RMSEA = 0.000, and RMR = 0.001, factors affecting consumer’s decision to use telepharmacy in the health region 12, Thailand through descending order of importance were trust, information technology acceptance, and e-service quality.