병원복합문화공간의 체험유형이 재방문의도에 미치는 영향

Abstract

Medical institutions in Australia, Singapore and Thailand are operating complex cultural space in which natural resources of nature's gift and their own culture and arts have been combined. In the case of domestic medical institutions, however, current circumstance is that they are only investing in the expansion of major facilities and medical equipment. The purpose of this study is to conduct an empirical study on the effects of consumer attitude factor of visitors that experienced type-specific experience on their revisit intention in the case of integrating experience type complex cultural space combined with culture and arts into general hospital. For the purpose of verifying this study, it classified the experience type used as variable into reality escape type experience, esthetic experience, educational experience and entertainment experience, and corporality, comfort, sympathy and satisfaction were selected as the variables to measure consumer attitude. As for dependent variable, revisit intention was selected, and factor analysis and reliability test were used to verify the validity of variable composition. In addition. regression analysis was used to analyze the difference in the effects of consumer attitude of visitors that experienced experience type on their revisit intention. Survey research was conducted for 139 people in their 20s and 60s that visited hospital with four types of experimental stimuli on experience types selected through convenience sampling, and it considered random allocation to randomly allocate the order of stimuli to prevent the order effect when respondents are exposed to stimuli. The collected data were analyzed by using SPSS Statistics 18.0. The study result showed that there are differences in the intention to revisit hospital's complex cultural space according to experience type. It was found through regression analysis that consumer attitude has positive effects on revisit intention in the reality escape type experience, esthetic experience and educational experience types. In the entertainment experience type, regression analysis result showed that corporality, comfort, sympathy and satisfaction did not have meaningful effects on revisit intention. Accordingly, reality escape type experience, esthetic experience and educational experience types were found to be experience elements that affect the intention to revisit complex cultural space. It is expected that this study as an empirical study on hospital's complex cultural space will contribute to enhancement of the brand value of domestic hospitals and medical institutions using culture and arts.