매스미디어와 의료서비스의 구매의도

다국어 초록 (Multilingual Abstract)

The medical industry has changed remarkably in terms of the supply of medical information and patient attitude. In the past, patients typically display passive attitudes in obtaining information about medical services. However, fundamental changes in the accessibility of information, such as the development of mass media and proactive attitudes, have enabled patients to obtain information about medical services more easily. Some patients today are even willing to travel to other countries to buy medical services as a result of information they receive from various forms of media. In this regard, cultivation theory, parasocial relationship theory, and use and gratification theory have supported the notion that the media has a profound effect on individual patient attitudes. This study examines the effect of media on the intention of Japanese tourists to purchase medical services in South Korea through Structural Equation Models (SEM) and a stepwise multiple regression analysis. A total of 258 Japanese tourists who viewed Korean television drama programs were randomly chosen during the summer of 2012. The results of this study reveal that satisfaction with Korean television drama has a significant effect on the intention of Japanese tourists to purchase Korean medical service and media images. A historical and cultural attraction dimension and general attitudes dimension are largely connected to this. As a result, the present study indicates that media can be a critical factor in developing medical services and may be a useful marketing tool in medical tourism.