Effect of hospital mobile website quality and service scape perceived by medical tourists on hospital image and revisit intention - focusing on Chinese medical tourists

Abstract

This study intends to analyze the effect of hospital mobile website quality, service scape on hospital image and revisit intention using Chinese medical tourists. This research conducted a survey to Chinese medical tourists from January 17 to 22, 2019. By distributing 150 copies of the questionnaire to them in cosmetic surgery and dermatology clinics in Seoul, and collected 147 of them. Excluding 20 copies that had missing values, this research used 127 copies for final analysis. Collected data were analyzed using statistical programs like SPSS 21.0, and AMOS 22.0. The conclusion about the findings and suggestions are as follows. First, among the kinds of hospital website quality, information quality (H1-1) and system design quality (H1-3) have significant positive effects on hospital image. That is, the more tourists positively perceive information on the hospital, on the medical team of the hospital, on surgery process, and on the effects of surgery, the higher their image of the hospital gets. And the more they perceive the type style, colors, layout, and buttons of the website as convenient and useful, the higher their image of the hospital gets. Meanwhile, among the kinds of mobile website quality, reservation and tourism service were found not to affect hospital image. Second, H2 was partially adopted. Among ambient factor, design factor, and social factor of hospital service scape, design factor and social factor were found to significantly affect hospital image. Third, it was found that hospital image has positive effect on revisit intention, and willingness to encourage the hospital to others among medical tourists.