의료기관 문화예술 공간 특성이 의료서비스의 구매 후 행동에 미치는 영향

Effects of Cultural and Artistic Spatial Characteristics of Medical Institutions on Post-Purchase Behavior of Medical Services

The purpose of this study is to examine the influence of the cultural and artistic spatial characteristics of medical institutions on the post-purchase behaviors by mediating the attachment to the space and the brand image. For this purpose, the differences in the influence level of the cultural and artistic spatial characteristics based on the cultural consumption behavior onto the attachment to the place and the brand image were empirically analyzed. The data used for this study were collected from August 1, 2016 to August 30 of the same year. The subjects of the study were selected among the residents of Busan and Gyeongsangsnamdo region who used medical institutions. To these subjects, a total of 400 questionnaires were distributed, of which 357 were recovered. After excluding 14 of them due to incomplete answers, a total of 343 valid questionnaires were used as the data for the statistical analysis. The collected data were analyzed using IBM SPSS statistics version 22.0 for windows and AMOS 22.0 software. The result of the verification of the hypothesis of this study was as follows; First, the result of the analysis of the hypothesis that the cultural and artistic spatial characteristics would affect the attachment to the place showed that the aesthetic values, emotional empathy, spatial structure, and classy symbolism were all affecting the attachment positively with a significance. Second, the result of the analysis of the hypothesis that the cultural and artistic spatial characteristics of the medical institute would affect the brand image was that the emotional empathy, spatial structure, and classy symbolism all affected the brand image positively with a statistical significance. The aesthetic value did not affect the brand image with a significance. Third, the analysis of the hypothesis that the attachment to the place of the medical institute on the post-purchase behavior showed that the attachment to the place affected the intent of the ‘word of mouth’ and the revisit intent significantly and positively. Fourth, the analysis of the hypothesis that the brand image of the institute would affect the post-purchase behavior showed that the brand image affected the ‘word of mouth’ and the revisit intents significantly.