基于计划行为理论的我国大陆居民医疗旅游意向研究
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摘要
医疗旅游是以医疗护理、疾病与健康、康复与休养为主题的旅游服务。本研究基于计划行为理论,探讨个体对医疗旅游的行为态度、主观规范、知觉行为控制如何影响其医疗旅游行为意向,以及医疗旅游宣传力度的调节作用。多层线性回归分析结果表明,个体对医疗旅游的态度越积极、感知到的外部环境越支持、对完成医疗旅游行为的控制感越强,则个体参加医疗旅游的行为意向就越高。同时,个体感知到的医疗旅游宣传力度对行为态度、主观规范、知觉行为控制与医疗旅游行为意向之间的关系有负向调节作用。未来可以通过加强医疗旅游的正面宣传引导和品牌管理、提供全方位的医疗旅游服务等措施提高我国医疗旅游消费者的购买意愿。
Medical tourism refers to the tourism activity for the purpose of medical care, healthcare, rehabilitation and recovery. The theory of planned behavior is one of the most widely used psychological models that examine the factors influencing behavior. Based on this theory, behavioral intention is predicted from three antecedents: attitudes about behavior; perceptions of important others' approval of performing the behavior(subjective norms); and perceived control over performing the behavior. This paper used the theory of planned behavior to investigate the medical tourism beliefs of Chinese residents. Furthermore, contextual factors have significant effects on the behavioral intentions, and marketing level has been approved to be one of the important contextual factors. Thus, this present study examined how attitude, subjective norm and perceived control influenced medical tourism intention based on the theory of planned behavior, and the moderating effect of medical tourism marketing. Multiple linear regression analyses showed that when the attitude toward medical tourism was more positive, the external circumstance was more supportive, and the perceived control was stronger, individuals showed higher intention for medical tourism. In addition, perceived marketing level of medical tourism could weaken the relations among attitude, subjective norm, perceived control and behavioral intention. In the future, this paper proposes suggestions to increase the purchase of medical tourism products, including highlighting the promotion and marketing of medical tourism, and increasing the international service qualities to attract more Chinese medical tourists.
Medical tourism refers to the tourism activity for the purpose of medical care, healthcare, rehabilitation and recovery. The theory of planned behavior is one of the most widely used psychological models that examine the factors influencing behavior. Based on this theory, behavioral intention is predicted from three antecedents: attitudes about behavior; perceptions of important others' approval of performing the behavior(subjective norms); and perceived control over performing the behavior. This paper used the theory of planned behavior to investigate the medical tourism beliefs of Chinese residents. Furthermore, contextual factors have significant effects on the behavioral intentions, and marketing level has been approved to be one of the important contextual factors. Thus, this present study examined how attitude, subjective norm and perceived control influenced medical tourism intention based on the theory of planned behavior, and the moderating effect of medical tourism marketing. Multiple linear regression analyses showed that when the attitude toward medical tourism was more positive, the external circumstance was more supportive, and the perceived control was stronger, individuals showed higher intention for medical tourism. In addition, perceived marketing level of medical tourism could weaken the relations among attitude, subjective norm, perceived control and behavioral intention. In the future, this paper proposes suggestions to increase the purchase of medical tourism products, including highlighting the promotion and marketing of medical tourism, and increasing the international service qualities to attract more Chinese medical tourists.
引文
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[21]Peters C R,Sauer K M.A survey of medical tourism service providers[J].Journal of Marketing Development and Competitiveness,2011,5(3):117~126.
[22]Reddy S G,York V K,Brannon L A.Travel for treatment:Students’perspective on medical tourism[J].International Journal of Tourism Research,2010,12(5):510~522.
[23]Sarantopoulos I,Vicky K,Geitona M.A supply side investigation of medical tourism and ICT use in greece[J].Procedia-Social and Behavioral Sciences,2014(148):370~377.
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[25]Ye B H,Qiu H Z,Yuen P P.Motivations and experiences of Mainland Chinese medical tourists in Hong Kong[J].Tourism Management,2011,32(5):1125~1127.
[26]常峰,熊莎莉.基于TPB的社区高血压患者用药依从性影响因素问卷编制[J].中国医药科学,2013,3(2):58~59.
[27]陈榕,刘熠,王嘉欣,等.2013年媒体报道的乙型肝炎疫苗事件对公众预防接种态度的影响[J].实用预防医学,2016,23(7):856~858.
[28]段文婷,江光荣.计划行为理论述评[J].心理科学进展,2008,16(2):315~320.
[29]郭倩倩,胡善风,朱红兵.基于计划行为理论的乡村旅游意向研究[J].华东经济管理,2013,27(12):167~172.
[30]胡兵,傅云新,熊元斌.旅游者参与低碳旅游意愿的驱动因素与形成机制:基于计划行为理论的解释[J].商业经济与管理,2014(8):64~72.
[31]雷铭.医疗旅游研究现状及启示[J].中国卫生政策研究,2017,10(7):65~70.
[32]李美娘.中国游客赴韩国医疗旅游消费行为的实证研究[D].济南:山东大学,2013.
[33]梁湘萍,甘巧林.国际医疗旅游的兴起及其对我国的启示[J].华南师范大学学报(自然科学版),2008(1):130~136.
[34]刘建国,张永敬.医疗旅游:国内外文献的回顾与研究展望[J].旅游学刊,2016,31(6):113~126.
[35]刘庭芳,焦雅辉,董四平,等.国际医疗旅游产业探悉及其对中国的启示[J].中国医院,2016,20(5):1~6,16.
[36]聂静虹,金恒江.病患就医意愿和健康意向的影响因素研究--基于计划行为理论(TPB)模型的构建[J].新闻大学,2017(5):86~94.
[37]王宁.法规政策及公众宣传对居民废旧家电回收渠道选择意向的影响[D].北京:北京交通大学,2014.
[38]吴之杰.杭州市社区居民医疗旅游意向及其影响因素研究[D].杭州:杭州师范大学,2015.
[39]杨留花,诸大建.扩展计划行为理论框架下共享单车规范停放行为意向的影响因素分析[J].中国人口·资源与环境,2018,28(4):125~133.
[40]余福茂.情境因素对城市居民废旧家电回收行为的影响[J].生态经济,2012(2):137~141,177.
[2]Ajzen I.Perceived behavioral control,self‐efficacy,locus of control,and the theory of planned behavior[J].Journal of Applied Social Psychology,2002,32(4):665~683.
[3]Ajzen I,Madden T J.Prediction of goal-directed behavior:Attitudes,intentions,and perceived behavioral control[J].Journal of Experimental Social Psychology,1986,22(5):453~474.
[4]Bookman M Z,Bookman K R.Medical Tourism in Developing Countries[M].New York:Palgrave Macmillan,2007:1~10.
[5]Chang I C,Chou P C,Yeh R K J,et al.Factors influencing Chinese tourists’intentions to use the Taiwan Medical Travel App[J].Telematics and Informatics,2016,33(2):401~409.
[6]Connell J.Medical tourism:Sea,sun,sand and...surgery[J].Tourism Management,2006,27(6):1093~1100.
[7]Connell J.Contemporary medical tourism:Conceptualisation,culture and commodification[J].Tourism Management,2013(34):1~13.
[8]Fisher G G,Matthews R A,Gibbons A M.Developing and investigating the use of single-item measures in organizational research[J].Journal of Occupational Health Psychology,2016,21(1):3~23.
[9]Hallem Y,Barth I.Customer-perceived value of medical tourism:An exploratory study-The case of cosmetic surgery in Tunisia[J].Journal of Hospitality and Tourism Management,2011,18(1):121~129.
[10]Han H,Hyun S S.Customer retention in the medical tourism industry:Impact of quality,satisfaction,trust,and price reasonableness[J].Tourism Management,2015(46):20~29.
[11]Han S H.The Sociocultural Brain:A Cultural Neuroscience Approach to Human Nature[M].Oxford:Oxford University Press,2017.
[12]Heung V C S,Kucukusta D,Song H Y.A conceptual model of medical tourism:Implications for future research[J].Journal of Travel&Tourism Marketing,2010,27(3):236~251.
[13]Heung V C S,Kucukusta D,Song H Y.Medical tourism development in Hong Kong:An assessment of the barriers[J].Tourism Management,2011,32(5):995~1005.
[14]Johnston R,Crooks V A,Snyder J,et al.What is known about the effects of medical tourism in destination and departure countries?A scoping review[J].International Journal for Equity in Health,2010(9):24.
[15]Lee M,Han H,Lockyer T.Medical tourism:Attracting Japanese tourists for medical tourism experience[J].Journal of Travel&Tourism Marketing,2012,29(1):69~86.
[16]MacReady N.Developing countries court medical tourists[J].The Lancet,2007,369(9576):1849~1850.
[17]Markus H R,Kitayama S.Culture and the self:Implications for cognition,emotion,and motivation[J].Psychological Review,1991,98(2):224~253.
[18]NaRanong A,NaRanong V.The effects of medical tourism:Thailand’s experience[J].Bulletin of the World Health Organization,2011,89(5):336~344.
[19]Pafford B.The third wave-medical tourism in the 21st century[J].The Southern Medical Journal,2009,102(8):810~813.
[20]Pan T J,Chen W C.Chinese medical tourists-their perceptions of Taiwan[J].Tourism Management,2014(44):108~112.
[21]Peters C R,Sauer K M.A survey of medical tourism service providers[J].Journal of Marketing Development and Competitiveness,2011,5(3):117~126.
[22]Reddy S G,York V K,Brannon L A.Travel for treatment:Students’perspective on medical tourism[J].International Journal of Tourism Research,2010,12(5):510~522.
[23]Sarantopoulos I,Vicky K,Geitona M.A supply side investigation of medical tourism and ICT use in greece[J].Procedia-Social and Behavioral Sciences,2014(148):370~377.
[24]Seow A N,Choong Y O,Moorthy K,et al.Intention to visit Malaysia for medical tourism using the antecedents of Theory of Planned Behaviour:A predictive model[J].International Journal of Tourism Research,2017,19(3):383~393.
[25]Ye B H,Qiu H Z,Yuen P P.Motivations and experiences of Mainland Chinese medical tourists in Hong Kong[J].Tourism Management,2011,32(5):1125~1127.
[26]常峰,熊莎莉.基于TPB的社区高血压患者用药依从性影响因素问卷编制[J].中国医药科学,2013,3(2):58~59.
[27]陈榕,刘熠,王嘉欣,等.2013年媒体报道的乙型肝炎疫苗事件对公众预防接种态度的影响[J].实用预防医学,2016,23(7):856~858.
[28]段文婷,江光荣.计划行为理论述评[J].心理科学进展,2008,16(2):315~320.
[29]郭倩倩,胡善风,朱红兵.基于计划行为理论的乡村旅游意向研究[J].华东经济管理,2013,27(12):167~172.
[30]胡兵,傅云新,熊元斌.旅游者参与低碳旅游意愿的驱动因素与形成机制:基于计划行为理论的解释[J].商业经济与管理,2014(8):64~72.
[31]雷铭.医疗旅游研究现状及启示[J].中国卫生政策研究,2017,10(7):65~70.
[32]李美娘.中国游客赴韩国医疗旅游消费行为的实证研究[D].济南:山东大学,2013.
[33]梁湘萍,甘巧林.国际医疗旅游的兴起及其对我国的启示[J].华南师范大学学报(自然科学版),2008(1):130~136.
[34]刘建国,张永敬.医疗旅游:国内外文献的回顾与研究展望[J].旅游学刊,2016,31(6):113~126.
[35]刘庭芳,焦雅辉,董四平,等.国际医疗旅游产业探悉及其对中国的启示[J].中国医院,2016,20(5):1~6,16.
[36]聂静虹,金恒江.病患就医意愿和健康意向的影响因素研究--基于计划行为理论(TPB)模型的构建[J].新闻大学,2017(5):86~94.
[37]王宁.法规政策及公众宣传对居民废旧家电回收渠道选择意向的影响[D].北京:北京交通大学,2014.
[38]吴之杰.杭州市社区居民医疗旅游意向及其影响因素研究[D].杭州:杭州师范大学,2015.
[39]杨留花,诸大建.扩展计划行为理论框架下共享单车规范停放行为意向的影响因素分析[J].中国人口·资源与环境,2018,28(4):125~133.
[40]余福茂.情境因素对城市居民废旧家电回收行为的影响[J].生态经济,2012(2):137~141,177.