상세검색
최근 검색어 전체 삭제
다국어입력
즐겨찾기0
커버이미지 없음
KCI등재 학술저널

A Multi-level Approach to Perceived Risks of Medical Tourism Service and Purchase Intention: An Empirical Study from Korea

  • 8

Due to the lack of information, medical tourists are regarded to be at high risk. Prior medical tourism research has found that various types of perceived risks have a significant impact on medical tourists’ purchase behavior. Even though medical tourism is predicted to increase, there is a lack of behavioral research to explain how perceived risks affect medical tourists’ purchase behavior. In the context of Korean medical tourism, this study attempts to evaluate the effects of multi-level (macro, organizational, and personal) factors on medical tourists’ perceived risks and purchase intentions. A conceptual model and hypotheses were built and empirically validated to investigate links between multi-level characteristics, perceived risks, and purchasing intentions. The data for this study was collected from Chinese tourists using a questionnaire. The impact of cognitive country image, affective country image, and medical service quality on fundamental risk is confirmed by statistical testing. Surprisingly, expectancy discrepancy risk is influenced only by cognitive country image and information search capabilities. Both fundamental and expectation discrepancy risks lower medical tourists’ purchase intentions. The findings of this study show that a multi-level strategy is required to investigate the links between perceived risks and medical tourism purchasing intentions based on macro, organizational, and personal factors.

1. Introduction

2. Literature Review

3. Conceptual Framework and Hypotheses Development

4. Methodology

5. Results

6. Discussion

7. Conclusion

로딩중