Date of Publication

9-19-2020

Document Type

Master's Thesis

Degree Name

Master of Science in Marketing

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Luz Suplico Jeong

Defense Panel Chair

Reynaldo Bautista, Jr.

Defense Panel Member

Rayan Dui
Miguel Paolo Paredes

Abstract/Summary

The purpose of this research to identify the influences that can lead to the behavioral intention of Generation X Filipinos to Telemedicine. The Unified Theory on Acceptance and Use of Technology by Venkatesh was used as basis for the conceptual framework. Data were gathered through a survey questionnaire among 387 Generation X Filipinos residing in Metro Manila. The results reflected that facilitating conditions (p = <0.001) and monetary value (p = 0.001) significantly affect the behavioral intention to use Telemedicine whereas performance expectancy (p = 0.118), effort expectancy (p = 0.710), and social influence (p = 0.006) were statistically insignificant. Gender which was treated as a moderating variable does not influence intention. The study suggests that marketers should communicate effectively the availability of support when facilitating Telemedicine and the affordability of the services compared to its alternatives.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Telecommunication in medicine—Marketing

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Embargo Period

8-25-2022

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