의료서비스 정보처리에 대한 희망의 역할에 관한 연구

This research has explored the effects of a medical consumer's involvement and hope, on the information processing in selecting a medical institution. In particular, in processing a persuasive message, consumers do not necessarily have a objective information processing. This research has focused on the role of 'hope' in the information processing which shows a tendency toward on a specific conclusion by unchanging current attitude by a motive. According to the results, first, in selecting a medical institution a consumer in high involvement shows a systematic and strategic information processing, and a consumer in low involvement shows automatic information processing. Second, the higher a consumer's level of hope in disease treatment, the more increasing the degree of motivation which is inclined to find a positive information in searching information related to a medical institution. Third, as a consumer's level of hope is high, he/she gives a consequence to positive information in searching a medical institution and strengthens his/her inclination to interpret the information toward positive direction. Lastly, in general, when the involvement is high, consumers search information systematically and extensively. Therefore the term of information search is lengthened compared with a low-involvement situation. In addition, when a consumer's level of hope is high, the term of information search is shortened compared with a low level.