병원 모바일 웹사이트 활용전략을 통한 국제의료관광객의 행동 제시에 관한 연구: 정교화가능성모델과 혁신확산이론을 적용한 통합 모델 제시

This study intended to identify the utilization strategy based on the behaviors of medical tourists through the hospital's mobile website, used for the information provision, promotion, and attraction strategy for medical tourists in the field of medical tourism that continues to grow every year. Thus, this study classi- fied mobile website quality attributes into central and peripheral pahs by applying the Elaboration Likelihood Model(ELM) and examined the effects of each attribute on usability, reliability, and positive emotions. Furthermore, it researched the impact on information acceptance and diffusion and suggested theoretical and practical measures on the behavioral strategies of international medical tourists. To achieve the purpose of the research, the survey was conducted through an online survey agency for Chinese medical tourists who had experience in exploring hospital information through mobile websites, and a total of 380 copies were used for empirical analysis. The SPSS 21.0 statistical program was used to derive the analysis results; the reliability analysis was conducted for frequency analysis and identifying reliability; and the regression analy- sis (simple, multiple) was carried out to verify the impact relation. Through the analysis results of this re- search model, which applied the Elaboration Likelihood Model and Diffusion of Innovation Theory, this study can be used in the utilization strategy of hospital’s mobile website by analogizing the behaviors of not only Chinese medical tourists but also medical tourists of various nationalities.