Success factors of telemedicine startup in Vietnam: the roadmap to transform healthcare customer behavior

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