A framework for health information adoption in Thailand

Issues in addressing the digital divide are poorly researched in Thailand. This study applied the Unified Theory of Acceptance and Use of Technology (UTAUT) model to investigate the people’s behavioral intention to adopt and use ICT to access health
information in rural communities. This study aims to construct a framework for health information adoption in selected rural areas in Thailand. The study used a quantitative and qualitative design with a sample of 367 respondents selected from eight provinces in rural communities of southern Thailand. The collected data is analyzed using is the Structural Equation Model (SEM). The study found that performance expectancy, effort expectancy, social influence, and facilitating condition strengthened the positive relationship with behavioral intentions to adopt ICT for accessing health information.
In addition, this study indicated that the personal characteristics such as gender, age, education, income, occupation and location have moderate positive effect on performance expectancy, effort expectancy, social influence, and facilitating condition whilst there was negative relationship between knowledge of ICT and behavioral intention. Moreover, in rural community, mobile phones are the most commonly used device for accessing the Internet. The people perceived the benefits of using ICT for health information relates to the ability to facilitate in disease prevention. However, in
some locations, the study reported that the locals are facing problems of weak signal and limited ICT infrastructure. Therefore, in order to bridge the digital divide, the government should provide wider coverage of basic ICT infrastructure and networking in rural areas in Thailand.