an investigation of factors influencing adoption of

AN INVESTIGATION OF FACTORS INFLUENCING

ADOPTION OF ACUPUNCTURE AMONG

THAI ADULTS

BY

MISS BENJAWAN JAMPASARN

AN INDEPENDENT STUDY SUBMITTED IN PARTIAL

FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE

OF MASTER OF SCIENCE PROGRAM IN MARKETING

(INTERNATIONAL PROGRAM)

FACULTY OF COMMERCE AND ACCOUNTANCY

THAMMASAT UNIVERSITY

ACADEMIC YEAR 2018

COPYRIGHT OF THAMMASAT UNIVERSITY

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Independent Study Title AN INVESTIGATION OF FACTORS

INFLUENCING ADOPTION OF

ACUPUNCTURE AMONG THAI ADULTS

Author Miss Benjawan Jampasarn

Degree Master of Science Program in Marketing

(International Program)

Major Field/Faculty/University Faculty of Commerce and Accountancy

Thammasat University

Independent Study Advisor Professor Malcolm C. Smith, Ph.D.

Academic Years 2018

ABSTRACT

Acupuncture, a form of Traditional Chinese Medicine (TCM), has

expanded globally and gained acceptance by both consumers and the scientific

community alike. The total revenue of the global acupuncture market is expected to

reach USD 24,551.6 million by the end of 2023 (Globenewswire, 2018). In Thailand,

acupuncture is widely used as a form of medical treatment. However, limited studies

have been conducted about the overall societal perception of acupuncture in Thailand

and factors influencing adoption of acupuncture among Thai adults.

“An Investigation of Factors Influencing Adoption of Acupuncture among

Thai Adults” is an applied contemporary marketing study focusing on a health issue.

The main objectives of the study are (1) To identify and analyze characteristics of

current users and potential users, (2) To understand the attitudes towards acupuncture

among current users, lapsed-users and non-users, (3) To determine factors that

influence current users’ and lapsed-users’ decision to use acupuncture, and (4) To

investigate factors that prevent non-users from using acupuncture.

The research utilized both exploratory and descriptive methods. The

exploratory research included secondary research from reliable sources and in-depth

interviews of eight respondents to gain an understanding of attitude towards

acupuncture and the decision-making criteria in purchasing acupuncture. The

descriptive research was conducted with an online questionnaire with 150 respondents

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using a convenience sampling method. Target respondents were males and females

living in Bangkok with ages ranging from 20 to 70 years old who are current users,

lapsed-users, and non-users. Completed questionnaires were analyzed using the

Statistical Package for the Social Sciences (SPSS) software.

According to the results of the study, current users and lapsed-users had

positive attitudes towards acupuncture. The majority of current users and lapsed-users

received advice and positive referral from relatives and friends. Their top three

purchasing factors were (1) Cleanliness of the clinic, (2) Qualification of the

acupuncturist, and (3) Appointment schedule (acupuncturist availability).

The top three factors that prevented non-users from trying acupuncture

were (1) a lack of understanding about treatment cost, (2) concerns about hygiene and

safety of the acupuncture equipment, and (3) a belief that western medicine is more

effective than acupuncture.

Various key recommendations were tailored for different user groups. For

non-users, creating awareness to address their concerns and improve perception

towards acupuncture is recommended. For lapsed users, running attractive promotions

would be important as it was a main area identified to be lacking. Lastly, for current

users, as they value service quality and satisfaction levels, it is important to increase

service levels to maintain customer base.

The knowledge and insights obtained through this study, therefore, are of

significance to acupuncturists, business owners, and marketing managers in the Thai

acupuncture industry to broaden their understanding of consumers’ attitudes towards

acupuncture and factors influencing the adoption of acupuncture. The insights gained

from the study can aid acupuncture practitioners in developing effective marketing

strategies to better capitalize on the rapid growth of the acupuncture industry.

Keywords: Acupuncture, Bangkok, Influencing factors, Purchase decision

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ACKNOWLEDGEMENTS

I would like to express my appreciation and gratitude to my advisor, Prof.

Malcolm C. Smith, for his recommendations and guidance throughout the study. Prof.

Malcolm C. Smith dedicated his time to support and answer my questions via e-mail,

video call, and a face-to-face meeting in Thailand.

In addition, I would like to express my appreciation to all respondents who

spent their valuable time on my in-depth interviews and questionnaires. I would also

like to thank all my friends, and colleagues for their encouragement and support.

Lastly, I take this opportunity to express the profound gratitude from my

deep heart to my parents for their love and continuous support both spiritually and

materially.

Miss Benjawan Jampasarn

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TABLE OF CONTENTS

Page

ABSTRACT (1)

ACKNOWLEDGEMENTS (3)

LIST OF TABLES (8)

LIST OF FIGURES (9)

CHAPTER 1 INTRODUCTION 1

1.1 Introduction to the Study 1

1.2 Research Objectives 2

CHAPTER 2 REVIEW OF LITERATURE 4

2.1 Acupuncture Industry Overview in Thailand 4

2.2 Attitudes towards Acupuncture 4

2.3 Factors Influencing Attitudes towards Acupuncture Usage and

Adoption

5

2.4 Factors in Selecting an Acupuncturist 6

2.5 Summary of Literature Review 6

CHAPTER 3 RESEARCH METHODOLOGY 8

3.1 Exploratory Research Design 8

3.1.1 Secondary Research 8

3.1.2 In-depth Interviews 8

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3.2 Descriptive Research 9

3.3 Target Population 9

3.4 Identification of Key Variables 9

3.5 Data Collection 10

3.6 Sample Size 11

3.7 Data Analysis 11

CHAPTER 4 RESULTS AND DISCUSSION 12

4.1 Key Findings from In-depth Interviews 12

4.1.1 Attitudes towards Acupuncture 12

4.1.2 Selection Criteria for Purchasing Acupuncture 13

4.1.3 Willingness to pay for Acupuncture 13

4.2 Key Findings from Questionnaire 13

4.2.1 General Profile of Respondents 13

4.2.2 Current and Potential Consumers’ Profile 14

4.2.2.1 Behaviors 14

4.2.2.2 Pre-Existing Ailments 17

4.2.2.3 Severity of Ailments before Undergoing

Acupuncture Treatment

19

4.2.3 Attitudes towards Acupuncture among Current users,

Lapsed-users and Non-users

19

4.2.3.1 The General Attitude towards Acupuncture 19

4.2.3.2 Attitudes towards Effectiveness of Acupuncture in

Curing Ailments

20

4.2.3.3 Attitudes toward Price of Acupuncture 21

4.2.4 The Differences in Perceived Marketing Mix Factors that

Influence Acupuncture Current users’ and

Lapsed-users’ Decision

22

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4.2.4.1 Factors that Affect Current users’ and Lapsed-

users’ Decision to Use Acupuncture towards

Marketing Mix 7Ps

22

4.2.4.2 External Factors that Affect Current users’ and

Lapsed-users’ Decision to use Acupuncture

24

4.2.5 The Factors Prevent Non-users to Use Acupuncture 25

4.2.5.1 Factors that Prevent Non-users to Use Acupuncture

towards Marketing Mix 7Ps

25

4.2.5.2 External Factors that Prevent Non-users to Use

Acupuncture

29

CHAPTER 5 CONCLUSIONS AND RECOMMENDATIOS 31

5.1 Conclusions 31

5.1.1 Profile of the Current and Potential Consumers 31

5.1.2 Thai Adults’ Attitudes towards Acupuncture 31

5.1.3 Current users and Lapsed-users Criteria to Use

Acupuncture

32

5.1.4 Factors that Prevent Lapsed-users to continue Using

Acupuncture

32

5.1.5 The Factors that Prevent Non-users to Purchase

Acupuncture

32

5.2 Recommendations 32

5.3 Limitations of the study 33

REFERENCES 34

APPENDICES

APPENDIX A: In-depth Interview Questions 37

APPENDIX B: Online Questionnaire 38

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APPENDIX C: Summary of General Profile of Respondents 54

APPENDIX D: Factor Analysis of Behavior Factors 56

APPENDIX E: The Differences of Attitude towards Acupuncture 57

APPENDIX F: The Barriers for Lapsed-users in Continuing their

Usage of Acupuncture

60

APPENDIX G: The Acceptable Price for Purchasing an

Acupuncture by Non-users

62

APPENDIX H: Follow-up Tukey Post Hoc Test 63

BIOGRAPHY 69

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LIST OF TABLES

Tables Page

3.1 Sample Size 11

4.1 The Differences of Agreement towards Behavior Factors 15

4.2 The Differences of Pre-Existing Ailments by Current User and

Lapsed-Users

17

4.3 The Differences of Level of Severity of Ailments before

Undergoing Acupuncture Treatment by Current users and Lapsed-

users

19

4.4 The Differences of Perceptions towards Marketing Mix Factors to

Use Acupuncture between Current users and Lapsed-users

22

4.5 The Differences of Perceptions towards Influencing External

Factors to Use Acupuncture between Current users and Lapsed

users

24

4.6 The Differences of Perceptions towards Barriers from Marketing

Mix to Use Acupuncture between Non-users who are Interested

and not Interested to Try Acupuncture

26

4.7 The Differences of Perceptions towards Barriers from External not

Factors to Use Acupuncture between Non-users who are

Interested and Interested to Try Acupuncture

30

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LIST OF FIGURES

Figures Page

3.1 Research Design 8

3.2 Independent Variables and Dependent Variable 10

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CHAPTER 1

INTRODUCTION

1.1 Introduction to the Study

Traditional Chinese Medicine (TCM) is a form of medicine based on the

Chinese philosophy of the correspondence between Nature and human beings (Taoist

Sanctuary of San Diego, 2016). A popular and key form of TCM is acupuncture, a

practice with more than 2,500 years of history (National Center for Complementary and

Integrative Health, 2013).

Acupuncture involves the insertion of thin needles into specific points of

the human body, followed by manual oscillation or electrical stimulation of the needles.

For many, acupuncture alleviates physical discomfort and improves overall well-being

of the body (Mann, 1992). The World Health Organization has also published a list of

more than 50 health ailments that can be effectively treated by acupuncture (British

Acupuncture Council, 2018).

Over the course of centuries, acupuncture has expanded globally and

gained acceptance by both consumers and the scientific community. According to

statistics, there are over 100,000 acupuncturists and over 20,000 registered TCM

practitioners worldwide, with more than 50,000 institutions and clinics providing TCM

services (including acupuncture) in 160 countries (Wang & Li, 2013).

The revenue of Global Acupuncture Market is expected to reach USD

24,551.6 million by the end of 2023. The Industry is also projected to expand at 14.50

% CAGR from 2018 to 2023 (Globenewswire, 2018). Yet, as will be seen in the

literature review below, limited studies have been conducted specifically on

acupuncture in Thailand, and little is known about the overall societal perception of

acupuncture and the factors influencing adoption of acupuncture among Thai adults.

Therefore, this study will be using a contemporary topic in applied marketing focusing

on a health area of marketing knowledge. It aims to describe how consumers perceive

acupuncture and identify barriers and key factors in adopting acupuncture. The

knowledge and insights obtained through this study will be of significance to

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acupuncturists and related business owners in Thailand’s Traditional Chinese Medicine

industry, allowing them to better capitalize on the rapid growth of the acupuncture

industry.

1.2 Research Objectives

Acupuncture has gained acceptance worldwide and, in turn, creates more

opportunities for the medical industry. To capitalize on these opportunities, however,

business owners and marketers will need to understand more deeply about consumer

behavior and drivers behind such behavior, which is difficult given limited present

research on acupuncture in the Thailand context. Therefore, there are four main

objectives of this research:

1.2.1 To identify the current users, potential users and their profiles

according to following characteristics

1.2.1.1 Demographics

1.2.1.2 Behaviors

1.2.1.3 Pre-existing ailments

1.2.1.4 Severity of ailments before undergoing acupuncture treatment

1.2.2 To understand the attitudes towards acupuncture among current

users, lapsed-users and non-users

1.2.2.1 To determine the general attitude towards acupuncture from

current users’, lapsed- users’ and non-users’ perspectives

1.2.2.2 To determine the attitude towards effectiveness of

acupuncture in curing ailments from users’, lapsed-users’ and non-users’ perspectives

1.2.2.3 To determine the attitude towards price of acupuncture from

current users’, lapsed-users’ and non-users’ perspectives

1.2.3 To determine factors that influence current users’ and lapsed-users’

decision to use acupuncture

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1.2.3.1 To determine factors that affect current users’ and lapsed-

users’ decision to use acupuncture towards marketing mix 7Ps

(1) Product/ Service

(2) Pricing

(3) Promotion

(4) Place

(5) People

(6) Process

(7) Physical evidence

1.2.3.2 To determine external factors that influence current users’ and

lapsed-users’ decision to use acupuncture

(1) Friends and relatives recommendations

(2) Medical doctors’ rating database

1.2.4 To find out factors that prevent non-users from using acupuncture

1.2.4.1 To determine factors that prevent non-users from using

acupuncture towards marketing mix 7Ps

(1) Product/ Service

(2) Pricing

(3) Promotion

(4) Place

(5) People

(6) Process

(7) Physical evidence

1.2.4.2 To determine external factors that prevent non-users from

using acupuncture

(1) Friends and relatives recommendations

(2) Medical doctors’ rating database

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CHAPTER 2

REVIEW OF LITERATURE

2.1 Acupuncture Industry Overview in Thailand

Traditional Chinese Medicine (TCM) was first brought to Thailand by

Chinese merchants in the 3rd century, or during Sukhothai (Pongsatorn, 2015). Over the

years, acupuncture has slowly become more mainstream and accepted in Thailand as a

form of alternative medicine. The Thailand government has also lent its support to the

practice of acupuncture, founding organizations such as the Acupuncture Medical

Association of Thailand. The Ministry of Public Health has also arranged training

programs for doctors and put in place regulations to enhance the legitimacy and uphold

quality of acupuncture services, mandating that all acupuncturists must obtain licenses

before being allowed to operate. According to the Department of Thai Traditional and

Alternative Medicine, there are a total of 112 acupuncturists under government

hospitals located in Bangkok. In addition, over 1,300 doctors practicing Western

medicine had also passed a 3-month program, allowing them to operate an acupuncture

practice in the future (Ministry of Public Health, 2013).

Although acupuncture is becoming increasingly mainstream and accepted

in Thailand, there are still barriers and obstacles to widespread adoption. Some of the

main challenges to increase acupuncture adoption include low service level in the

industry and the lack of affordable service leading to usage being largely limited to the

higher socioeconomic population (Praditbathuka, Rojsang, Aungsuchot, & Saomung,

2018). It was also found from this study that the key factors influencing consumer usage

of acupuncture were its adequacy as a form of treatment, followed by safety, and service

satisfaction.

2.2 Attitudes toward Acupuncture

Acupuncture is widely acknowledged and accepted as an alternative

medicine worldwide. In America, over one million people receive acupuncture

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treatment each year. There are over 20% of Canadians and more than 2.8 million

Australians who receive acupuncture treatment annually. In Britain, 2.5 million people

tend to choose traditional medical service per year such as Chinese herbal medicine,

massage, and acupuncture (Wang & Li, 2013).

Past studies have examined global usage patterns and attitudes towards

acupuncture. In Taiwan, 23% of the general public have used acupuncture in the past 7

years, with musculoskeletal and neurologic disorders being the main ailments treated

by acupuncture (Chan, Siu, & Fung, 2016). Similarly, a Taiwanese survey also found

that chronic diseases, muscle problems, fractures, sprains and joint pain are the most

common ailments that respondents perceived acupuncture to be useful for (Chan,

Tsang, & Fung, 2015). Many patients in the United States are turning to acupuncture

treatment to treat chronic pain instead of using pharmaceutical antibiotics or painkillers.

A common driver for the switch was that pharmaceutical medicine was ineffective in

treating their chronic pain and that respondents were concerned about potential long-

term effects of ingesting these drugs (Channel 3 News, 2018).

Governments and regulatory bodies are also increasingly viewing

acupuncture treatment as mainstream. Many countries such as France, Germany, and

Norway have incorporated acupuncture treatment in their national healthcare insurance

system (Chan, Tsang, & Fung, 2015).

2.3 Factors Influencing Attitudes towards Acupuncture Usage and Adoption

A study from Singapore revealed that there are four main factors affecting

the decision making of patients in choosing acupuncture in a public hospital: the level

patient-centric care, the confidence and trust patients have of the acupuncture service,

the presence of collaborative efforts between acupuncturists and Western medicine

practitioners, and the knowledge, culture and belief society has regarding the role of

acupuncture and Western medicine (Sayampanathan, Koh, Kong, & Low, 2015).

Chan et al. (2015) found that many current acupuncture users in Western

countries were influenced by positive experiences and recommendations by friends and

relatives. Others turned to acupuncture because other treatments were ineffective in

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relieving their medical ailments. However, some respondents had the negative

perception that acupuncture would be painful and expensive.

Another study in Hong Kong found that among the user group, acupuncture

was perceived as being effective, with few side effects, and generated a lasting impact.

Among nonusers, acupuncture was perceived as lacking a clinical base, high risk, and

non -standardized. Non-users had less confidence in acupuncture than biomedicine

(Chan, Siu, & Fung, 2016). Furthermore, patients who received acupuncture more than

five times per month from Chaloem Phra Kiat Hospital, Thailand revealed that they

received information of acupuncture by word of mouth. The most common influencer

towards decision making was recommended by others (Praditbathuka, Rojsang,

Aungsuchot, & Saomung, 2018).

2.4 Factor in Selecting an Acupuncturist

Like other medical service providers, selecting an acupuncturist is also

important. According to a qualitative study in Hong Kong, positive word of mouth is

one of the main determining factors in selection of a particular acupuncturist. Other

factors include possession of professional license, other patients’ experiences,

perceived experience of acupuncturist and educational background (Chan, Siu, & Fung,

2016). Other findings were that not only the acupuncturist’s credentials influenced the

decision, but so was a healthy and clean treatment room. Apart from sterilized needles

and fresh blankets and pillows for customers to use, all equipment should be on carts

or tables, with a clean floor for the customer to walk on (Kirkham, 2017).

2.5 Summary of Literature Review

Acupuncture treatment has become more mainstream and accepted

globally by both consumers and governmental bodies alike. Significant proportions of

people in Asia and Western countries use acupuncture for a variety of ailments, with

many governmental bodies establishing regulatory frameworks for domestic

acupuncture industries and including acupuncture treatment in their national healthcare

systems. The same trend is observed in Thailand, with consumers, government bodies,

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and the medical industry being increasingly supportive and accepting of acupuncture

over the years. However, there are still challenges and obstacles to adopt acupuncture

in Thailand, for example, low service level and lack of affordable service.

Several international studies explored factors influencing consumer

attitudes towards acupuncture and they identified certain common drivers such as

confidence and trust in an acupuncture service, positive word of mouth, convenience,

and effectiveness of treatment. The same studies also identified barriers and challenges

to increased adoption of acupuncture, such as the practice lacking a clinical base, and

perceived risk involved. However, there have been limited studies conducted on

consumer perception of acupuncture in Thailand and detailed research on factors

influencing Thai consumer adoption of acupuncture are not well explained.

Therefore, this study will begin to address existing research gaps in the

Thailand context by identifying societal attitudes toward acupuncture, investigate

factors influencing adoption of acupuncture amongst Thai adults and provide

recommendations on marketing strategies for domestic acupuncture businesses.

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CHAPTER 3

RESEARCH METHODOLOGY

The research was conducted using both exploratory and descriptive

methods. The exploratory research involved secondary data and in-depth interviews.

Findings from the exploratory research was used to structure the subsequent

questionnaire which formed the basis for the descriptive research in the context of this

project. Figure 3.1 below shows the research design

Figure 3.1 Research Design

3.1 Exploratory Research Design

3.1.1 Secondary Research

Secondary research was conducted to obtain a thorough

understanding of acupuncture industry, consumers’ perceptions towards acupuncture

(Objective 2), as well as the consumers’ purchasing intentions (Objective 3). The

secondary data was collected from credible public sources including websites, market

research publications, academic journals, and books. 3.1.2 In-Depth Interviews

To validate findings from secondary research and explore consumers’

insights, in-depth interviews were conducted. The interviewees were asked about

advantages and disadvantage about acupuncture (Objective 2). Interviewees with prior

usage experience were asked to share their perspectives on key factors that influenced

them to use acupuncture (Objective 3). For non-users, they were expected to reveal

Exploratory Research

Descriptive Research

Secondary

Data

Questionnaire

In-depth

Interview

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their concerns on adopting acupuncture. The in-depth interview questions are listed in

Appendix A.

3.2 Descriptive Research

The descriptive research was conducted in the form of an online

questionnaire. The online questionnaire was designed based upon the information from

exploratory research. The results were analyzed by using the Statistical Package for the

Social Sciences (SPSS) to achieve research objectives 1, 2, 3, and 4. The full

questionnaire can be found in Appendix B.

3.3 Target Population

The target respondents for both in-depth interviews and the questionnaire

were male and female individuals currently living in Bangkok, ranging in age from 20

to 70 years old, with and without prior experience in acupuncture usage.

3.4 Identification of Key Variables

The independent and dependent variables are described in Figure 3.2.

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Independent Variables Dependent Variable

Figure 3.2 Independent Variables and Dependent Variable

3.5 Data Collection

The data were collected using non-probability sampling (convenience

sampling) using the following methods:

Consumers’ characteristics

Demographics (gender, age,

education, occupation, income)

Ailments (pre-existing

ailments, Severity of ailments

before undergoing acupuncture

treatment)

Consumers’ purchasing

intention

Product/ Service (satisfaction

with acupuncturist service)

Price (treatment cost)

Place (clinic location)

Promotion

People (qualification and skill

of acupuncturists)

Process (waiting time, medical

appointment scheduling)

Physical evidence (company

website)

External factors

References by friends and

relatives

Medical doctors’ rating

database

Consumers’ attitude

Towards

acupuncture

Intent to use

acupuncture

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In-depth interviews, as described in Section 3.1.2, were piloted with two

respondents, and eventually scaled up with eight respondents in total by personal

connection via phone calls. The interviewees consisted of five consumers with prior

experience in using acupuncture and three acupuncture non-users. The interviews

were conducted on 24th – 29th December 2018. Each interview session lasted

approximately 20 minutes.

The online questionnaire, as described in Section 3.2 was conducted using

the Survey Monkey platform. Target respondents were recruited by personal

connections and through social network platforms such as Facebook, and LINE

during the period of 22nd January – 22nd February 2019. The questionnaire was

first piloted with 10 participants and finally scaled up to approximately 150

respondents in total. The questionnaire took approximately 15 minutes to complete.

3.6 Sample Size

The sample size of methodology is shown in Table 3.1.

Table 3.1 Sample Size

Methodology

Data Collection

Method

Pilot Study

Sample Size

Exploratory

In-depth

Interview

2 people

8 people

Descriptive

Online

Questionnaire

10 people

150 people

3.7 Data Analysis

Secondary data and the in-depth interview results were analyzed and

considered for ideas to design the questionnaire.

The analysis methods used for the descriptive research included mean

comparisons, frequencies, percentages, standard deviations, factor analysis, t-test, chi-

square, ANOVA, and using Tukey post hoc tests after running ANOVA (See Appendix

H). All data were used to formulate the key findings and recommendations.

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CHAPTER 4

RESULTS AND DISCUSSION

4.1 Key Findings from In-depth Interviews

In-depth interviews were conducted with eight interviewees who live in

Bangkok through phone and face-to-face meeting. The eight interviewees consisted of

two current users (used acupuncture in the last 12 months), three lapsed-users (used

acupuncture more than a year ago), and three non-users (never used acupuncture). All

of them were aged between 24 to 61 years old.

4.1.1 Attitudes towards Acupuncture

All current users and lapsed-users have positive attitudes towards

acupuncture. Most of them have tried other remedies previously with limited

satisfaction and results, leading them to try acupuncture. Both current users and lapsed-

users believed in the effectiveness of treatment. They commented that acupuncture was

able to treat chronic pain, migraine, and asthma. Acupuncture was also useful for

musculoskeletal pain, a symptom that caused two current users and one lapsed-user to

seek acupuncture treatment. All of them said that their pain was relieved significantly

after the acupuncture treatment for the first time and that their pain gradually recovered

until it was permanently cured.

Apart from positive treatment results, they believed that acupuncture

had few to no side effects and required little-to-no post-treatment recovery time.

Some non-users were hesitant to try acupuncture as they lacked trust

in the acupuncturist and were concerned about the hygiene of needles used in

acupuncture. They said that a lack of trust in the acupuncturists was the top factor that

prevented them from using acupuncture. These respondents were doubtful about the

qualification of the acupuncturists and were afraid of illegal and unprofessional

acupuncturists. Two non-users had a perception that acupuncture was inferior to

western medical treatment. They were also worried about the hygiene of the needles

used in treatment. They did not want to risk getting an infectious disease through the

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needles. One non-user commented that the needles used in western medical treatment

were changed every time, but needles in acupuncture had been used more than one time.

She wanted to try acupuncture, but finally decided not to try because of this reason.

4.1.2 Selection Criteria for Purchasing Acupuncture

The top three of criteria for selection of acupuncture as a form of

treatment were positive word of mouth, reputation and qualification of acupuncturist,

and cleanliness of clinic. All of current users, and lapsed-users said positive word of

mouth was useful in motivating them to try acupuncture for the first time. They had

received advice and referral from friends and relatives’ recommendations. In particular,

it was found that positive recommendations from experienced acupuncture users were

especially useful in influencing first time usage of acupuncture.

4.1.3 Willingness to Pay for Acupuncture

According to both current users and lapsed-users, they agreed that

cost of acupuncture treatment was not expensive compared to western medicine. Non-

users perceived acupuncture as having a high cost and this would affect their decision

to use acupuncture.

4.2 Key Findings from Questionnaire Survey

4.2.1 General Profile of Respondents

Online questionnaires were distributed via SurveyMonkey.com. 172

questionnaires were returned. After data screening, 150 respondents met the criteria for

this study. Of that number, the majority was non-users who had never used acupuncture

(61.3%), followed by lapsed-users who had last used acupuncture more than a year ago

(20.7%), and current users who had used acupuncture in the last 12 months (18%).

A Chi-square test revealed there were significant differences in age,

education, and income among groups of respondent (p < 0.05). (See Appendix C). The

explanation is provided as follows.

Age: The majority of all respondents (58.7%) were in the age range

of 20-30 years old. The majority of lapsed-users and non-users mostly were in the age

group of 20-30 years old, accounting for 48.4% and 68.5% of their respective

categories. The majority of current users were 20-30 years old (37%).

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Gender: 73.3% of respondents were female and 26.7% were male.

Education: The majority of all respondents (59.3%) had Bachelor’s

degree as the highest degree of education.

Occupation: 66% of all respondents were employed as office

workers. 33.3% of acupuncture users were business owners. Also, many lapsed-users

and non-users were office workers.

Personal Income: 37.3% of all respondents had monthly income

within 30,001 - 50,000 Baht range. However, an interesting observation was that

respondents belonging to the highest income group represented a larger percentage of

current acupuncture users (25.9%) compared to their representation within the lapsed-

users (0%) and non-users (1%) groups.

Health problems: Only 13.3% of all respondents had health

problems and 86.7% did not have health problem.

4.2.2 Current Users and Potential Consumers’ profile

4.2.2.1 Behavior

Factor analysis was applied for extracting the characteristics of

consumers from their way of choosing a medical center. From the results, four

components were extracted.

Component 1: Quality Conscious Group. The first component

was related to the quality of medical specialist, facilities, and the reputation of the

medical center itself.

Component 2: Price Sensitive Group. The second component

was related to the value of money and whether medical costs could be sufficiently

covered by personal insurance or company welfare benefits.

Component 3: Likely to be Influenced by Word of Mouth. The

third component was related to word of mouth from friends and other consumers’

reviews.

Component 4: Time-Strapped Group. The fourth component

was related to the convenience and location of the medical center. The Factor Analysis

of Behavior Factors can be found in Appendix D.

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Table 4.1 The Differences of Agreement towards Behavior Factors

Current

users

(n = 27)

Lapsed-

users

(n = 31)

Non-users

(n = 92)

Total

(n = 150)

F p

x S.D x S.D x S.D x S.D

Quality conscious

group

4.11 0.53 3.84 0.62 4.08 0.52 4.04 0.55 2.567 .080

I am willing to pay

more for high

quality of service

4.33 0.55 3.84 0.69 4.10 0.68 4.09 0.67 4.069 .019

I will consider

only reputation

medical center

3.63

1.01

3.61

0.95

3.85

0.81

3.76

0.88

1.191

.307

I consider the

quality of facilities

and equipment

when making a

decision

4.30 0.67 4.00 0.58 4.26 0.64 4.21 0.64 2.234 .111

I consider the

reputation of

medical specialist

when making a

decision

4.19 0.83 3.90 0.91 4.11 0.76 4.08 0.81 1.032 .359

Price Sensitive

group

3.85 0.59 4.05 0.52 4.09 0.65 4.04 0.62 1.587 .208

I will check if my

insurance/

company welfare

cover treatment

cost

3.52 0.89 3.84 0.86 3.86 0.93 3.79 0.91 1.503 .226

I will choose

suitable treatment

costs that value for

money

4.19 0.62 4.26 0.51 4.33 0.61 4.29 0.59 0.628 .535

Likely to be

influenced by

word of mouth

3.43 0.81 3.75 0.49 3.84 0.63 3.75 0.66 4.143 .018

I will choose

medical center

from

recommendations

by the relatives

and friends

3.85 0.95 3.58 0.96 3.82 0.73 3.77 0.82 1.100 .336

Ref. code: 25616002040068EXQ

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Current

users

(n = 27)

Lapsed-

users

(n = 31)

Non-users

(n = 92)

Total

(n = 150)

F P

x S.D x S.D x S.D x S.D

Advertising

through TV and

radio, Internet,

newspapers affect

my decision

3.00 1.11 3.74 0.89 3.54 0.84 3.49 0.93 5.302 .006

I will study from

customer’s review,

referral when

choosing medical

center

3.44 1.05 3.94 0.81 4.15 0.80 3.98 0.89 7.275 .001

Time strapped

group

3.87 0.70 3.63 0.58 3.47 0.67 3.58 0.67 3.945 .021

The location has to

be near to my

house or

workplace

4.19 0.83 4.06 0.57 3.99 0.75 4.04 0.73 0.769 .465

I will not choose

medical center that

has long queue,

even the treatment

provided by good

physicians

3.56 0.97 3.19 0.83 2.96 0.95 3.11 0.95 4.469 .013

According to Table 4.1, the results can be described as follows.

Quality Conscious Group: A one-way Analysis of Variance

(ANOVA) revealed that there were no significant differences among users in agreement

towards quality conscious component (p > 0.05). However, it showed a difference in “I

am willing to pay more for high quality of service” (F (2, 147) = 4.069, p < 0.05).

Follow-up tests showed that the mean score for current users (x̄ current users = 4.33) was

significantly higher than mean score for either lapsed-users (x̄ lapsed users = 3.84) or non-

users (x̄ non-user = 4.10).

Price Sensitive Group: There were no significant differences among

users in agreement towards price-sensitive component (p > 0.05).

Likely to be Influenced by Word of Mouth: There was a significant

difference among users in agreement towards how likely they were to be influenced by

word of mouth (F (2, 147) = 4.143, p < 0.05). Follow-up tests showed that the mean

Ref. code: 25616002040068EXQ

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score for current users (x̄ current users = 3.43) was significantly lower than the mean score

for either the lapsed-users (x̄ lapsed users = 3.75) or the non-users (x̄ non-user = 3.84).

Time-Strapped Group: There was a significant difference among users

in agreement towards the time-strapped component (F (2, 147) = 3.945, p < 0.05).

Follow-up tests showed that the mean score for current users (x̄ current users = 3.87) was

significantly higher than the mean score for either the lapsed-users (x̄ lapsed users = 3.63)

or the non-users (x̄ non-user = 3.47).

4.2.2.2 Pre-Existing Ailments

From the Chi-square test, Table 4.2 showed a significant

difference in the reason for visiting an acupuncturist between current users and lapsed-

users (p < 0.05). The explanation can be described as follows.

Table 4.2 The Differences of Pre-Existing Ailments by Current User and lapsed-users

Current

users

(n = 27)

Lapsed-

users

(n = 31)

Total

(n = 58)

Chi-

square

p

n % n % n %

Reason for visited an

acupuncturist

Perceived it the best

approach treatment

10 37.0% 1 3.2% 11 19.0% 10.735 .001

Perceived it a last resort

for treatment

11 40.7% 8 25.8% 19 32.8% 1.461 .227

Media reports of

successful acupuncture

treatment

9 33.3% 13 41.9% 22 37.9% 0.454 .501

Received advice and

referral from relatives and

friends

17 63.0% 19 61.3% 36 62.1% 0.017 .896

Received advice and

positive referral from

healthcare providers and

medical professionals

10 37.0% 4 12.9% 14 24.1% 4.59 .032

Interested from customer’s

online review

0 0.0% 5 16.1% 5 8.6% 4.766 .029

Ref. code: 25616002040068EXQ

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Current

users

(n = 27)

Lapsed-

users

(n = 31)

Total

(n = 58)

Chi-

square

p

n % n % n %

The experienced ailment

that prompted to visit an

acupuncturist

3.854 .571

Musculoskeletal pains 19 70.4% 17 54.8% 36 62.1%

Headache 3 11.1% 5 16.1% 8 13.8%

Insomnia 1 3.7% 0 0.0% 1 1.7%

Menstruation 1 3.7% 3 9.7% 4 6.9%

Facial and skin benefit 0 0.0% 1 3.2% 1 1.7%

Others 3 11.1% 5 16.1% 8 13.8%

Length of experiencing

the severity of the

mentioned ailment

7.168 .208

Less than a month 6 22.2% 2 6.5% 8 13.8%

1-3 months 8 29.6% 8 25.8% 16 27.6%

4-6 months 6 22.2% 7 22.6% 13 22.4%

7-9 months 2 7.4% 2 6.5% 4 6.9%

10-12 months 0 0.0% 5 16.1% 5 8.6%

More than a year 5 18.5% 7 22.6% 12 20.7%

Reason for Visiting an Acupuncturist: The majority of the

respondents (62.1%) received advice and referral from relatives and friends. However,

it showed a difference in “Perceived acupuncture as the best approach treatment”,

“Received advice and referral from healthcare providers and medical professionals, and

“Interested from customer’s online review” between current users and lapsed-users.

The result revealed that the majority of users perceived acupuncture as the best

approach treatment (37%) and received advice and positive referral from healthcare

providers and medical professionals (37%). On the other hand, the majority of lapsed-

users (16.1%) were interested from customer’s online review.

The Ailment Experienced which Prompted Visit to

Acupuncturist: The majority of the current users and lapsed-users (62.1%) who had

musculoskeletal pains would promptly visit an acupuncturist.

Length of Experiencing the Severity of Ailment: 27.6% the

current users and lapsed-users had to experience the severity of ailment between 1 and

3 months.

Ref. code: 25616002040068EXQ

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4.2.2.3 Severity of Ailments before Undergoing Acupuncture

Treatment

Current users and lapsed-users were asked to rate (on a five-

point scale) the severity of the ailment before undergoing acupuncture treatment. Based

on the result shown in Table 4.3, there were no significant differences between current

users and lapsed-users in the level of severity of ailments before undergoing

acupuncture treatment (p > 0.05).

Table 4.3 The Differences of Level of Severity of Ailments before Undergoing

Acupuncture Treatment by Current users and Lapsed-users

Current

users

(n = 27)

Lapsed-

users

(n = 31)

Total

(n = 58)

t p

x S.D x S.D x S.D

Severity of ailments before

undergoing acupuncture

treatment

3.63 1.25 3.42 1.03 3.52 1.13 0.705 .484

4.2.3 Attitudes towards Acupuncture among Current users, Lapsed-

users and Non-users

The findings from this section aimed to discover the attitudes towards

acupuncture from all respondents who were acupuncture current users, lapsed-users,

and non-users.

4.2.3.1 The General Attitude towards Acupuncture

The one-way ANOVA showed there were significant

differences in general attitude towards acupuncture among three groups (F (2, 147) =

21.958, p < 0.05). (See Appendix H-2). The mean score for non-users (x̄ non-users = 3.32)

was significantly lower than mean score for current users (x̄ current users = 3.88) and

lapsed-users (x̄ lapsed-users = 3.70). The interesting findings can be described as follows

(See Appendix E-1.)

Ref. code: 25616002040068EXQ

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“Acupuncture is safe” (F (2, 147) = 33.817, p < 0.05): The

mean score for non-users (x̄ non-users = 3.05) was significantly lower than the mean score

for either current users (x̄ current users = 4.22) or lapsed-users (x̄ lapsed-users = 3.90).

“Treatment process is clean” (F (2, 147) = 33.072, p < 0.05):

The mean score for non-users (x̄ non-users = 3.00) was significantly lower than the mean

score for either current users (x̄ current users = 4.37) or lapsed-users (x̄ lapsed-users = 3.81).

“Acupuncturist is professional” (F (2, 147) = 9.393, p < 0.05):



“Acupuncture is high risk treatment” (F (2, 147) = 9.631, p <

0.05): The mean score for non-users (x̄ non-users = 3.63) was significantly higher than the

mean score for either current users (x̄ current users = 2.87) or lapsed-users (x̄ lapsed-users =

3.19).

“I believed acupuncture has very few side effects” (F (2, 147)

= 7.077, p < 0.05): The mean score for non-users (x̄ non-users = 3.32) was significantly

lower than the mean score for either current users (x̄ current users = 3.88) and lapsed-users

(x̄ lapsed-users = 3.70).

4.2.3.2 Attitudes towards Effectiveness of Acupuncture in Curing

Ailments


differences in attitudes towards effectiveness of acupuncture in curing ailments among

three groups (F (2, 147) = 13.790, p < 0.05). (See Appendix H-2.) The mean score for

current users (x̄ current users = 4.03) was significantly higher than the mean score for either

lapsed-users (x̄ lapsed-users = 3.57) or non-users (x̄ non-users = 3.32). The results can be

described as follows (See Appendix E-2.)

“Acupuncture can help keep you healthy” (F (2, 147) = 10.840,

p < 0.05): The mean score for current users (x̄ current users = 4.03) was significantly higher

than the mean score for either lapsed-users (x̄ lapsed- users = 3.57) or non-users (x̄ non-users

= 3.32).

“Acupuncture can decrease musculoskeletal pain” (F (2, 147)

= 17.214, p < 0.05): The mean score for current users (x̄ current users = 4.52) was

Ref. code: 25616002040068EXQ

21

significantly higher than the mean score for either lapsed-users (x̄ lapsed-users = 4.06) or

non-users (x̄ non-users = 3.58).

“Acupuncture can treat headaches” (F (2, 147) = 10.979, p <

0.05): The mean score for current users (x̄ current users = 4.26) was significantly higher


= 3.48).

“Acupuncture can help with disorders related to menstruation

and menopause” (F (2, 147) = 4.666, p < 0.05): The mean score for current (x̄ current users

= 3.74) was significantly higher than the mean score for either lapsed-users (x̄ lapsed-users

= 3.23) or non-users (x̄ non- users = 3.20).

“Acupuncture can help improve sleep” (F (2, 147) = 4.754, p

< 0.05): The mean score for current users (x̄ current users = 4.04) was significantly higher


= 3.43).

“Acupuncture can help improve digestion” (F (2, 147) = 4.272,

p < 0.05): The mean score for current users (x̄ current users = 3.81) was significantly higher

than the mean score for either lapsed-users (x̄ lapsed-users = 3.26) or non-users (x̄ non-users =

3.28).

“Acupuncture can boost your immune system” (F (2, 147) =

10.173, p < 0.05): The mean score for current users (x̄ current users = 3.70) was significantly

higher than the mean score for either lapsed-users (x̄ lapsed-users = 3.55) or non-users (x̄

non-users = 2.97).

4.2.3.3 Attitudes towards the Price of Acupuncture


differences in attitude towards price of acupuncture among three groups (F (2, 147) =

25.543, p < 0.05). (See Appendix H-2.). The mean score for current users (x̄ current users

= 2.70) was significant lower than the mean score for either lapsed-users (x̄ lapsed-users =

3.05) or non-users (x̄ non-users = 3.55). The results can be described as follows (See

Appendix E-3 for The Differences of Attitude towards Price of Acupuncture)

“I do not know the cost of acupuncture treatment” (F (2, 147)

= 90.945, p < 0.05): The mean score of current (x̄ current users = 1.74) was significantly

Ref. code: 25616002040068EXQ

22

lower than the mean score of either lapsed-users (x̄ lapsed-users = 2.65) or non-users (x̄ non-

users = 4.25).

“Acupuncture is cost-effective” (F (2, 147) = 4.778, p < 0.05):



“I perceived that acupuncture is expensive” (F (2, 147) =

3.864, p < 0.05): The mean score for current (x̄ current users = 2.81) was significantly lower

than the mean score for either lapsed-users (x̄ lapsed-users = 3.06) or non-users (x̄ non-users =

3.36).

4.2.4 The Differences in Perceived Marketing Mix Factors that

Influence Acupuncture Current users’ and Lapsed-users’

Decision to Use Acupuncture

4.2.4.1 Factors that Affect Current users’ and Lapsed-users’

Decision to use Acupuncture towards Marketing Mix 7Ps

In order to determine factors that influence current users’ and

lapsed-users’ decision to use acupuncture, an Independent t-test as shown in Table 4.4

was applied to examine the difference between current users’ and lapsed-users’ decision

to use acupuncture. (See Appendix F-1.)

Table 4.4 The Differences of Perceptions towards Marketing Mix Factors to Use

Acupuncture between Current users and Lapsed-users

Current

users

(n = 27)

Lapsed-

users

(n = 31)

Total

(n = 58)

t p

x S.D x S.D x S.D

Product/Service 4.20 0.58 3.94 0.72 4.06 0.66 1.556 .125

Effectiveness of treatment

4.41 0.69 4.16 0.93 4.28 0.83 1.125 .266

Satisfaction level of

acupuncture service

4.00 0.88 3.71 0.82 3.84 0.85 1.299 .199

Price/ Treatment cost 3.41 0.71 3.50 0.45 3.46 0.58 0.604 .549

Value for money

4.07

0.55

4.06

0.63

4.07

0.59

0.061

.951

Low-price 2.74 1.20 2.94 0.85 2.84 1.02 0.720 .474

Ref. code: 25616002040068EXQ

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Current

users

(n = 27)

Lapsed-

users

(n = 31)

Total

(n = 58)

t p

x S.D x S.D x S.D

Promotion

Having discount

immediately when purchase

full course

2.74

2.78

0.98

1.37

3.45

3.29

0.77

1.19

3.12

3.05

0.93

1.29

3.103

1.527

.003

.132

Getting acupuncture needles

for free

2.52 1.09 3.29 0.97 2.93 1.09 2.853 .006

Getting related service

(Pulse checking, tongue

checking)

2.93 1.33 3.77 0.72 3.38 1.12 2.964 .005

Place/ Clinic location 3.81 0.68 3.80 0.51 3.80 0.59 0.122 .903

Distance from home 4.00 1.04 4.03 0.71 4.02 0.87 0.140 .889

Ease of public transportation 3.93 1.14 3.68 1.01 3.79 1.07 0.879 .383

Parking is provided 3.52 1.25 3.68 1.01 3.60 1.12 0.534 .595

People 4.11 0.55 4.33 0.55 4.23 0.56 1.537 .130

Qualifications of

acupuncturist

4.85 0.36 4.74 0.58 4.79 0.49 0.855 .396

Popular acupuncturist

3.41 1.05 3.90 1.11 3.67 1.10 1.745 .086

Good behavior (i.e good

service, speak nicely) of

acupuncturist and staff

4.07 0.73 4.35 0.66 4.22 0.70 1.538 .130

Process 4.26 0.56 4.31 0.65 4.28 0.61 0.293 .771

Well-managed waiting time 4.04 0.76 4.29 0.69 4.17 0.73 1.329 .189

Appointment schedule

(acupuncturist availability)

4.48 0.58 4.32 0.79 4.40 0.70 0.880 .383

Physical evidence 4.26 0.59 4.44 0.50 4.35 0.55 1.231 .223

Trustworthy company

Website

3.63 1.08 4.10 0.79 3.88 0.96 1.857 .070

Cleanliness of the clinic 4.89 0.32 4.77 0.43 4.83 0.38 1.169 .247

Ref. code: 25616002040068EXQ

24

Product/ Service: There were no significant differences

between current users and lapsed-users (p > 0.05).

Pricing: There were no significant differences between current

users and lapsed-users (p > 0.05).

Promotion: There was a significant difference between current

users and lapsed-users (p < 0.05). Current users had a significantly lower score of

“Getting acupuncture needles for free” and “Getting related service” than lapsed-users,

which indicates that the promotion factor was not important for current users but it was

important for lapsed-users.

Place: There were no significant differences between current


People: There were no significant differences between current


Process: There were no significant differences between current


Physical evidence: There were no significant differences

between current users and lapsed-users (p > 0.05).

4.2.4.2 External Factors that Affect Current users’ and Lapsed-

users’ Decision to use Acupuncture

The differences of perceptions towards influencing external

factors to use acupuncture between current users and lapsed users can be shown in

Table 4.5 and described as follows.

Table 4.5 The Differences of Perceptions towards Influencing External Factors to Use

Acupuncture between Current users and Lapsed-users

Current

users

(n = 27)

Lapsed-

users

(n = 31)

Total

(n = 58)

t Sig.

x S.D x S.D x S.D

External factors 3.48 0.95 4.00 0.71 3.76 0.86 2.384 .021

Friends and relatives

recommendations

3.89 0.97 4.00 0.77 3.95 0.87 0.484 .631

Medical doctors’ rating

database

3.07 1.11 4.00 0.86 3.57 1.08 3.587 .001

Ref. code: 25616002040068EXQ

25

Friends and relatives recommendations: There were no

significant differences between current users and lapsed-users (p > 0.05).

Medical doctors’ rating database: There was a significant

difference between current users and lapsed-users (p > 0.05). The lapsed-users revealed

that medical doctors’ rating database was significantly more important compared to

current users. Furthermore, lapsed-users discontinued using acupuncture as they had

recovered fully from their previous ailments (x̄ = 3.39). Also, they disagreed with “I

saw bad news about acupuncture from media” and “My western physicians, relatives

and friends suggested me not to continue” with the mean score for 2.29 and 1.90,

respectively (See Appendix F-2.).

4.2.5 The Factors Prevent Non-users to Use Acupuncture

In order to find out factors that prevented non-users from using

acupuncture, independent t-test was applied to examine the difference of non-users who

were interested, and not interested in using acupuncture. In the study, it was found that

51 non-user respondents (55.4%) were interested in using acupuncture, while 41 non-

user respondents (44.6%) were not interested in using acupuncture.

4.2.5.1 Factors that Prevent Non-users to Use Acupuncture

towards Marketing Mix 7Ps

Table 4.6 showed the differences of perceptions towards

barriers from marketing mix to use acupuncture between non-users who were interested

and not interested to try out acupuncture. The results are described as follows.

Ref. code: 25616002040068EXQ

26

Table 4.6 The Differences of Perceptions towards Barriers from Marketing Mix to Use

Acupuncture between Non-users who are Interested and not Interested to Try

Acupuncture

Interested

(n = 51)

Not

interested

(n = 41)

Total

(n = 92)

t Sig.

x S.D x S.D x S.D

Product/Service 3.42 0.49 3.63 0.54 3.52 0.52 1.942 .055

I believe that western

medicine is more effective

than acupuncture

3.71 0.70 3.88 0.71 3.78 0.71 1.161 .249

Acupuncture is lacking a

scientific basis

3.29 0.94 3.71 0.87 3.48 0.93 2.157 .034

Acupuncture takes a long

time to see the results

3.27 0.75 3.32 0.65 3.29 0.70 0.287 .775

Price/ Treatment cost 3.37 0.63 3.68 0.49 3.51 0.59 2.586 .011

I do not know the treatment

cost

3.94 0.97 4.32 0.65 4.11 0.86 2.130 .036

Acupuncture is not cost-

effective

2.94 0.65 3.29 0.64 3.10 0.66 2.603 .011

I perceive it is high cost 3.24 0.76 3.44 0.78 3.33 0.77 1.262 .210

Promotion 3.30 0.81 3.46 0.61 3.38 0.73 1.044 .299

Promotion is not attractive

3.35 0.91 3.59 0.71 3.46 0.83 1.339 .184

No promotion provided 3.25 0.82 3.34 0.76 3.29 0.79 0.519 .605

Place/ Clinic location 2.94 0.77 3.05 0.69 2.99 0.73 0.702 .484

Long distance from home 3.39 0.90 3.24 0.94 3.33 0.92 0.771 .443

Ref. code: 25616002040068EXQ

27

Interested

(n = 51)

Not

interested

(n = 41)

Total

(n = 92)

t Sig.

x S.D x S.D x S.D

No public transport

2.80 0.92 3.05 0.84 2.91 0.89 1.324 .189

No parking lot 2.63 0.92 2.85 0.73 2.73 0.84 1.321 .190

People 3.54 0.61 3.52 0.50 3.53 0.56 0.126 .900

Lacking of confidence in

acupuncturist

3.37 0.82 3.68 0.72 3.51 0.79 1.896 .061

Popular acupuncturist has

long queue

3.71 0.81 3.37 0.70 3.55 0.78 2.131 .036

Process 3.66 0.72 3.40 0.53 3.54 0.65 1.959 .053

Waiting time is long

3.51 0.86 3.24 0.49 3.39 0.73 1.869 .065

Need to take acupuncture

many times

3.80 0.78 3.56 0.74 3.70 0.77 1.522 .132

Physical evidence 3.52 0.69 3.62 0.64 3.57 0.66 0.733 .465

Company website is not

trustful

3.18 0.77 3.29 0.75 3.23 0.76 0.730 .468

I am afraid that equipment is

not clean

3.86 0.94 3.95 0.80 3.90 0.88 0.478 .633

Product/ Service: The highest mean score for non-users was

“Believe that western medicine is more effective than acupuncture” (x̄ = 3.78).

Furthermore, the t-test revealed that there were no significant differences between non-

users who were interested and not interested in using acupuncture in terms of

product/service (p > 0.05). However, the results showed that the mean score for

“Acupuncture is lacking a scientific basis” for non-users who were not interested in

trying acupuncture (x̄ not interested = 3.71) was significantly higher than the non-users who

Ref. code: 25616002040068EXQ

28

were interested in trying acupuncture (x̄ interested = 3.29). This finding also reflected that

the non-users who had the intention to try out acupuncture were attracted by the

effectiveness of treatment (x̄ = 4.65).

Pricing: The highest mean score for non-users was “Do not

know the treatment cost” (x̄ = 4.11). Furthermore, the t-test revealed that there was a

significant difference between non-users who were interested and not interested in

using acupuncture in terms of price (p > 0.05). However, the results showed that the

mean score for “I do not know the treatment cost” of non-users who were not interested

to try acupuncture (x̄ not interested = 4.32) was significantly higher than the respondents

who were interested to try acupuncture (x̄ interested = 3.94). Moreover, it showed that

mean score for “Acupuncture is not cost-effective” of non-users who were not

interested to try acupuncture (x̄ not interested = 3.29) was significantly higher than

respondents who were interested to try acupuncture (x̄ interested = 2.94). This finding also

reflected the non-users who had an intention to use acupuncture were attracted by value

(x̄ = 4.25). The majority of the respondents (29.4%) preferred to pay 901-1,000 Baht

per acupuncture session. (See Appendix G.)

Promotions: The highest mean score for non-users was

“Promotion is not attractive” (x̄ = 3.38). Furthermore, the t-test revealed that there were

no significant differences between non-users who were interested or not interested to

try acupuncture in terms of promotion (p > 0.05). This finding also reflected the non-

users who had intention to use acupuncture were attracted by getting related service,

such as, pulse checking, tongue checking (x̄ = 3.33).

Place: The highest score for non-users was “Acupuncture clinic

is a long distance from home” (x̄ = 3.33). Furthermore, the t-test revealed that there

were no significant differences between non-users who were interested or not interested

to try acupuncture in terms of place (p > 0.05). This finding also reflected the non-users

who had the intention to use acupuncture service were attracted by the fact that parking

was readily available near the clinic (x̄ = 4.06).

People: The highest score for non-users was “Popular

acupuncturist has a long queue” (x̄ = 3.55). Furthermore, the t-test revealed that there

were no significant differences between non-users who were interested or not interested

to try acupuncture in terms of people (p > 0.05). The results showed that the mean score

Ref. code: 25616002040068EXQ

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for “Popular acupuncturist has long queue” for non-users who were not interested (x̄ not

interested = 3.37) was significantly lower than the non-users who were interested to try out

acupuncture (x̄ interested = 3.71). This finding also reflected that the non-users who had

intention to use acupuncture were attracted by the qualifications of acupuncturist (x̄ =

4.86).

Process: The highest score for non-users was “Needs to take

acupuncture many times” (x̄ = 3.70). Furthermore, the t-test revealed that there were no

significant differences between non-users who were interested or not interested to try

acupuncture in terms of the process (p > 0.05). This finding also reflected the non-users

who had the intention to use acupuncture were attracted by a well-managed waiting

time at the clinic (x̄ = 4.27).

Physical evidence: The highest score for non-users was “Afraid

that equipment is not clean” (x̄ = 3.90). Furthermore, the t-test revealed that there were

no significant differences between non-users who were interested or not interested to

try acupuncture in terms of physical evidence (p > 0.05). This finding also reflected the

non-users who had intention to use acupuncture were attracted by the cleanliness of the

clinic (x̄ = 4.86).

4.2.5.2 External Factors that Prevent Non-Users to Use

Acupuncture

As shown in Table 4.7, the mean score showed the highest

score for non-users was “No friends and relatives recommendations” (x̄ = 3.75). The t-

test also showed there were no significant differences between non-users who were

interested or not interested to try out acupuncture (p > 0.05).

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Table 4.7 The Differences of Perceptions towards Barriers from External Factors to Use

Acupuncture between Non-users who are Interested and not Interested to Try

Acupuncture

Interested

(n = 51)

Not

interested

(n = 41)

Total

(n = 92)

t Sig.

x S.D x S.D x S.D

External factors 3.15 0.63 3.33 0.66 3.23 0.65 1.340 .184

No friends and relatives

recommendations

3.75 1.06 3.76 1.04 3.75 1.04 0.050 .960

Lacking of positive

experience among friends

and relatives

3.29 1.17 3.68 1.01 3.47 1.11 1.681 .096

Low medical doctors’ rating

in online platform

2.86 0.80 2.95 0.59 2.90 0.71 0.610 .543

I saw bad news about

acupuncture from media

2.69 0.73 2.93 1.08 2.79 0.91 1.267 .208

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CHAPTER 5

CONCLUSIONS AND RECOMMENDATIONS

5.1 Conclusions

5.1.1 Profile of the Current users and Potential Consumers

To see the differences in characteristics of the respondents who were

divided in to three groups (current users, lapsed-users, and non-users) towards behavior,

factor analysis was executed and the result revealed four groups by asking how they

choose a medical center. The conclusions can be listed as follows.

Quality Conscious Group: Current users tend to be more willing to

pay for a high quality of service and consider reputation of the medical center more

important than lapsed-users and non-users.

Price Sensitive Group: The results showed that there were no

differences in terms of characteristics among all groups.

Likely to be influenced by Word of Mouth: Current users believe

in recommendations from friends and relatives. However, lapsed-users and non-users

rely on advertisements and consumers’ reviews.

Time-Strapped Group: Current users prefer a medical center that

does not have a long queue; however, lapsed-users and non-users will be willing to

queue and wait if the service is provided by good medical specialist.

5.1.2 Thai Adults’ Attitudes towards Acupuncture

Current users and lapsed-users have positive attitudes towards

acupuncture compared with non-users. For general attitudes among current users and

lapsed-users, the top three positive attitudes that 1) Acupuncture is safe, 2) Treatment

process is clean, and 3) Acupuncturist is professional.

The top three ailments that respondents shared were able to be cured

by acupuncture were 1) Musculoskeletal pain, 2) Headaches, and 3) Improve sleeping.

For the price of acupuncture, the current users agreed that

acupuncture was “Cost-effective” and “Price is not expensive, however, the non-users

believed acupuncture price is expensive, and they do not have a good understanding of

the cost.

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5.1.3 Current users and Lapsed-users Criteria to Purchase

Acupuncture

The top three purchasing criteria that current users and non-users

choose to purchase acupuncture were 1) Cleanliness of the clinic, 2) Qualification of

acupuncturist, and 3) Appointment schedule (acupuncturist availability). Another

important factor was satisfaction level of service. However, there was a significant

difference in terms of bundled promotions between current users and lapsed-users.

Current users are not easily swayed by promotions (or the lack thereof), however

lapsed-users tend to consider the promotion, such as, getting the related service (pulse

checking, and tongue checking) for free, and getting needles for free.

5.1.4 Factors that Prevent Lapsed-Users to Continue Using

Acupuncture

The top four factors that prevent lapsed-users from continuing to use

acupuncture were 1) Promotion is not attractive, 2) Need to use acupuncture many

times, 3) No promotion provided, and 4) Did not continue to purchase acupuncture

because ailment was fully cured after using acupuncture.

5.1.5 The Factors that Prevent Non-Users to Purchase Acupuncture

The top four factors that prevented non-users from using

acupuncture were 1) Do not know the treatment cost, 2) Be afraid that equipment is not

clean, 3) Believe that western medicine is more effective than acupuncture, and 4) Need

to use acupuncture many times.

5.2 Recommendations

From the research results, the respondents have been segmented into three

groups (current users, lapsed-users, and non-users). The recommendations for each of

the groups are as follows:

The non-user group is the most attractive target for introducing

acupuncture. They do not have a complete understanding of the facts, benefits and cost

structure of acupuncture treatment. Some respondents perceived that acupuncture cost

was expensive. However, out of 92 non-user respondents, 51 respondents (55.4%) were

interested in trying acupuncture. Their important purchasing factors were 1)

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Cleanliness of the clinic, 2) Qualification of acupuncturist 3) Effectiveness of treatment,

and 4) Good behavior of acupuncturist and staff. Thus, to creating awareness of

acupuncture by addressing their concerns will help improve consumers’ attitudes and

subsequently increase intent to purchase.

The lapsed-user group is also an interesting potential target. The

respondents in the group had knowledge of acupuncture and they had positive attitudes

towards acupuncture; however, they were concerned about price. They perceived that

the treatment cost is a bit expensive and the promotion is not attractive. In order to

retain lapsed-users, promotion is important. Their highest factor in terms of promotion

was getting free related service, such as pulse checking and tongue checking.

Current users group had positive attitudes towards acupuncture and had no

concern about price. Their important purchasing factors were 1) Cleanliness of the

clinic, 2) Qualification of acupuncturist, and 3) Effectiveness of treatment, and 4)

Satisfaction level of service. As mentioned, this group had no concern about price, and

they are willing to pay for the quality and satisfaction level; therefore, increasing

service satisfaction will help to maintain group of users.

To further increase intent to use acupuncture, two marketing campaigns are

recommended: 1) Promote all respondents to see the benefit of treating musculoskeletal

pain as this is the top ailment that all respondent believe acupuncture can cure. 2) Using

social media in order to promote lapse-user, and non-user groups, because the average

age of respondents in the mentioned groups are younger than current users. Also, they

rely on advertisements, and consumers’ reviews. These two strategies will increase

consumers’ awareness, and therefore increase intention to use acupuncture.

5.3 Limitations of the study

This research was conducted by using a non-probability sampling method,

and small number of respondents; therefore the results should not be generalized to

the entire population and we cannot estimate the error in results.

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REFERENCES

British Acupuncture Council. (2018, October 25). British Acupuncture Council.

Retrieved from British Acupuncture Council:

https://www.acupuncture.org.uk/public-content/public-traditional-

acupuncture/4026-who-list-of-conditions.html

Chan, K., Siu, J. Y., & Fung, T. K. (2016, March 8). Perception of acupuncture

among users and non-users: A qualitative study. Article in Health Marketing

Quarterly, 33(1), 2-21. doi:10.1080/07359683.2016.1132051

Chan, K., Tsang, L., & Fung, T. K. (2015). Attitudes toward acupuncture in Hong

Kong. HKBU Institutional Repository, 9(2), 2-20. Retrieved from

https://doi.org/10.1108/IJPHM-10-2013-0055

Channel 3 News. (2018, Febuary 22). International News. Retrieved December 7,

2018, from Channel 3 Thailand: http://news.ch3thailand.com/abroad/63502

Globenewswire. (2018, August 9). GlobeNewswire Press Releases. Retrieved

December 7, 2018, from Globenewswire: https://globenewswire.com/news-

release/2018/08/09/1549445/0/en/Acupuncture-Market-USD-24551-6-Mn-

Revenue-Poised-to-Exceed-by-2023-Market-Research-Future.html

Kirkham, D. (2017). Discover of Acupuncture. Retrieved December 9, 2018, from

Acupuncture Learning Center: http://acupuncturistseattle.com/acupuncture-

learning-center/choose-best-acupuncturist/

Mann, F. (1992). Acupuncture: Cure of Many Diseases (2 ed.). Oxford: British

Library Cataloguing in Publication Data.

Ministry of Public Health. (2013). Chapter 8 - A Decade of Traditional Chinese

Medicine in Thailand. Department of Thai Traditional and Alternative

Medicine. Bangkok: Ministry of Public Health.

National Center for Complementary and Integrative Health. (2013, October ).

Traditional Chinese Medicine: In Depth. Retrieved October 30, 2018, from

National Center for Complementary and Integrative Health:

https://nccih.nih.gov/health/whatiscam/chinesemed.htm

Pongsatorn. (2015). History of Acupuncture. Retrieved November 25, 2018, from

Dr.Pongsatorn Beauty Insize: http://drpongsatorn.bangkoksync.com/2411-

%E0%B8%95%E0%B8%B3%E0%B8%99%E0%B8%B2%E0%B8%99%E0

%B8%81%E0%B8%B2%E0%B8%A3%E0%B8%9D%E0%B8%B1%E0%B

8%87%E0%B9%80%E0%B8%82%E0%B9%87%E0%B8%A1/pages.html

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Praditbathuka, C., Rojsang, C., Aungsuchot, S., & Saomung, S. (2018). Services

Marketing Strategy Model for Healthcare on Alternative Medicine by

Acupuncture of Provate Hospitals in Thailand. Bangkok: RMUTT Global

Business and Economics Review.

Sayampanathan, A. A., Koh, B., Kong, K., & Low, Y. (2015). Factors affecting

decision-making of patients choosing acupuncture in a public hospital. 3(19),

1-14. doi:10.3978/j.issn.2305-5839.2015.11.10

Taoist Sanctuary of San Diego. (2016). Taoist Sanctuary of San Diego - Traditional

Chinese Healing And Material Arts. Retrieved November 23, 2018, from

Taoist Sanctuary of San Diego: http://www.taoistsanctuary.org/traditional-

chinese-medicine/

Wang, Z., & Li, Z. (2013, April 15). Strategy for market expansion: medical services

of Traditional Chinese Medicine. Journal of Traditional Chinese Medicine,

33(2), 280-283. doi:ISSN 0255-2922

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APPENDICES

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APPENDIX A

LISTS OF IN-DEPHT INTERVIEW QUESTIONS

Questions for current users and lapsed-users are as follows:

1. What do you think are the advantages of acupuncture?

2. What do you think are the disadvantages of acupuncture?

3. What are the health reasons that caused you to receive acupuncture treatment

last time?

4. How long was the treatment?

5. What are the reasons you try acupuncture?

6. When you decide to receive acupuncture treatment?

7. What factors do you consider in choosing an acupuncturist?

8. How do you think about the cost of treatment?

9. What are your highest satisfaction of using acupuncture?

10. What are your lowest satisfaction of using acupuncture?

Questions for non-users are as follows:

1. What do you think are the advantages of acupuncture?

2. What do you think are the disadvantages of acupuncture?

3. What illness do you think acupuncture is the most suitable treatment for?

4. What are the reason you not try acupuncture treatment?

5. Did anyone suggest that you receive acupuncture treatment?

6. If you decide to receive acupuncture treatment, what factors do you consider

in choosing an acupuncturist?

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APPENDIX B

ONLINE QUESTIONNAIRE

1. How old are you?

Less than 20 years old (Terminate) 20-30 years old

31-40 years old 41-50 years old

51-60 years old 61-70 years old

Above 70 years old (Terminate)

2. Are you currently live in Bangkok?

Yes

No (Terminate)

3. Do you know acupuncture?

Yes

No (Terminate)

4. Are you acupuncturist or working in acupuncture clinic?

Yes (Terminate)

No

Part I: Attitude towards Acupuncture

5. How much you agree with these statements? (1 = strongly disagree, 2 =

disagree, 3 = neutral, 4 = agree, 5 = strongly agree)

Statements

Strongly

disagree

(1)

Disagree

(2)

Neutral

(3)

Agree

(4)

Strongly

agree

(5)

Acupuncture is safe

Treatment process is

clean

Acupuncture is high

risk treatment (i.e.

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skin rashes, infection,

nerves and blood

vessel injure)

I believed

acupuncture has very

few side effects

Statements

Strongly

disagree

(1)

Disagree

(2)

Neutral

(3)

Agree

(4)

Strongly

agree

(5)

Acupuncture can help

keep you healthy

Acupuncture can

decrease

musculoskeletal pain

Acupuncture can treat

headaches


with disorders related

to menstruation and

menopause


improve sleep


improve digestion

Acupuncture can

boost your immune

system

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Statements

Strongly

disagree

(1)

Disagree

(2)

Neutral

(3)

Agree

(4)

Strongly

agree

(5)

I do not know the cost

of acupuncture

treatment

Acupuncture is cost-

effective

I perceived

acupuncture is

expensive

6. Have you ever used acupuncture before?

⃞ Yes, I have used acupuncture in the last 12 months (Continue to Part 2: Current

Users & Lapse Users Behavior towards Acupuncture, start with question no.8

onwards)

⃞ Yes, I have used acupuncture more than a year ago (Continue to Part 2: Current

Users & Lapse Users Behavior towards Acupuncture, start with question no.7)

⃞ No, I have never used acupuncture (Go to Part 3: Barriers to adopt purchasing

acupuncture for inexperience users, start with question no.14)

Part 2: Users & Lapse users Behavior toward Acupuncture

7. How much do you agree with these statements that block you from continue

purchasing acupuncture? (1 = Strongly disagree, 2 = Disagree, 3 = Neutral,

4 = Agree, 5= Strongly agree)

Statements

Strongly

disagree

(1)

Disagree

(2)

Neutral

(3)

Agree

(4)

Strongly

agree

(5)

Product/Service

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I found that

acupuncture result is

not effective

I did not receive good

service


medicine is more

effective than

acupuncture

Acupuncture takes a

long time to see the

results

Price/ Treatment cost

Acupuncture is not

cost-effective

I perceive it is high

cost

Promotion

No promotion

provided

Promotion is not

attractive

Place/ Clinic location

The facilities has no

parking lot

No public transport

can reach the facilities

People

I feel lacking of

confidence in

acupuncturist

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Process


Need to take

acupuncture many

times

Physical evidence

Company website is

not trustful

The facilities and

equipment are not

clean

Medical staff did not

well dressed

External factors

I did not continue to

purchase acupuncture

because I was

recovered


acupuncture from

media

My western

physicians, relatives

and friends suggested

me not to continue

I heard negative news

about acupuncture

from relatives and

friends

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8. Please rate the level of importance the following factors had when you were

deciding to purchase acupuncture. [5 means most important and 1 means

least important]

Attributes

Least

important

(1)

Somewhat

not

important

(2)

Neutral

(3)

Somewhat

important

(4)

Most

important

(5)

Product/Service

Effectiveness of

treatment


acupuncture service


Value for money

Low-price

Promotion

Having discount

immediately when

purchase full course

Getting acupuncture

needles for free

Getting related

service (Pulse

checking, tongue

checking)


Distance from home

Ease of public

transportation

Parking is provided

People

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Qualifications of

acupuncturist

Popular

acupuncturist

Good behavior (i.e

good service, speak

nicely) of

acupuncturist and

staff

Process

Well-managed

waiting time

Appointment

schedule

(acupuncturist

availability)

Physical evidence

Trustworthy

company website

Cleanliness of the

clinic

External factors


recommendations

Medical doctors’

rating database

9. Which of the following facilities did you visit for acupuncture treatment?

(You can choose more than one)

⃞ Traditional Chinese Hospital i.e. Huachiew, Tianfah

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⃞ Government Hospital

⃞ Private Hospital

⃞ Clinic

⃞ Others, please specify ____________

10. Which of the following best describes the reason you visited an

acupuncturist? (You can choose more than one)

⃞ Perceived it the best approach treatment

⃞ Perceived it a last resort for treatment

⃞ Allergic to western medicine

⃞ Media reports of successful acupuncture treatment

⃞ Received advice and referral from relatives and friends

⃞ Received advice and referral from healthcare providers and medical professionals

⃞ interested from customer’s online review


11. What is the most frequently experienced ailment that prompted you to visit an

acupuncturist? (You can choose only one)

⃞ Musculoskeletal pains (knee pain, low back pain, spine pain etc.)

⃞ Infertility

⃞ Headache

⃞ Depression

⃞ Insomnia

⃞ Menstruation

⃞ Menopause

⃞ Facial and skin benefit

⃞ Others, Please specify _________

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12. How long have you been experiencing the severity of mentioned ailment?

⃞ Less than a month

⃞ 1-3 months

⃞ 4-6 months

⃞ 7-9 months

⃞ 10-12 months

⃞ More than a year

13. On a scale of 1-5, how would you rate your severity of the mentioned ailment

before undergoing acupuncture treatment?

⃞ (1) No

⃞ (2) Mild

⃞ (3) Moderate

⃞ (4) Severe

⃞ (5) Very severe

Part 3: Barrier to Trial & Trigger Point to Purchase Acupuncture [for non-

users]

14. How much do you agree with these statements that prevent you from

purchasing acupuncture (1 = Strongly disagree, 2 = Disagree, 3 = Neutral, 4

= Agree, 5= Strongly agree)

Statements

Strongly

disagree

(1)

Disagree

(2)

Neutral

(3)

Agree

(4)

Strongly

agree

(5)

Product/Service


medicine is more

effective than

acupuncture

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Acupuncture is lacking a

scientific basis

Acupuncture takes a long

time to see the results


I do not know the

treatment cost

Acupuncture is not cost-

effective

I perceive it is high cost

Promotion

Promotion is not

attractive

No promotion provided


Long distance from home

No public transport

No parking lot

People

Lacking of confidence in

acupuncturist

Popular acupuncturist has

long queue

Process


Need to take acupuncture

many times

Physical evidence

Company website is not

trustful

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I am afraid that

equipment is not clean

External factors

No friends and relatives

recommendations

Lacking of positive

experience among friends

and relatives in using

acupuncture

Low medical doctors’

rating in online platform


acupuncture from media

15. Will you be interested in trying acupuncture?

⃞ Yes (Continue to below question, question no.16 onwards)

⃞ No (Go to Part 4: Consumer Profile, start with question no.18 onwards)

16. Please rate the level of importance for these following factors attract your

intention to purchase acupuncture. [5 means most important and 1 means

least important]

Attributes

Least

important

(1)

Somewhat

not

important

(2)

Neutral

(3)

Somewhat

important

(4)

Most

important

(5)

Product/Service

Effectiveness of

treatment

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acupuncture service


Value for money

Low-price

Promotion

Having discount

immediately when

purchase full course

Getting acupuncture

needles for free

Getting related

service (Pulse

checking, tongue

checking)


Distance from home

Ease of public

transportation

Parking is provided

People

Qualifications of

acupuncturist

Popular

acupuncturist

Good behavior (i.e

good service, speak

nicely) of

acupuncturist and

staff

Process

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Well-managed

waiting time

Appointment

schedule

(acupuncturist

availability)

Physical evidence

Trustworthy

company website

Cleanliness of the

clinic

External factors


recommendations

Medical doctors’

rating database

17. What price you can accept when visiting an acupuncturist per session?

⃞ Less than 300 Baht

⃞ 300-500 Baht

⃞ 501-700 Baht

⃞ 701-900 Baht

⃞ 901-1,000 Baht

⃞ 1,101 -1,300 Baht

⃞ 1,301-1,500 Baht

⃞ More than 1,500 Baht

Part 4: Consumer’s profile

18. How much you agree with these statements when choosing medical center?

(1 = strongly disagree, 2 = disagree, 3 = neutral, 4 = agree, 5 = strongly

disagree)

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Statements

Strongly

Disagree

(1)

Disagree

(2)

Neutral

(3)

Agree

(4)

Strongly

Agree

(5)

I am willing to pay more for

high quality of service

The location has to be near to

my house or workplace

I will consider only reputation

medical center

I consider the quality of

facilities and equipment when

making a decision

I consider the reputation of

medical specialist when

making a decision

I will check if my insurance/

company welfare cover

treatment cost

I will not choose medical

center that has long queue,

even the treatment provided

by good physicians

I will choose medical center

from recommendations by

the relatives and friends

Advertising through TV and

radio, Internet, newspapers

affect my decision

I will choose suitable

treatment costs that value for

money

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I will study from customer’s

review, referral when

choosing medical center

19. How do you normally pay for medical service? (You can choose only one)

⃞ Uninsured (Pay all medical cost with my own)

⃞ 30-Baht Health-Care Scheme

⃞ Social Security Scheme

⃞ Government or State Enterprise Officer

⃞ Private company health insurance

⃞ Personal health insurance

⃞ Others, Please specify _________

Part 5: Demographic

20. What is your gender?

⃞ Male

⃞ Female

21. What is your highest level of education?

⃞ Lower than high school

⃞ High School

⃞ College

⃞ Bachelor’s degree

⃞ Master’s degree

⃞ PHD

⃞ Others, Please specify ____________

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22. What is your occupation?

⃞ Student

⃞ Unemployed

⃞ Office worker

⃞ Government officer

⃞ Business owner

⃞ Freelancer

⃞ Retired


23. What is your personal income per month?

⃞ Less than 15,000 Baht

⃞ 15,000 – 30,000 Baht

⃞ 30,001 - 50,000 Baht

⃞ 50,001 - 75,000 Baht

⃞ 75,001 - 100,000 Baht

⃞ More than 100,000 Baht

24. Do you have any health problem?

⃞ No

⃞ Yes, please specify_____________

***** End of questionnaire *****

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APPENDIX C

SUMMARY OF GENERAL PROFILE OF RESPONDENTS

Current users

(n = 27)

Lapsed-

users

(n = 31)

Non-users

(n = 92)

Total

(n = 150)

n % n % n % n %

Age

20-30 years old 10 37.0% 15 48.4% 63 68.5% 88 58.7%

31-40 years old 7 25.9% 8 25.8% 19 20.7% 34 22.7%

41-50 years old 5 18.5% 4 12.9% 8 8.7% 17 11.3%

51-60 years old 3 11.1% 2 6.5% 1 1.1% 6 4.0%

61-70 years old 2 7.4% 2 6.5% 1 1.1% 5 3.3%

Gender

Female 18 66.7% 23 74.2% 69 75.0% 110 73.3%

Male 9 33.3% 8 25.8% 23 25.0% 40 26.7%

Education

Lower than high

school

0 0.0% 1 3.2% 0 0.0% 1 .7%

High School 0 0.0% 2 6.5% 0 0.0% 2 1.3%

College 3 11.1% 3 9.7% 2 2.2% 8 5.3%

Bachelor’s degree 16 59.3% 17 54.8% 56 60.9% 89 59.3%

Master’s degree 8 29.6% 8 25.8% 34 37.0% 50 33.3%

Occupation

Student 0 0.0% 0 0.0% 3 3.3% 3 2.0%

Unemployed 0 0.0% 1 3.2% 5 5.4% 6 4.0%

Office worker 15 55.6% 21 67.7% 63 68.5% 99 66.0%

Government

officer

0 0.0% 2 6.5% 7 7.6% 9 6.0%

Business owner 9 33.3% 4 12.9% 3 3.3% 16 10.7%

Freelancer 3 11.1% 3 9.7% 8 8.7% 14 9.3%

Retired 0 0.0% 0 0.0% 3 3.3% 3 2.0%

Personal income per

month

Less than 15,000

Baht

1 3.7% 2 6.5% 3 3.3% 6 4.0%

15,000 – 30,000

Baht

3 11.1% 8 25.8% 31 33.7% 42 28.0%

30,001 - 50,000

Baht

8 29.6% 13 41.9% 35 38.0% 56 37.3%

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Current users

(n = 27)

Lapsed-

users

(n = 31)

Non-users

(n = 92)

Total

(n = 150)

n % n % n % n %

50,001 - 75,000

Baht

4 14.8% 5 16.1% 16 17.4% 25 16.7%

75,001 - 100,000

Baht

4 14.8% 3 9.7% 6 6.5% 13 8.7%

More than

100,000 Baht

7 25.9% 0 0.0% 1 1.1% 8 5.3%

Health problem

Yes 1 3.7% 6 19.4% 13 14.1% 20 13.3%

No 26 96.3% 25 80.6% 79 85.9% 130 86.7%

Ref. code: 25616002040068EXQ

56

APPENDIX D

FACTOR ANALYSIS OF BEHAVIOR FACTORS

Item Statement Component

1 2 3 4

05 I consider the reputation of a medical

specialist when making a decision

.785 -.072 .061 -.104

04 I consider the quality of facilities and

equipment when making a decision

.761 .281 .129 -.018

03 I will consider only reputation

medical center

.673 .418 -.058 -.054

01 I am willing to pay more for the

high quality of service

.631 -.288 .193 .305

10 I will choose suitable treatment costs

that value for money

.125 .738 .164 .017

06 I will check if my insurance/

company welfare cover treatment cost

-.063 .691 -.004 .356

09 Advertising through TV and radio,

Internet, newspapers affect my decision

-.098 .185 .841 .066

08 I will choose the medical center from

recommendations by the relatives and

friends

.406 -.156 .659 .080

11 I will study from customer’s review, referral

when choosing a medical center

.204 .482 .582 -.254

07 I will not choose a medical center that

has a long queue, even the treatment

provided by good physicians

-.118 -.005 -.024 .741

02 The location has to be near to

my house or workplace

.130 .187 .054 .730

KMO = 0.712, Chi-square (df = 55) = 298.604

Ref. code: 25616002040068EXQ

57

APPENDIX E

THE DIFFERENCES OF ATTITUDES TOWARDS

ACUPUNCTURE

APPENDIX E-1: The Differences of General Attitude towards

Acupuncture

General

attitude

towards

acupuncture

Current

users

(n = 27)

Lapsed-

users

(n = 31)

Non-users

(n = 92)

Total

(n = 150)

F p

x̄ S.D x̄ S.D x̄ S.D x̄ S.D

Acupuncture is

safe

4.22 0.70 3.90 0.65 3.05 0.78 3.44 0.89 33.817 .000

Treatment

process is

clean

4.37 0.49 3.81 0.75 3.09 0.83 3.47 0.92 33.072 .000

Acupuncturist

is professional

4.30 0.61 4.00 0.63 3.67 0.73 3.85 0.73 9.393 .000

Acupuncture is

high risk

treatment (i.e.

skin rashes,

infection,

nerves and

blood vessel

injure)

2.78 1.25 3.19 1.11 3.63 0.74 3.39 0.98 9.631 .000

I believed

acupuncture

has very few

side effects

3.74 1.13 3.61 0.99 3.13 0.73 3.34 0.90 7.077 .001

Overall score 3.88 0.47 3.70 0.47 3.32 0.41 3.50 0.49 21.958 .000

Ref. code: 25616002040068EXQ

58

APPENDIX E-2: The Differences of Attitudes towards Effectiveness of

Acupuncture in Curing Ailments

Ailments Current

users

(n = 27)

Lapsed-

users

(n = 31)

Non-

users

(n = 92)

Total

(n = 150)

F p


Keep you healthy 4.11 0.89 3.55 0.81 3.29 0.78 3.49 0.86 10.840 .000

Decrease

musculoskeletal

pain

4.52 0.98 4.06 0.73 3.58 0.71 3.85 0.85 17.214 .000

Treat headaches

4.26

0.98

3.77

0.76

3.48

0.70

3.68

0.82

10.979

.000

Help with

disorders related

to menstruation

and menopause

3.74

1.13

3.23

0.84

3.20

0.71

3.30

0.85

4.666

.011

Improve sleep

4.04

1.16

3.55

0.85

3.43

0.82

3.57

0.92

4.754

.010

Improve digestion

3.81

1.14

3.26

0.86

3.28

0.77

3.37

0.89

4.272

.016

boost your

immune system

3.70

1.14

3.55

0.81

2.97

0.80

3.22

0.93

10.173

.000

Overall score

4.03

0.87

3.57

0.51

3.32

0.57

3.50

0.67

13.790

.000

Ref. code: 25616002040068EXQ

59

APPENDIX E-3: The Differences of Attitudes towards Price of

Acupuncture

Attitude

towards price

of acupuncture

Current

users

(n = 27)

Lapsed-

users

(n = 31)

Non-users

(n = 92)

Total

(n = 150)

F p


I do not know

the cost of

acupuncture

treatment

1.74 0.98 2.65 1.11 4.25 0.85 3.47 1.38 90.945 .000

Acupuncture

is cost-

effective

3.56 1.31 3.45 0.72 3.05 0.75 3.23 0.89 4.778 .010

I perceived

acupuncture is

expensive

2.81 1.30 3.06 0.96 3.36 0.81 3.20 0.96 3.864 .023

Overall score 2.70 0.71 3.05 0.57 3.55 0.55 3.30 0.67 25.543 .000

Ref. code: 25616002040068EXQ

60

APPENDIX F

THE BARRIERS FOR LAPSED-USERS IN CONTINUING

THEIR USAGE OF ACUPUNCTURE

APPENDIX F-1: The Barriers for Lapsed-users in Continuing Their

Usage of Acupuncture towards Marketing Mix

Lapsed-users (n = 31) Mean S.D

Product/Service 2.90 0.49

I found that acupuncture result is not effective 2.42 0.56

I did not receive good service 2.58 0.76

I believe that western medicine is more effective than

acupuncture

3.23 0.76

Acupuncture takes a long time to see the results 3.35 0.88

Price/ Treatment cost 2.56 0.85

Acupuncture is not cost-effective 2.42 0.85

I perceive it is high cost 2.71 0.97

Promotion 3.58 0.82

No promotion provided 3.48 1.00

Promotion is not attractive 3.68 0.87

Place/ Clinic location 2.89 0.72

The facilities have no parking lot 2.97 0.75

No public transport can reach the facilities 2.81 0.95

People 2.23 0.67

I feel lacking confidence in an acupuncturist 2.23 0.67

Process 3.23 0.63

Waiting time is long 2.94 0.93

Need to take acupuncture many times 3.52 0.68

Physical evidence 2.53 0.61

The company website is not trustful 3.06 1.00

The facilities and equipment are not clean 2.10 0.75

Medical staff did not well dressed 2.42 0.85

Ref. code: 25616002040068EXQ

61

APPENDIX F-2: The Barriers for Lapsed-users in Continuing Their

Usage of Acupuncture towards External Factors

Lapsed-users (n = 31) Mean S.D

External factors 2.53 0.43

I did not continue to purchase acupuncture because I was

recovered

3.39 1.02

I saw bad news about acupuncture from media

2.29 0.78

My western physicians, relatives and friends suggested me

not to continue

1.90 0.70

Ref. code: 25616002040068EXQ

62

APPENDIX G

THE ACCEPTABLE PRICE FOR PURCHASING AN

ACUPUNCTURE BY NON-USERS

Frequency Percent

Less than 300 Baht 2 3.9

300-500 Baht 8 15.7

501-700 Baht 12 23.5

701-900 Baht 8 15.7

901-1,000 Baht 15 29.4

1,101 -1,300 Baht 4 7.8

1,301-1,500 Baht 2 3.9

Total 51 100.0

Ref. code: 25616002040068EXQ

63

APPENDIX H

FOLLOW-UP TUKEY POST HOC

APPENDIX H-1: Multiple Comparisons for Behavior Factors

Tukey HSD

Dependent

Variable

(I) Type

of users

(J) Type

of users

Mean

Difference

(I-J)

Std.

Error Sig.

95% Confidence

Interval

Lower

Bound

Upper

Bound

Quality

Conscious

Group

Current

users

Lapsed-

users .27240 .14357 .143 -.0675 .6123

Non-users .03231 .11937 .960 -.2503 .3149

Lapsed-

users

Current

users -.27240 .14357 .143 -.6123 .0675

Non-users -.24009 .11326 .089 -.5083 .0281

Non-users Current

users -.03231 .11937 .960 -.3149 .2503

Lapsed-

users .24009 .11326 .089 -.0281 .5083

Price Sensitive

Group

Current

users

Lapsed-

users -.19654 .16255 .450 -.5814 .1883

Non-users -.24054 .13515 .180 -.5605 .0795

Lapsed-

users

Current

users .19654 .16255 .450 -.1883 .5814

Non-users -.04400 .12823 .937 -.3476 .2596

Non-users Current

users .24054 .13515 .180 -.0795 .5605

Lapsed-

users .04400 .12823 .937 -.2596 .3476

Likely to be

Influenced by

Word of Mouth

Current

users

Lapsed-

users -.32059 .16920 .144 -.7212 .0800

Non-users -.40486* .14068 .013 -.7379 -.0718

Lapsed-

users

Current

users

.32059 .16920 .144 -.0800 .7212

Non-users -.08427 .13348 .803 -.4003 .2318

Non-users Users .40486* .14068 .013 .0718 .7379

Ref. code: 25616002040068EXQ

64

Lapsed-

users .08427 .13348 .803 -.2318 .4003

Time-Strapped

Group

Current

users

Lapsed-

users .24134 .17296 .346 -.1682 .6509

Non-users .39754* .14381 .018 .0570 .7380

Lapsed-

users

Current

users -.24134 .17296 .346 -.6509 .1682

Non-users .15621 .13645 .488 -.1669 .4793

Non-users Current

users -.39754* .14381 .018 -.7380 -.0570

Lapsed-

users -.15621 .13645 .488 -.4793 .1669

*. The mean difference is significant at the 0.05 level.

APPENDIX H-2: Multiple Comparisons for Attitudes towards

Acupuncture

Tukey HSD

Dependent

Variable

(I) Type

of users

(J) Type

of users

Mean

Difference

(I-J)

Std.

Error Sig.

95% Confidence

Interval

Lower

Bound

Upper

Bound

Acupuncture is

safe

Current

users

Lapsed-

users .319 .194 .232 -.14 .78

Non-users 1.168* .162 .000 .79 1.55

Lapsed-

users

Current

users -.319 .194 .232 -.78 .14

Non-users .849* .153 .000 .49 1.21

Non-

users

Current

users -1.168* .162 .000 -1.55 -.79

Lapsed-

users -.849* .153 .000 -1.21 -.49

Treatment

process is clean

Current

users

Lapsed-

users .564* .202 .016 .09 1.04

Non-users 1.283* .168 .000 .89 1.68

Ref. code: 25616002040068EXQ

65

Lapsed-

users

Current

users -.564* .202 .016 -1.04 -.09

Non-users . 719* .159 .000 .34 1.10

Non-

users

Current

users -1.283* .168 .000 -1.68 -.89

Lapsed-

users -.719* .159 .000 -1.10 -.34

Acupuncturist

is professional

Current

users

Lapsed-

users .296 .181 .235 -.13 .73

Non-users .622* .151 .000 .27 .98

Lapsed-

users

Current

users -.296 .181 .235 -.73 .13

Non-users .326 .143 .062 -.01 .67

Non-

users

Current

users -.622* .151 .000 -.98 -.27

Lapsed-

users -.326 .143 .062 -.67 .01

Acupuncture is

high risk

treatment (i.e.

skin rashes,

infection,

nerves and

blood vessel

injure)

Current

users

Lapsed-

users -.416 .245 .209 -.99 .16

Non-users -.853* .203 .000 -1.33 -.37

Lapsed-

users

Current

users .416 .245 .209 -.16 .99

Non-users -.437 .193 .064 -.89 .02

Non-

users

Current

users .853* .203 .000 .37 1.33

Lapsed-

users .437 .193 .064 -.02 .89

I believed

acupuncture

has very few

side effects

Current

users

Lapsed-

users .128 .229 .842 -.41 .67

Non-users .610* .190 .005 .16 1.06

Lapsed-

users

Current

users -.128 .229 .842 -.67 .41

Non-users .482* .180 .023 .06 .91

Non-

users

Current

users -.610* .190 .005 -1.06 -.16

Lapsed-

users -.482* .180 .023 -.91 -.06

Ref. code: 25616002040068EXQ

66

Acupuncture

can help keep

you healthy

Current

users

Lapsed-

users .563* .212 .024 .06 1.06

Non-users .818* .176 .000 .40 1.24

Lapsed-

users

Current

users -.563* .212 .024 -1.06 -.06

Non-users .255 .167 .283 -.14 .65

Non-

users

Current

users -.818* .176 .000 -1.24 -.40

Lapsed-

users -.255 .167 .283 -.65 .14

Acupuncture

can decrease

musculoskeletal

pain

Current

users

Lapsed-

users .454 .203 .068 -.03 .93

Non-users .942* .168 .000 .54 1.34

Lapsed-

users

Current

users -.454 .203 .068 -.93 .03

Non-users .488* .160 .007 .11 .87

Non-

users

Current

users -.942* .168 .000 -1.34 -.54

Lapsed-

users -.488* .160 .007 -.87 -.11

Acupuncture

can treat

headaches

Current

users

Lapsed-

users .485* .203 .048 .00 .97

Non-users .781* .169 .000 .38 1.18

Lapsed-

users

Current

users -.485* .203 .048 -.97 .00

Non-users .296 .160 .158 -.08 .68

Non-

users

Current

users -.781* .169 .000 -1.18 -.38

Lapsed-

users -.296 .160 .158 -.68 .08

Acupuncture

can help with

disorders

related to

menstruation

and menopause

Current

users

Lapsed-

users .515 .218 .051 .00 1.03

Non-users .545* .182 .009 .12 .97

Lapsed-

users

Current

users -.515 .218 .051 -1.03 .00

Non-users .030 .172 .983 -.38 .44

Non-

users

Current

users -.545* .182 .009 -.97 -.12

Ref. code: 25616002040068EXQ

67

Lapsed-

users -.030 .172 .983 -.44 .38

Acupuncture

can help

improve sleep

Current

users

Lapsed-

users

.489 .235 .098 -.07 1.05

Non-users .602* .195 .007 .14 1.07

Lapsed-

users

Current

users -.489 .235 .098 -1.05 .07

Non-users .114 .185 .814 -.33 .55

Non-

users

Current

users -.602* .195 .007 -1.07 -.14

Lapsed-

users -.114 .185 .814 -.55 .33

Acupuncture

can help

improve

digestion

Current

users

Lapsed-

users .557* .228 .042 .02 1.10

Non-users .532* .190 .016 .08 .98

Lapsed-

users

Current

users -.557* .228 .042 -1.10 -.02

Non-users -.025 .180 .990 -.45 .40

Non-

users

Current

users -.532* .190 .016 -.98 -.08

Lapsed-

users .025 .180 .990 -.40 .45

Acupuncture

can boost your

immune system

Current

users

Lapsed-

users .155 .230 .778 -.39 .70

Non-users .736* .191 .001 .28 1.19

Lapsed-

users

Current

users -.155 .230 .778 -.70 .39

Non-users .581* .181 .005 .15 1.01

Non-

users

Current

users -.736* .191 .001 -1.19 -.28

Lapsed-

users -.581* .181 .005 -1.01 -.15

I do not know

the cost of

Current

users

Lapsed-

users

-.904* .245 .001 -1.48 -.32

Non-users -2.509* .204 .000 -2.99 -2.03

Ref. code: 25616002040068EXQ

68

acupuncture

treatment

Lapsed-

users

Current

users .904* .245 .001 .32 1.48

Non-users -1.605* .193 .000 -2.06 -1.15

Non-

users

Current

users 2.509* .204 .000 2.03 2.99

Lapsed-

users 1.605* .193 .000 1.15 2.06

Acupuncture is

cost-effective

Current

users

Lapsed-

users .104 .229 .893 -.44 .65

Non-users .501* .190 .025 .05 .95

Lapsed-

users

Current

users -.104 .229 .893 -.65 .44

Non-users .397 .181 .074 -.03 .82

Non-

users

Current

users -.501* .190 .025 -.95 -.05

Lapsed-

users -.397 .181 .074 -.82 .03

I perceived

acupuncture is

expensive

Current

users

Lapsed-

users -.250 .249 .575 -.84 .34

Non-users -.544* .207 .025 -1.03 -.05

Lapsed-

users

Current

users .250 .249 .575 -.34 .84

Non-users -.294 .196 .294 -.76 .17

Non-

users

Current

users .544* .207 .025 .05 1.03

Lapsed-

users .294 .196 .294 -.17 .76

*. The mean difference is significant at the 0.05 level.

Ref. code: 25616002040068EXQ

69

BIOGRAPHY

Name Miss Benjawan Jampasarn

Date of Birth February 6, 1992

Educational Attainment

Work Position

2014: Bachelor of Liberal Arts

Faculty of Liberal Arts, Thammasat University

Customer Account Specialist

Exxonmobil Limited

Ref. code: 25616002040068EXQ

an investigation of factors influencing adoption of

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