미용성형 의료관광객이 느끼는 통제력이 스트레스 감소 및 만족도 제고에 미치는 영향 = The Effect of Control on Stress Reduction and Satisfaction of Cosmetic Medical Tourists

국문 초록 (Abstract)

해외에서 의료서비스를 받는 것은 불확실성과 스트레스를 느끼기 쉬운 사건이다. 본 연구는 환경심리학에 축적된 통제력에 관련된 연구결과를 바탕으로, 해외 성형의료서비스 소비자가 상황에 대한 통제력을 인지하게 되면 스트레스를 덜 느끼고 서비스 경험에 만족할 가능성이 높아질 수 있을 것이라는 추론에 기반하고 있다. 본 연구에서는 개인이 인지하는 전반적인 통제력을 행동통제력, 인식통제력 및 결정통제력의 세 가지 차원을 선행요인으로 하는것으로 설정하고, 전반적인 통제력은 스트레스, 고객만족, 그리고 추천의도에 영향을 미치는 것으로 연구모형을구축하고 변인 간의 관계를 검증할 수 있는 12개의 가설을 세웠다.
자료 수집은 최근 2 년간 우리나라를 방문해 미용성형수술을 받은 경험이 있는 180명의 중국소비자를 대상으로온라인 설문조사를 통해 이루어졌다. 수집된 자료를 분석한 결과, 9개의 가설이 지지되었다. 첫째, 소비자가 느끼는 전반적인 통제력은 행동통제력과 결정통제력에 의해 영향을 받지만 인식통제력에 의해서는 영향을 받지 않는 것으로 밝혀졌다. 둘째, 소비자가 느끼는 전반적인 통제력은 서비스에 관련된 스트레스와 서비스에 대한 만족에 유의한 직접효과를 미치는 것으로 나타났으나 추천의도에는 직접적인 영향을 미치지 않는 것으로 확인되었다. 하지만, 내생변인들 사이의 간접효과를 확인하기 위해 매개효과를 분석한 결과에 의하면 전반적인 통제력은 스트레스와 만족을 매개로 추천의도에 유의미한 간접효과를 가지고 있는 것으로 밝혀졌다. 즉, 미용성형의료관광 소비자가 인지하는 전반적 통제력은 서비스에 관련된 그의 스트레스, 만족, 그리고 추천의도에 직·간접적인 영향을 미치는 중요한 변인으로 확인되었다. 본 연구를 통해 밝혀진 해외 의료소비자가 느끼는 통제력의 선행요인, 효과, 및 중요성에 관한 정보는 의료 현장 실무진의 접점전략 수립에 즉각 활용될 수 있을 것으로 기대되며 학문적으로도다양한 시사점을 제공하는 것으로 판단된다.

다국어 초록 (Multilingual Abstract)

To most people, going through a medical process abroad is a highly involving and stressful event. This study proposes and empirically investigates personal control as a factor that has a high capability of reducing stress and enhancing satisfaction associated with consumers’ overseas plastic surgery experience.
It postulates one’s perception of control as being affected by behavioral dimension, cognitive dimension, and decisional dimension. Additionally, one’s perceived control is conceptualized to affect one’s stress, satisfaction, and recommendation. Data were collected from 180 Chinese consumers who had visited a large surgery clinic in Seoul. Nine out of twelve hypotheses were supported. First, overall personal control was found to be affected not by cognitive dimension but by both behavioral and decisional dimensions.
Second, personal control was found to have significant direct influences upon stress and satisfaction, but not upon recommendation intention. Finally, mediation analyses indicate that both satisfaction and stress serve as meaningful intervening variables, effectively mediating the relationship between personal control and recommendation intention. Such findings of the study suggest a set of meaningful academic and practical implications that are conducive in understanding the psychology underlying foreign plastic surgery consumers visiting Korea.

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