의료 소비자의 동기가 병원 선택 요인과 행동에 미치는 영향 분석
A Study on the Impact of Motivation of Medical Consumers on Hospital Choice and Behavior
0
조회
0
다운로드
4
인용
0
참고문헌
키워드
초록
본 연구에서는 의료서비스를 이용하는 소비자의 의료기관 선택 기준이 마음속 동기에 의하여 중요도 비중에 따라 바뀔 수 있음을 분석하였다. 즉, 소비자들의 환부의 질환별로 소비자가 지각하는 동기적 관점에 따라 같은 증상이라 할지라도 최종적으로 선택하는 의료기관은 달라질 수 있으며 결국 소비자들의 동기가 서비스 이용 결정요인의 핵심 역할을 하는 것을 밝히고자 하였다. 이를 위해 소비자의 의료기관 선택요인을 중심 속성요인과 주변 속성요인으로 구분하고 소비자들의 동기요인에 따라 상충관계가 발생하는지 살펴봤다. 또한 소비자의 동기요인에 영향을 미치는 지각된 위험 중 신체적 위험을 추가해 분석했다. 분석 결과 첫째, 질환에 따라 의료 소비자의 의료기관 선택 속성 요인(중심속성 요인, 주변속성 요인)이 의료소비자 행동에 미치는 영향은 차이가 있었다. 둘째, 의료기관 선택의 중심요인의 경우에 중증질환의 소비자가 경증질환의 소비자에 비해 중요성을 더 높게 평가하였다. 셋째, 의료기관 선택의 주변요인의 경우에 경증질환의 소비자가 중증질환의 소비자에 비해 중요성을 더 높게 평가할 것이다. 넷째, 중증질환의 경우 지각된 신체적 위험이 높은 의료 소비자는 지각된 신체적 위험이 낮은 의료 소비자에 비해 의료기관 선택 속성의 중심속성 요인의 중요성을 더 높게 평가하였다. 다섯째, 경증질환의 경우 지각된 신체적 위험이 높은 의료 소비자는 지각된 신체적 위험이 낮은 의료 소비자에 비해 의료기관 선택 속성의 중심속성 요인의 중요성을 더 높게 평가하였다.
Abstract
This study focuses on the fact that the choice behavior of medical institutions will be determined by the motivation factors of consumers through importantness. In other words, even though medical consumers have the same disease, they have found that the final choice of medical institution can be difference by the aspect of motivation which consumer recognize according to the degree of the disease felt by the consumers. Finally, we tried to find out that the motivation of consumers is a key determinant of service utilization. In order to clarify this phenomenon, we divide consumers' selection factors into central factors and peripheral factors, and examine whether trade-off occurs according to the motivations of consumers. In addition, to investigate these special phenomena in more detail, we investigated the physical risk of perceived risk that affects the motivation of consumers. As the results, first, consumers' choice of medical institution(central factors, peripheral factors) was different from the effects according to the diseases. Second, in the case of the central factor of the choice of the medical institution, the consumers of the severe diseases were higher than the consumers of the mild diseases. Second, in the case of the center factor, the selection factor of serious diseases was higher than the peripheral factors in the selection attributes of the medical institutions. In addition, in the case of peripheral factors of medical institution selection, consumers of mild diseases will higher than consumers of severe diseases. Fourth, in the case of severe diseases, the medical consumer who had high perceived physical risk were higher assessed the importance of the central attribute factor of the medical institution selection attribute than the medical consumer who had low perceived physical risk. Finally, in the case of mild disease, the medical consumer who had high perceived physical risk were higher assessed the importance of the central attribute factor of the medical institution selection attribute than the medical consumer who had low perceived physical risk.
참고문헌 (37)
- 구순이, "의료서비스에 대한 소비자 만족에 관한 연구", 한국마케팅학회, 11(2), pp.67~90 (1996)
- 박준희, "의료마케팅" (1998), 현문사
- 이인경, "기업병원과 대학병원의 병원선택 및 환자 만족도 요인 비교", 보건행정학회지, 7(6), pp.32~54 (1997)
- 이선희, "소비가치 이론에 의한 병원선택 요인 연구", 예방의학회지, 30(2), pp.413~427 (1997)
- 조우현, "의료기관 선택기준에 관한 연구", 예방의학회지, 25(1), pp.53~63 (1992)
- 한진태, "의료관광에서 지각된 위험과 이용의도와의 관계", 대한경영학회지, 26(1), pp.1~20 (2013), 대한경영학회
- Abbie G., "The Voice of the Customer", Marketing Science, 12(1), pp.1~27 (1993)
- Babakus, E., "Adapting the SERVQUAL Scale to Hospital Services : an Empirical Investigation", Health Service Research, 26(6), pp.767~786 (1992)
- Bauer, R. A., "Dynamic Marketing for Changing World", pp.389~398 (1960), American Marketing Association
- Bettman J. R., "Memory Factors in Consumer Choice : A Review", Journal of Marketing, 43(2), pp.37~53 (1979)
- Boscarino, J. S., "Hospital Shopping and Consumer Choice", Journal of Health Care Marketing, 2(2), pp.15~23 (1982)
- Connell, J., "Contemporary Medical Tourism : Conceptualization, Culture and Commodification", Tourism Management, 34, pp.1~13 (2013)
- Deci, E., "Intrinsic and Extrinsic Motivations : Classic Definitions and New Directions", Contemporary Educational Psychology, 25(1), pp.54~67 (2000)
- Donabedian, A., "Quality and Cost : Choices and Responsibilities", Inquiry, 25(1), pp.90~99 (1988)
- Dowling, G. R., "A Model of Perceived Risk and Intended Risk-Handling Activity", Journal of Consumer Research, 21(6), pp.110~134 (1994)
- Fornell, C., "Evaluating Structural Equation Models with Unobservable Modeling", Journal of Marketing Research, 18(1), pp.39~50 (1981)
- Haahti, A. J., "Finland's Competitive Position as a Destination", Annals of Tourism Research, 13(1), pp.11~35 (1986)
- Heung, V. C. S., "Medical Tourism Development in Hong Kong; An Assessment of the Barriers", Tourism Management (2010)
- Howze, K. S., "Medical Tourism : Symptom or Cure?", Georgia Law Review, 41(3), pp.1013~1052 (2007)
- Hulka B, "Scale for the Measurement of Attitudes Toward Physicians and Primary Health Care", Med Care, 8, pp.429~430 (1970)
- Jacoby, J., "The Component of Perceived Risk", Proceedings from Third Annul Conference of the Association for Consumer Research, pp.382~393 (1972)
- Kahneman, D, "Amos Tversky" (1982)
- Kurtz, D. L., "Managing Consumer Expectations of Services", Journal of Marketing Management, 2(3-4), pp.19~25 (1992)
- Mitchell, V. W., "Consumer Perceived Risk: Conceptualization Models", European Journal of Marketing, 33(1), pp.163~195 (1999)
- Moreau, C. P., "’What is it? Categorization Flexibility and Consumers' Responses to Really New Products", Journal of Consumer Research, 27(4), pp.489~498 (2001)
- Mussweiler, T., "'Everything is Relative' : Comparison Processes in Social Judgment The 2002 Jaspars Lecture", European Journal of Social Psychology, 33(6), pp.719~733 (2003)
- Nunnally, J, C., "Psychometric Theory" (1978), McGraw-Hill
- Payne, J. W., "Task Complexity and Contingent Processing in Decision Making: An Information Search and Protocol Analysis", Organizational Behavior and Human Performance, 16, pp.366~378 (1976)
- Peter, J. P., "An Investigation of Perceived Risk Brand Levels", Journal of Marketing, 13, pp.184~188 (1976)
- Petty, R. E., "Personal Involvement as a Determinant of Argument-Based Persuasion", Journal of Personality and Social Psychology, 41(5), pp.847~855 (1981)
- Robert B. F., "Diagnosis Related Groups : Product Line Management within Hospitals", The Academy of Management Review, 11(1), pp.41~54 (1986)
- Sherman, F., "The Economics of Health and Health Care" (2004), Prentice-Hal l, Inc
- Trope, Y., "Construal-Level Theory of Psychological Distance", Psychological Review, 117(2), pp.440~ (2010)
- Wind, Y., "Analytical Approach to Marketing Decisions in Health-Care Organizations", Operations Research, 25(5), pp.973~990 (1976)
- Wolinsky, F. D., "Who Picks the Hospital : Practitioner or Patient?", Hospital & Health Services Administration, 30(2), pp.95~106 (1984)
- Yoon, Y. -S., "An Examination of the Effects of Motivation and Satisfaction on Destination Loyalty : a Structural Model", Tourism Management, 26(1), pp.45~56 (2005)
- Zeithaml, V. A., "Marketing of Services" (1981), American Marketing Association