지각된 위험과 한류문화 관여도가 한국 의료관광서비스 구매의도에 미치는 영향 - 중국 잠재소비자를 중심으로 The Effect of the Perceived Risks and Hallyu Involvement on Purchase Intention of Korean Medical Tour Focusing on the Chinese Potential Consumer
The purpose of this study is to investigate how the perceived risks of Chinese medical tourists and their involvement in Hallyu culture would effect their purchase intention of Korean medical tour. To achieve this, we conducted a self-administered questionnaire survey with Chinese people in Beijin. According to the analysis on the effects of the perceived risks on the purchase intention, economic risk positively influenced the purchase intention, and functional risk negatively affected the purchase intention. In the study hypothesis related to the effect of the perceived risks on the involvement, economic risk, functional risk, and temporal risk negatively influenced the involvement. According to the analysis on the direct and indirect effects as to whether the involvement serves as the mediating role in the relationship between their perceived risks and purchase intention, economic risk and functional risk gave partial medicating effect to the involvement in Hallyu culture, and temporal risk showed full mediating effect. The involvement positively influenced the purchase intention.
The purpose of this study is to investigate how the perceived risks of Chinese medical tourists and their involvement in Hallyu culture would effect their purchase intention of Korean medical tour. To achieve this, we conducted a self-administered questionnaire survey with Chinese people in Beijin. According to the analysis on the effects of the perceived risks on the purchase intention, economic risk positively influenced the purchase intention, and functional risk negatively affected the purchase intention. In the study hypothesis related to the effect of the perceived risks on the involvement, economic risk, functional risk, and temporal risk negatively influenced the involvement. According to the analysis on the direct and indirect effects as to whether the involvement serves as the mediating role in the relationship between their perceived risks and purchase intention, economic risk and functional risk gave partial medicating effect to the involvement in Hallyu culture, and temporal risk showed full mediating effect. The involvement positively influenced the purchase intention.
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