医疗旅游消费中感知风险影响因素分析
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摘要
医疗旅游消费情景中,消费者感知风险的影响因素来源于个体、医疗旅游服务产品和医疗旅游机构三方面因素。论文提出8个假设,通过问卷调研和样本数据的结构方程模型分析,结果表明,不同产品属性的医疗旅游感知风险存在显著差异,医疗旅游消费经验、参照群体、产品特色、品牌知名度、医疗旅游服务人员的专业性都会降低消费者的感知风险。研究结论为政府和医疗旅游机构制定相应政策提供了有益参考。
In the medical tourism consumption scenario, the influencing factors of consumers' perceived risks mainly come from the individual,medical tourism service products and medical tourism institutions. This paper puts forward eight assumptions, through questionnaire investigation and structural equation model analysis of sample data, the results show that the different product attributes of medical tourism perceived risk has significant differences, medical tourism consumption experience, reference groups, product characteristics, brand awareness, professional medical tourism service will reduce the consumer's perceived risk. The conclusion of the study can provide useful reference for the government and medical tourism institutions to formulate corresponding policies.
In the medical tourism consumption scenario, the influencing factors of consumers' perceived risks mainly come from the individual,medical tourism service products and medical tourism institutions. This paper puts forward eight assumptions, through questionnaire investigation and structural equation model analysis of sample data, the results show that the different product attributes of medical tourism perceived risk has significant differences, medical tourism consumption experience, reference groups, product characteristics, brand awareness, professional medical tourism service will reduce the consumer's perceived risk. The conclusion of the study can provide useful reference for the government and medical tourism institutions to formulate corresponding policies.
引文
[1]吴之杰,郭清.国外医疗旅游研究现状及启示[J].中国卫生政策研究,2014,7(11):59-63.
[2]耿松涛.中国医疗旅游发展研究:理论创新与实践探索[M].天津:南开大学出版社,2015.
[3]孙颖.海南发展医疗健康养生旅游正逢其时[J].今日海南,2016(11):52-56.
[2]耿松涛.中国医疗旅游发展研究:理论创新与实践探索[M].天津:南开大学出版社,2015.
[3]孙颖.海南发展医疗健康养生旅游正逢其时[J].今日海南,2016(11):52-56.