Impact of the Perceived Uncertainty on the Re-use Intention in the Medical Service: Relationship Immersion Adjusting Effect

Various medical service research and assessment of satisfaction result in improved medical service quality and alternatives, as well as increased hospital management profitability. Under this background, each medical institution is focusing on marketing its services. For example, today is an environment where consumers can easily find medical institutions or get related coupons on the Internet or mobile. As a result, many people find and use medical institutions directly over the Internet, rather than through oral communication. Many consumers have easy access to medical services over the Internet, but on the other hand, they always visit the medical institution with uncertainty about them. Therefore, the purpose of this study is to understand the importance of relationship immersion to eliminate perceived uncertainty that may be a hindrance to the growth of medical services and to present strategies that can be based on the affective immersion and the calculative immersion. For this purpose, the hypothesis was established by considering prior research and social phenomena, and the survey was conducted by a specialized research company, and the subject was limited to medical service users. An analysis of the data collected to verify this was conducted through SPSS 24.0. When medical services were selected over the Internet, we wanted to find out whether the customer using them was aware of the perceived uncertainty about the medical service and the impact it had on the relationship immersion and re-use intention, and whether it was linked to re-use through relationship immersion. The results showed that perceived uncertainty affects the re-use intention, and that the relationship immersion plays an adjusting role in the re-use intention of medical services. While it is generally common for consumers to have some knowledge of the medical information available on the Internet and visit the medical institution, in fact, the communion with the medical staff is a more important factor in their re-use intention.