한국형 검진센터의 해외 진출을 위한 국가 간 심리적 거리와 의료서비스 인식이 해외의료기관 선택에 미치는 영향：베트남을 중심으로

This study aims to provide implications for the overseas expansion of Korean healthcare institutions' health screening centers in response to the increasing global demand for health checkups due to heightened health awareness. The study examines the influence of psychological distance between countries and the perception of medical services on the selection of foreign medical institutions, focusing on Vietnamese residents. Psychological distance between countries was measured based on similarities in political, economic, social, cultural, and linguistic factors between Vietnam and the compared countries. Perception of medical service attributes was assessed in terms of the degree to which the expertise of medical staff, medical equipment, hospital facilities, and medical costs were perceived as superior compared to domestic services. The impact of psychological distance and medical service perception was analyzed using conditional logistic regression across four types of medical services: cancer treatment, cardiovascular treatment, health checkups, and cosmetic surgery. Respondents were asked to select their most preferred medical institution among five countries—United Kingdom, United States, Singapore, South Korea, and Japan. The empirical analysis revealed that closer psychological distance and higher perceived excellence in medical service quality were associated with greater preference for foreign medical institutions. However, the psychological distance and medical service factors influencing preferences varied by type of medical service.