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The Objectives of this research were to study sociocultural, psychological and health services marketing strategy factors, and operation of alternative medicine by acupuncture; and to study direct and indirect effects to operation of alternative medicine by acupuncture performed by private hospitals in Thailand. The samples were 446 acupuncture users selected by multistage sampling. The research instrument was a questionnaire. The content validity was found that index of item objective congruency (IOC) was 0.60-1.00. For reliability of data by Cronbach’s Alpha Coefficient had values of 0.900-0.926. Statistical analysis was done by using descriptive, path analysis and structural equation model.
The research results showed that the sociocultural factor of acupuncture users at private hospitals in Thailand most were female, in the 20-40 year age group, bachelor’s degree educated, employed in the private sector, with monthly income in the range of 10,001-50,000 baht, medium social status, and did not have chronic diseases. The highest mean of each factors were; for psychological factor; belief, services marketing strategy factor; personnel, and for operation of alternative medicine by acupuncture; services .The service marketing strategy factor reflects most direct effect to operation of alternative medicine by acupuncture. The psychological factors show lower value of both direct and indirect effects to operation of alternative medicine by acupuncture. For sociocultural factor had very little value direct effect to operation of alternative medicine by acupuncture.
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