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  1. Yangon University of Economics
  2. Master of Business Administrations (MBA/EMBA)

Factors Influencing Consumer Attitude and Intention to Use of E-Health Service in Myanmar (Myat Thiri Maw, 2022)

https://meral.edu.mm/records/8220
https://meral.edu.mm/records/8220
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cba29c88-9f4d-48c7-8de1-9a59b3f65d63
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Title
Title Factors Influencing Consumer Attitude and Intention to Use of E-Health Service in Myanmar (Myat Thiri Maw, 2022)
Language en
Publication date 2022-04-01
Authors
Myat Thiri Maw
Description
This study focuses on the influencing factors of consumer attitude and intention to
use towards e-Health service in Myanmar. The purpose of this study aims to examine the
influencing factors on consumer attitude and to analyze the effect of the consumer
attitude on intention to use towards e-Health service in Myanmar. To reach the study
objectives, the study is conducted using multiple regression analysis. In this study, twostage sampling method is used to select the respondents. In the first stage, 3 out of 21
healthcare knowledge sharing Facebook groups are selected by simple random sampling
method. In the second stage, 384 respondents are chosen with systematic sampling
method in which every fifth members of the groups are selected. The findings of the study
show that perceived usefulness and social factors are significantly influenced on
consumer attitude. In addition, cognitive attitude also affects their intention to use
towards e-Health service in Myanmar. It highlights their positive attitude of consumer
lead to intention to use of e-Health service in Myanmar. Based on the findings, the study
suggests and recommends that e-Health service providers should focus on social
influence factor which are being influenced by perceptions of professionals. Moreover, eHealth service provider should create the user-friendly platform for accessing information
with comfort, convenience to find health related information and creating user friendly
platform to achieve the positive attitude of consumers.
Thesis/dissertations
Yangon University of Economics
Dr. Myint Thu Zar Ei
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