방한중국인 의료관광객의 의료관광동기, 위험지각, 충성도간의 영향관계 연구 - 의료관광서비스품질의 매개효과 검증을 중심으로 -

Abstract

The aims of this study is to investigate the causal relationship between medical tourism motivation, perceived risk and loyalty of Chinese medical tourists of Korea. In order to achieve the objective of this study, we conducted a survey to target the Chinese that there is medical tourism experience in Korea. Questionnaire questions include a medical tourism motivation, perceived risk, loyalty, and the items of medical tourism service quality, and the final 248 valid samples were used for empirical analysis. To test the reliability and validity, factor analysis was conducted. And to verify the hypotheses and mediation effects, multi-regression analysis was conducted. From the verification results of the hypotheses, all the hypotheses we made in this study are significant. It is discovered that there is a causal relationship among medical tourism motivation, perceived risk and loyalty. And it is also founded that mediating effects of medical tourism service quality between perceived risk and loyalty are identified and they are used to draw improvement methods for medical tourism service quality.