FACTORS AFFECTING THE BEHAVIOR OF CHOOSING HEALTH CARE SERVICES AT PRIVATE HOSPITALS IN HANOI CITY
The research report focuses on researching factors affecting the behavior of citizens choosing medical examination and treatment at private hospitals in Hanoi city. With rapid and uneven population growth, Hanoi faces major challenges in its public health system, including financial constraints, lack of medical human resources, and service delivery capacity. The study focuses on factors affecting Hanoi people's decision to choose a private hospital, including: (i) Attitude towards private hospitals; (ii) Subjective norms; (iii) Perceived behavioral control; (iv) Perceived benefits; (v) Healthcare costs; (vi) Motivation for seeking healthcare at private hospitals. The results show that subjective norms, cost, motivation and perceived benefits have a significant influence on the intention to seek medical treatment at a private hospital. Meanwhile, perceived behavioral control and attitude towards private hospitals do not have enough statistical significance to conclude about the influence of these variables on the intention to seek medical treatment at private hospitals. Intention to seek medical treatment at a private hospital has a strong influence on choice behavior, with an influence level of 0.918. The research results will provide important information about people's trends and priorities in choosing private hospitals, and also propose solutions to improve service quality and development strategies of private hospitals in Hanoi.
Health Care, Medical Treatment, Private Hospitals, the Factors Affecting Intention.