의료관광 목적지에 대한 심리적 거리가 지각된 위험과 구매의도에 미치는 영향

Impacts of Psychological Distance for Medical Tourism Destination on Perceived Risk and Purchase Intentions: A sample of Potential Medical Tourists from Japan and China

The purpose of this study was to investigate the effects of psychological distance for medical tourism destination on perceived risk and purchase intentions when consumers consider the medical services abroad. For this aim, the survey was administered to 453 potential medical customers from Japan and China. The data was analyzed with structural equation model (SEM). The results are as follows: First, cultural environmental differences in the psychological distance of consumers impacted on physical, financial, temporal, and socio-psychological risks, while politico-economic differences affected physical, performance, financial, and socio-psychological risks. Second, physical and temporal risk had a significant influence on purchase intentions The psychological distance is a relative and subjective feeling of consumers, not an objective and accurate appraisal. However, it clearly exists in the decision-making process of medical tourists while working as the antecedent which increases perceived risk and reduces purchase intentions.