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중국 온라인 의료 플랫폼 이용 동기에 따른 고객 만족과 재이용 의도에 관한 연구
형노선,이용형 한국소비문화학회 2023 소비문화연구 Vol.26 No.3
5G 과학기술 발전으로 의료서비스의 온라인화, 비대면, 소비자중심의 새로운 패러다임으로 전환되어야 할 시점에 와있다. 코로나 팬데믹의 영향으로 온라인 의료 플랫폼은 최근 급격히 성장하고 있는 분야로서, 이용자들에게 유용하고 편리한 의료서비스를 제공한다. 이에 본 연구는 중국 온라인 의료 플랫폼 이용자를 대상으로 이용 동기에 따른 고객 만족과 재이용 의도에 관계를 확인하고자 하였다. 이를 위해 2023년 온라인 설문조사를 통해 중국 325명 이용자를 대상으로 조사하여 가설을 검증하였다. 분석 결과 첫째, 중국 온라인 의료 플랫폼 이용 동기는 고객 만족도에 유의한 정(+)의 영향을 미칠 것이라는 가설은 모두 채택되었다. 둘째, 의료 플랫폼 이용 동기는 재이용 의도에 유의한 정(+)의 영향을 미칠 것이라는 가설은 부분 채택되었다. 셋째, 고객 만족도는 재이용 의도에 유의한 정(+)의 영향을 미칠 것이라는 가설은 채택되었다. 넷째, 고객 만족도는 온라인 의료 플랫폼 이용 동기와 재이용 의도 간 매개 영향을 미치는 것은 부분 채택되었다. 결론적으로 본 연구는 중국 온라인 의료 플랫폼 이용 동기의 하위요인인 경제성, 유용성, 편리성, 전문성, 상호작용이 고객 만족에 유의한 영향을 미치는 중요 변수로 작용하는 것을 확인할 수 있었다. We are at a point where scientific and technological advancements of 5G necessitate a transition to a new paradigm of online, non-face-to-face, consumer-centered medical services. Influenced by the COVID-19 pandemic, online medical platforms are rapidly growing fields, providing useful and convenient medical services to users. This study aimed to verify the relationship between customer satisfaction and intention to reuse based on the usage motivation of users of online medical platforms in China. For this purpose, hypotheses were tested through an online survey in 2023, targeting 325 users. The analysis results are as follows. First, the hypothesis that the motivation for using Chinese online medical platforms will have a significant positive (+) impact on customer satisfaction was all adopted. Second, the hypothesis that the motivation for using the medical platform will have a significant positive (+) impact on the intention to reuse was partially adopted. Third, the hypothesis that customer satisfaction will have a significant positive (+) impact on the intention to reuse was adopted. Fourth, the hypothesis that customer satisfaction mediates between the motivation to use the online medical platform and the intention to reuse was partially adopted. In conclusion, this study confirmed that the economic efficiency, utility, convenience, professionalism, and interaction, which are sub-factors of the motivation to use online medical services in China, act as important variables that significantly influence customer satisfaction.
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PAD 요인이 중국 자율주행차 이용 의도에 미치는 영향에 관한 연구
형노선,이용형 한국소비문화학회 2023 소비문화연구 Vol.26 No.4
This study analyzed the impact of consumer emotional responses (PAD: enjoyment, excitement, and sense of control) on trust and intention to use Chinese autonomous vehicles. The study was conducted on a total of 207 consumers from May 19 to 26, 2023, and SPSS 26 and AMOS 28 were used to conduct exploratory factor analysis, reliability, validity analysis, confirmatory factor analysis, and correlations between constructs. The model was verified through relationship and co-variate structural analysis model. As a result of the verification, the hypothesis testing on the impact of consumer emotional response (PAD) regarding Chinese autonomous vehicles on intention to use was partially adopted from an overall perspective. First, the emotional response of autonomous vehicles was found to have a positive effect on trust. Second, emotional responses to autonomous vehicles did not appear to have a positive effect on intention to use them. Third, trust was found to have a positive effect on intention to use. Lastly, trust in autonomous vehicles was found to have a positive mediating effect between consumer emotional response and usage intention. The practical implications are as follows. First, it is effective to emphasize consumer emotional responses when establishing a marketing strategy for autonomous vehicles. Second, since trust has a mediating effect between consumer emotional responses and usage intentions, there is a need to strengthen autonomous vehicles experiences and promotions that can increase trust. Third, considering emotional response factors can be used to secure a competitive advantage in autonomous vehicles, and it will help develop cars with higher emotional response factors than other automobile manufacturers and differentiate strategies in the market.
KCI
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