의료서비스상품 선택에 영향을 미치는 요인에 대한 연구 - 맥락효과, 선택연기, 암묵적 자아이론을 중심으로 -

Objectives: The objective of this paper is to find out how consumer choose medical product and What influence consumer's choice according to context effect, choice deferral and implicit self theory. Methods: An empirical study is to analyze the effect of implicit self theory by Crosstab and ANOVA analysis. Data were collected from online survey. Results: The results of this study indicate that participants choose premium medical product for other than for self. Choice deferral decreased when participants choose one of alternatives set including premium medical product. Participants is more likely to choose best medical product with highest price when they choose medical service for other. Incremental theorist is likely to choose more premium medical product than entity theorist because they believe everything can be changed. Conclusion: This study show to provide new perspective on buying behavior of medical service product according to context, choice deferral, and the implicit self theory. Therefore hospital manager needs to communicate that you have to check your parents' health regularly and provide three alternatives including premium medical service product.