의료클러스터 인식과 의료기관 방문의도에 관한 연구: 부산지역을 중심으로

This study analyzed the awareness of medical clusters and intention to visit medical institutions through self-administered and online surveys for 200 research subjects residing mainly in the Busan area. Based on the research results, the following implications can be derived. First, when various companies, schools, research institutes, hospitals, etc. are involved in the process of building a medical cluster, the satisfaction with the commercial districts created by each institution in a convergent manner directly and indirectly has a positive effect on the intention to visit medical institutions. Therefore, it is essential that medical institutions be the center of the medical cluster. Second, we found that medical institutions located within a medical cluster have more diverse attraction effects than medical institutions outside the medical cluster, and thus have potential patient attraction competitiveness. In addition, the satisfaction of the commercial district of a medical cluster appears to have a positive effect on the intention to visit medical institutions in the medical cluster through a mediating effect, so in the future, strategies to increase the intention to visit medical institutions within a medical cluster must be reflected in the overall medical cluster activation strategy. The mediating effect of satisfaction with the commercial district of the medical cluster was analyzed using the Process Macro method to determine the mediating effect of satisfaction with the commercial district on the intention to visit medical institutions in the medical cluster. The results of the analysis showed that the service attributes of the commercial district had a positive effect on the intention to visit medical institutions in the commercial district, both directly and indirectly.