Korea Journal of Hospital Management (한국병원경영학회지)

Korean Society of Hospital Management (한국병원경영학회)
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Study on the Effects of Hospital Website Quality on Customers' Purchase Intention of Medical Service: Focusing on the Formation of Trusts in Hospitals and Doctors

의료기관 웹사이트 품질이 의료 서비스 이용 의도에 미치는 영향에 관한 연구 -병원 신뢰와 의료진 신뢰의 형성을 중심으로-

  • Lee, Dong Hyuk (Dept. of Business Administration, Graduate School of Hanyang University) ;
  • Kim, Sung Ho (Dept. of Business Administration, Hanyang University)
  • 이동혁 (한양대학교 대학원 경영학과) ;
  • 김성호 (한양대학교 경영학부)
  • Received : 2012.09.04
  • Accepted : 2012.11.09
  • Published : 2012.12.30
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Abstract

This paper explored that medial consumers' trusts in both hospitals and doctors are developed by and during investigating hospital websites and that these trusts directly build the consumers' purchase intentions of the hospitals' offline medical services. 208 questionnaires based on the websites of two virtual hospitals, captured on survey brochures, were collected and analyzed. This research indicated information quality of hospital websites affected more on developing consumers' trusts than service quality.

Keywords