DOI: 10.14457/tu.the.2018.344
title: An investigation of factors influencing adoption of acupuncture among Thai adults

description: 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 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.