의료관광 관련요인이 해외의료관광객의행동의도에 미치는 영향 -온라인 리뷰를 중심으로- = The Effect of Medical Tourism Factors on Foreign Medical Tourists' Behavioral Intention : The Role of Online Review

다국어 초록 (Multilingual Abstract)

This study aims to predict medical tourists' behavioral intention by using Theory of Planned Behavior, added the interaction variable(online review). There are dozens of non-academic books and a similar number of academic articles on medical tourism. However, one of the accompanying problems of the medical tourism studies is the lack of scholarly research published on the topic based on empirical data collected past or prospective patients. Online customer review are increasingly available online for a wide range of products and services. Although traditional researchers demonstrated the benefits of the presence of customer reviews to an online retailer, there is a lack of focus on customer review effect on customer behavioral intention.
This research relies on the Theory of Planned Behavior to explore the attitudes and beliefs of potential Chinese medical tourists towards medical tourism to South Korea. In order to investigate the interaction effect of online review between attitude and behavioral intention, the stepwise regression analysis was employed. For empirical test, total of 101 questionnaires were used for data analysis. Results showed that the statistically significant relationship between online review and potential medical tourists' behavioral intention was revealed. Even though both attitude and subjective norms positively affected the behavioral intention, attitude impacted more strongly on the intention than subjective norms and online review did. As a modulator, online review has an influence on the relationship of attitude-behavior intention.

국문 초록 (Abstract)

한국의 의료관광산업은 블루오션이면서 경제활성화를 위한 고부가가치 산업으로 주목받고 있다. 의료관광의 육성을 위해 정부는 본격적으로 외국인 환자유치를 위해 의료법을 개정하고 있으며 비자발급의 간소화 등 의료관광목적국으로 한국을 선택하게 하고자 노력을 기울이고 있다. 이러한 시점에서 한국의 의료관광산업을 활성화시키는데 중요한 잠재적 의료관광객인 중국관광객을 대상으로 의료관광을 고려하는 행동의도에 영향을 미치는 요소를 파악하기 위한 연구가 필요하다고 볼 수 있다. 따라서 본 연구는 계획행동이론을 중심으로 온라인 리뷰가 잠재적 의료관광객의 행동의도에 미치는 영향을 실증분석 하는 것에 그 목적이 있다. 계획행동이론모형은 고객의 의사결정에 있어서 사회심리적인 접근법을 사용해서 고객들의 행동의도에 영향을 주는 요소의 타당성과 유용성이 입증되고 있지만 기존 변인에서 추가적으로 보완하는 연구의 필요성이 제기되고 있어서 본 연구는 온라인리뷰의 영향력이 행동의도를 설명하는데 중요한 역할을 할 것으로 보고 있어 온라인 리뷰의 조절효과와 행동의도에 직접적인 영향을 주는지에 대한 가설을 검증하는데 초점을 두고 있다.
이러한 목적을 달성하기 위해 본 연구는 조절회귀분석 방법을 사용하였다. 연구결과, 한국으로의 의료관광을 가려는 행동의도에 영향을 미치는 요인으로 태도, 주관적 규범, 온라인 리뷰가 직접적으로 행동의도에 영향을 주는 것으로 확인되었고, 태도가 주관적 규범이나 온라인 리뷰보다는 영향력이 큰 것으로 나타났다. 하지만 온라인 리뷰가 태도에서 행동의도에서 조절효과가 확인됨에 따라 온라인 리뷰의 파급효과가 중국의 잠재적 관광객에게 미치는 것으로 확인되었다.

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