SUCCESS FACTORS OF TELEMEDICINE STARTUP IN VIETNAM: THE ROADMAP TO TRANSFORM HEALTHCARE CUSTOMER BEHAVIOR

Abstract

Introduction & Objective: Telemedicine has become a breakthrough solution for improving access to health care services. In Vietnam, telemedicine is a key national program developed by the Ministry of Health and the government. However, the implementation process encountered many challenges, and the number of successful businesses in this field is still limited. This study integrated the technology acceptance model and the extended valance framework to develop an efficient behavioral model for investigating the relationship between trust in provider, perceived ease of use, perceived benefit, and perceived risk on usage intention.; Methods: The proposed framework was verified through in-depth interviews with three experts in the Vietnamese health technology market and was tested by 246 participants via a web-based survey.; Results: Generally, the findings showed that perceived ease of use and perceived benefit positively and significantly affected usage intention, whereas perceived risk negatively and significantly influenced usage intention. Trust in the provider positively and significantly influenced usage intention and perceived benefit, but negatively influenced perceived risk (β = -0.677, p = 0.000). Perceived ease of use significantly and positively affected perceived benefit, whereas the effect of perceived ease of use on perceived risk was not statistically significant (p = 0.128).; Conclusion: The proposed hypothetical model offers empirical insights for healthcare professionals, service providers, and authorities. Moreover, it can serve as a theoretical basis for future research