THE INFLUENCE OF PERCEIVED PLATFORM QUALITY ON THE DECISION TO ADOPT ONLINE MEDICAL APPLICATION SERVICES: THE MEDIATING ROLES OF TECHNOLOGY ACCEPTANCE AND PLATFORM TRUST WITHIN THE STIMULUS–ORGANISM–RESPONSE FRAMEWORK
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Abstract
This research aimed to study the influence of perceived platform quality on technology acceptance, trust, and the decision to use online medical application services, as well as to examine the influence and mediating roles of technology acceptance and trust in the platform in the relationship between perceived platform quality and the decision to use the service under the Stimulus–Organism–Response (S-O-R) framework.
This study employed a quantitative research design using a cross-sectional survey. The sample consisted of 400 users of online medical applications residing in Bangkok who had actually used the service at least once. The participants were selected through purposive sampling. The research instrument was a seven-point Likert scale questionnaire, and the data were analyzed using confirmatory factor analysis, regression analysis, and Hayes PROCESS Macro Model 4 to test direct and indirect effects.
The research findings revealed that perceived platform quality had a statistically significant positive influence on the decision to use the service. In addition, perceived platform quality had a positive influence on technology acceptance and trust in the platform, while both technology acceptance and trust in the platform also had positive influences on the decision to use the service. The results of the indirect effect test indicated that technology acceptance and trust in the platform served as partial mediating variables in the relationship between perceived platform quality and the decision to use the service with statistical significance. The findings of this study confirm the appropriateness of the S-O-R framework in explaining the behavior of digital health service users and indicate that the development of online medical applications should emphasize platform quality, the promotion of technology acceptance, and the creation of trust in order to increase the likelihood that users will decide to actually use the service.
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This article is published and copyrighted by the Science and Technology Journal. South East Bangkok University
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