의료 소비자의 동기가 병원 선택 요인과 행동에 미치는 영향 분석

김시영(Kim, Siyoung),최광수(Choi, Gwangsoo),이경은(Lee, Kyungeun) 한국상품학회 2019 商品學硏究 Vol.37 No.3

본 연구에서는 의료서비스를 이용하는 소비자의 의료기관 선택 기준이 마음속 동기에 의하여 중요도 비중에 따라 바뀔 수 있음을 분석하였다. 즉, 소비자들의 환부의 질환별로 소비자가 지각하는 동기적 관점에 따라 같은 증상이라 할지라도 최종적으로 선택하는 의료기관은 달라질 수 있으며 결국 소비자들의 동기가 서비스 이용 결정요인의 핵심 역할을 하는 것을 밝히고자 하였다. 이를 위해 소비자의 의료기관 선택요인을 중심 속성요인과 주변 속성요인으로 구분하고 소비자들의 동기요인에 따라 상충관계가 발생하는지 살펴봤다. 또한 소비자의 동기요인에 영향을 미치는 지각된 위험 중 신체적 위험을 추가해 분석했다. 분석 결과 첫째, 질환에 따라 의료 소비자의 의료기관 선택 속성 요인(중심속성 요인, 주변속성 요인)이 의료소비자 행동에 미치는 영향은 차이가 있었다. 둘째, 의료기관 선택의 중심요 인의 경우에 중증질환의 소비자가 경증질환의 소비자에 비해 중요성을 더 높게 평가하였다. 셋째, 의료기관 선택의 주변요인의 경우에 경증질환의 소비자가 중증질 환의 소비자에 비해 중요성을 더 높게 평가할 것이다. 넷째, 중증질환의 경우 지각된 신체적 위험이 높은 의료 소비자는 지각된 신체적 위험이 낮은 의료 소비자에 비해 의료기관 선택 속성의 중심속성 요인의 중요성을 더 높게 평가하였다. 다섯째, 경증질환의 경우 지각된 신체적 위험이 높은 의료 소비자는 지각된 신체적 위험이 낮은 의료 소비자에 비해 의료기관 선택 속성의 중심속성 요인의 중요성을 더 높게 평가하였다. This study focuses on the fact that the choice behavior of medical institutions will be determined by the motivation factors of consumers through importantness. In other words, even though medical consumers have the same disease, they have found that the final choice of medical institution can be difference by the aspect of motivation which consumer recognize according to the degree of the disease felt by the consumers. Finally, we tried to find out that the motivation of consumers is a key determinant of service utilization. In order to clarify this phenomenon, we divide consumers selection factors into central factors and peripheral factors, and examine whether trade-off occurs according to the motivations of consumers. In addition, to investigate these special phenomena in more detail, we investigated the physical risk of perceived risk that affects the motivation of consumers. As the results, first, consumers choice of medical institution(central factors, peripheral factors) was different from the effects according to the diseases. Second, in the case of the central factor of the choice of the medical institution, the consumers of the severe diseases were higher than the consumers of the mild diseases. Second, in the case of the center factor, the selection factor of serious diseases was higher than the peripheral factors in the selection attributes of the medical institutions. In addition, in the case of peripheral factors of medical institution selection, consumers of mild diseases will higher than consumers of severe diseases. Fourth, in the case of severe diseases, the medical consumer who had high perceived physical risk were higher assessed the importance of the central attribute factor of the medical institution selection attribute than the medical consumer who had low perceived physical risk. Finally, in the case of mild disease, the medical consumer who had high perceived physical risk were higher assessed the importance of the central attribute factor of the medical institution selection attribute than the medical consumer who had low perceived physical risk.

한국과 중국 소비자의 의료 서비스 평가와 이에 미치는 영향요인 비교에 관한 실증연구

이희정 ( Hee-jung Lee ),하연희 ( Youn-hee Ha ) 한국유통경영학회(구 한국유통정보학회) 2016 유통정보학회지 Vol.19 No.2

Purpose: The goal of the present research is to identify common and different factors that lead to greater consumer satisfaction and revisit intention on medical service (e.g., seeing a doctor for illness or having any related medical tests) in China and Korea. Although much research explored Chinese consumers’ reaction to medical services in Korea, very little attention was given to their reaction to medical service in China. Based on the survey among medical consumers in these two countries, we identified dimensions of service quality for medical service and compared the effect of these dimensions on Chinese and Korean consumers’ satisfaction and revisit intention. Hence, the findings of this research provide useful insights for Korean medical service providers who consider entering Chinese medical market. Research design, data, and methodology: This research used a survey questionnaire to compare differences between Chinese and Korean participants in terms of relevant factors to evaluate medical service. Factor analysis, t-test, Chi-square analysis, and multiple regression analyses were used to analyze the differences between Chinese and Korean participants’ evaluation of medical service. Results: The results revealed that different factors have influence on evaluation of the two groups of medical consumers. In particular, we found that Korean consumers were less likely to care about the size of hospitals than Chinese consumers. Furthermore, the perceived price appropriateness had positive impact on Koreans’ satisfaction and revisit intention. In addition, they were satisfied with the price of medical service of small than large size hospitals. Unlike Korean consumers, however, Chinese consumers showed greater satisfaction with large than small size of hospitals. Furthermore, favorable evaluation on service process was not effective factor to increase their revisit intention. Instead, Chinese consumers took indirect factors into account, such as size and reputation of hospitals. Accordingly, these factors had significant influence on their satisfaction and revisit intention. Conclusions: The present research provides useful insights for those who consider entering Chinese medical industry and extend its presence in distribution in medical industry. One of the major implications drawn from the finding is that a large size hospital with excellent reputation would be more likely to appeal to Chinese consumers who value for upscale medical service at premium price.

의료소비자의 소비가치와 온라인 정보탐색 특성에 관한 연구

안창희 ( Chang Hee Ahn ),하지현 ( Ji Hyun Ha ),이서영 ( Seo Young Lee ) 한국병원경영학회 2013 병원경영학회지 Vol.18 No.2

The purpose of this study is to examine the information search behavior of medical consumers visiting a hospital, and investigate the consumption values of medical consumers, classified according to the information search behavior, and characteristics of online health and disease information. This study also tried to identify the factors affecting medical consumers classified according to information search behavior, and gain an extensive understanding of medical consumers`consumption values and online information use. The analysis results of this study are as follows: First, the consumption values of medical consumers were classified into a total of 7 factors, i.e. future-positive value, family-oriented value, sustainablehealth value, rational-progressive value, social-cooperative value, socialachiever value and hedonistic-individual value. Next, the characteristics of medical consumers`online information search behavior were classified into three types of consumer groups, i.e. the limited information-oriented consumer group, the practical information-oriented consumer group and the passionate information-oriented consumer group. Second, the analysis of the differences among the three groups classified according to the characteristics of the information search behavior in terms of consumption values, use of online information sources, utility and the intention to reuse online information showed that all the differences were statistically significant. The passionate information-oriented consumer group showed the highest scores in the sustainable-health value, the social-achiever value and the hedonisticindividual value. Third, the factors affecting medical consumers, classified into three groups according to the characteristics of the information search behavior, were found to be socio-demographic variables like consumers` age and occupation, consumers`consumption values, use of online information sources, and utility of online information. This study tried to understand what values medical consumers have according to the differences in the information search behavior by examining the consumption values of medical consumers according to the information search behavior. The significance of this study lies in the fact that consumption values are instrumental in understanding medical consumers by identifying the fundamental motives and desires of consumers` behavior.

한의의료서비스의 소비자행복에 관한 연구

김보민,라선아 한국소비문화학회 2020 소비문화연구 Vol.23 No.2

As the development of medical technology has prolonged the life expectancy, medical consumers in modern society have become more concerned with not only living longer but also living a happy and healthy life. Traditional Korean Medicine (TKM) services can provide personalized medical care and preventive management, providing quality of life and positive emotional experiences in addition to the original functions of medical services such as health recovery and life extension. As the demand for traditional medical services including TKM is increasing around the world, it is timely to explore the meanings and contexts of TKM services to domestic medical consumers. This study investigated the happiness experiences that TKM services would provide to medical consumers and the effect of these experiences on the lives of consumers. First, the literature on consumer happiness, happiness marketing, and medical services marketing was reviewed to prepare the theoretical background of the study. Then, the authors conducted one-to-one in-depth interviews with medical consumers who had used TKM services currently. From the qualitative analyses, both of intrinsic and extrinsic domains of consumer happiness of TKM were found. Also, four sources and six types of consumer happiness were discovered. As a result, the conceptual framework of consumer happiness in TKM services was drawn. The nature of happiness of TKM consumers was similar to plateau experiences which were long-lasting emotions such as comfort or tranquility rather than extreme emotions such as excitement or joy. These emotional experiences were not limited to a certain age group of consumers, but appeared across diverse medical consumers with different demographics. This is a multidisciplinary study that encompasses two distinct disciplines of TKM services and consumer happiness marketing. Thus, the research fills the void of the healthcare marketing literature by providing theoretical implications in many ways. Particularly, the findings of the study shed lights on the TKM marketing practice. Limitations and future research directions are also presented. 의료 기술의 발전으로 평균 수명이 연장되면서 현대 사회의 의료소비자들은 단순히 오래 사는 것뿐만 아니라 행복하고 건강한 삶을 영위하는 것에 더 큰 관심을 가지게 되었다. 한의의료서비스는 개인 맞춤 의료와 예방적 관리가 가능하여 건강 회복, 생명 연장이라는 의료서비스의 본래적 기능에 더하여 삶의 질 향상과 긍정적 정서 경험을 제공한다. 최근 전 세계적으로 한의학을 포함하는 전통의학 의료서비스의 수요가 증가하는 시점에서, 한의의료서비스가 국내의 의료소비자들에게 어떠한 의미와 맥락을 갖는지에 대해 탐구하는 것은 시의적절하다고 볼 수 있다. 본 연구는 한의의료서비스가 의료소비자에게 제공하는 행복 경험과 이 같은 경험이 소비자의 삶에 미친 영향에 대해 심도 있게 분석하여 한의의료서비스의 소비자행복에 관한 개념적 틀을 도출하기 위해 수행되었다. 우선, 소비자행복, 행복 마케팅 및 의료서비스 마케팅에 대한 문헌을 고찰하여 연구의 이론적 배경을 마련하였다. 이후, 한의의료서비스 이용 경험이 있는 의료소비자를 대상으로 일대일 심층 면접을 진행하여 연구 자료를 수집하고 분석하였다. 연구 결과, 소비자행복이 본질적 의료 행위인 진단․치료․처방․간호와 관련되었는지, 아니면 의료서비스의 비본질적 측면과 의료 외적 기타 요인에 의해 발생하였는지에 따른 두 가지의 상위 차원 아래 총 4가지 소비자행복 원천과 6가지 소비자행복 유형을 도출하였다. 한의의료서비스 소비자행복은 즐거움, 흥분, 쾌락 등 극치의 감정보다는 안정감, 편안함, 평온함 등 오랫동안 지속되는 고원감정의 특성을 띠었으며, 이러한 감정 경험은 특정 연령대에 국한되지 않고 다양한 의료소비자에게서 보편적으로 나타났다. 본 연구는 의료 수요자의 관점에서 소비자행복 경험을 심층적으로 분석하였다는 점에서 기존 연구와 차별화되며, 국내 의료 마케팅 분야에서 거의 연구가 이루어지지 않았던 소비자행복을 연구 주제로 삼았다는 점에서 가치가 있다. 본 연구는 한의학과 경영학을 아우르는 다학제적 연구로서 한의의료서비스의 행복 마케팅을 제안하고, 이를 실무적으로 적용할 때 고려해야 할 시사점을 제공한다.

의료정보 이용의 잠재적 유형에 따른 의료서비스 특성분석

안창희 ( Chang Hee Ahn ) 한국병원경영학회 2012 병원경영학회지 Vol.17 No.3

The primary purpose of this study is to examine consumers`probing actions to see what information sources consumers search for medical information when there are diverse medical service information channels, and classify consumers by information source. Its secondary purpose is to understand trust of information and attitude toward information by consumer type, value of medical service, satisfaction with medical service, and word-of-mouth intention. This study will concretely identify information utilization patterns of medical consumers, and explain the unique characteristics and behavior of segmented types of medical consumers. The significance of this study lies in the search for ways to establish information channels trusted by consumers for building an efficient medical service market in the future. The results of this study show that consumers were classified by the latent class analysis(LCA) into 5 types: low-level information seekers, word-of-mouth information seekers, mass media information seekers, digital information seekers and diverse information seekers. The reliability of information sources by type of medical consumer was statistically significant, and in the analysis of differences in consumer attitude, there was a statistically significant difference in cognitive responses. The value of medical service was statistically significant in health recovery and medical service word-of-mouth intention.

외래환자의 의료서비스에 대한 소비자만족척도의 개발

김미라 ( Mi Ra Kim ),이기춘 ( Kee Choon Rhee ) 한국소비자학회 2003 소비자학연구 Vol.14 No.2

As consumer satisfaction with medical services is an evaluation for consumer experience with medical service, ultimately increasing consumer satisfaction with medical services may be a contribution to consumer welfare. So it has a great significance not only for provider of medical services who seeks following purchasing or loyalty through increasing consumer satisfaction, but also for patients or consumers. For this study the scale was developed to measure outpatients` Consumer satisfaction and verified through empirical survey. The major findings were as follows: 1. The satisfaction in the location of hospital was the highest and the satisfaction in the time of waiting was the lowest. 2. The reliability of the scale was satisfactory, and it had a high correlation with its items. 3. The factors were `doctors`, `nurses`, `medical systems`, medical environments` and `parking`, and the variation of the `doctors` factor was the biggest among them. 4. The validity of the scale was accepted in content validity, criterion validity and construct validity.

소비자 공감모듈에 기반을 둔 소비자 접점관리

남승규 한국소비자·광고심리학회 2014 한국심리학회지 소비자·광고 Vol.15 No.1

This study was an experimental study that was performed to examine action plan for establishment of effective consumer encounter strategy based on consumer sympathy modules. In this experiment, 48 patients in university hospital were divided into rational sympathy module group and emotional sympathy module group based on the information processing style and regulatory focus. Psychological matching patient encounter method that is fitted for the characteristics of the each sympathy module groups and a control group was taken place, and it was examined how much favorableness and happiness toward medical service were changed afterward. To ensure reliability and validity of scales used, data was analyzed with internal consistency and factor analysis, and analysis of variance (ANOVA) and Scheffe test were conducted for hypotheses testing. According to the results, Hypothesis Ⅰ(patients who were corresponded with a proper consumer sympathy module have more favorable medical service awareness than those who were not.) and Hypothesis Ⅱ(patients who were corresponded with a proper consumer sympathy module are higher patient happiness than those who were not.) were both supported. Patients who received a patient care method suited for sympathy module showed more favorableness in medical satisfaction and medical trust than patients who didn’t, supporting Hypothesis Ⅰ. Furthermore, patients who received a patient care suited for sympathy module showed higher patient happiness scale than the patients who did not, supporting Hypothesis Ⅱ, These findings showed that it is important to sympathize with consumers so as to increase consumer’s satisfaction, trust and happiness to medical service, and it points out that a customer encounter strategy which is psychological matching service suitable to consumer’s sympathy module is necessary. Finally, limitations of this study and directions for further studies are discussed. 이 연구는 소비자접점에서 소비자 공감모듈에 기반을 두고 효과적인 고객응대전략을 구축하기 위한 실행방안을 모색하기 위하여 실험연구를 실시하였다. 48명의 대학병원 환자들을 대상으로 정보처리방식과 조절초점에 기초하여 공감모듈집단을 이성적 공감모듈집단과 감성적 공감모듈집단으로 분류하였다. 분류된 공감모듈집단 이외에 통제집단을 포함하여 공감모듈집단의 특성에 따른 심리맞춤식 환자응대방식을 취한 다음에, 환자의 의료서비스 인식정도와 행복정도가 어떻게 달라지는가를 검토하였다. 통계분석은 먼저 사용된 척도의 신뢰도와 타당도를 알아보기 위하여 내적일관성 계수와 요인분석을 실시하였고, 가설검증은 분산분석(ANOVA)과 Scheffe검증을 활용하여 확인하였다. 연구결과에 의하면, “소비자 공감모듈에 적합한 환자응대방식을 접한 사람들은 소비자공감모듈을 고려하지 않은 응대방식을 접한 사람들보다 의료서비스에 대한 인식정도가 더 호의적일 것이다.”라는 가설 Ⅰ과 “소비자 공감모듈에 적합한 환자응대방식을 접한 사람들은 소비자공감모듈을 고려하지 않은 응대방식을 접한 사람들보다 행복정도가 더 높을 것이다.”라는 가설 Ⅱ가 모두 지지되었다. 가설 Ⅰ을 지지하면서, 환자의 공감모듈에 적합한 환자응대방식을 받은 사람들이 그렇지 않은 사람들보다 의료서비스에 대한 만족도와 신뢰도가 유의하게 더 높은 것으로 나타났다. 또한, 가설 Ⅱ를 지지하면서, 환자의 공감모듈에 적합한 환자응대방식을 받은 사람들이 그렇지 않은 사람들보다 환자행복 정도가 유의하게 더 높은 것으로 나타났다. 이런 연구결과는 소비자의 의료서비스에 대한 만족과 신뢰 및 행복정도를 높이기 위해서는 소비자접점에서 소비자를 공감시키는 것이 중요하고, 소비자의 공감모듈에 적합한 심리맞춤 서비스라는 고객응대전략이 필요하다는 점을 보여주는 것이다. 끝으로, 연구의 제한점과 앞으로 연구방향을 논의하였다.

의료광고에 대한 의료법 제56조의 태도

정문성(Moon-Sung Jung),김광석(Gwang-Seok Kim),박부연(Bu-Yeon Park),송설경(Seol-Kyung Song) 한국엔터테인먼트산업학회 2016 한국엔터테인먼트산업학회논문지 Vol.10 No.5

의료광고와 관련하여 규제개혁위원회는 의료소비자인 환자의 “알권리 보장”이라는 측면에서 금지되는 경우를 제외하고는 모두 허용해야 한다는 입장이다. 의료법에서는 의료소비자인 환자들의 피해를 방지하기 위해 의료광고의 규제에 대해 초점을 맞추고 있다. 하지만 의료광고를 부정적 측면만 강조할 것이 아니라, 긍정적인 측면과 효과를 인정하고 이를 통한 의료서비스가 필요한 환자들에게 새로운 의학기술 정보제공과 자기결정권도 보장받을 수 있도록 의료광고를 부정적 측면만 강조하여 광고 금지를 강조하기 보다는 광고의 효과를 통하여 의료서비스를 필요로 하는 이들에게 정보를 제공하여야 할 것이다. 의료광고에는 반드시 의료법 제56조에서 요구하는 방식으로 기재할 수 있도록 의료 전문가의 의견을 참고하여 의료광고를 할 수 있도록 효율적인 지도방안이 강구되어야 할 것이다. Recent Regulatory Reform Committee in relation to the medical advertising is the position that both should be allowed, except as prohibited by the terms of the guarantee of the right to know the patient"s medical consumers. The medical law focuses on the regulation of medical advertising in order to prevent damage to the consumer of medical patients. But rather to emphasize only the negative aspects of medical advertising, recognize the positive aspects and effects, through to the medical advertising emphasizing only the negative aspects to receive medical services the patients to guarantee the self-determination provides new medical technology, the information required them through the effect of the advertisement rather than highlighting the ad will be prohibited providing them with information required by the medical service. The Medical advertising must to the expert medical opinion to be described in a manner required by Article 56 of the Medical Service it will be taken effective measures to allow the medical advertisement.

의료생활협동조합 관련 생협법 -개정내용과 개선방안

박성용 ( Sungyong Park ) 한국협동조합학회 2010 韓國協同組合硏究 Vol.28 No.2

Consumer co-operative is an autonomous association of persons united voluntarily to meet their economic and social needs through jointly-owned and democratically-controled enterprise. Therefore, a consumer co-operative can undertakes any business needs for people’s daily life as a consumers. In particular, the medical enterprise is necessary to the consumer co-operative. Because, medical service is very important in people’s daily life as a consumer. Current Consumer Co-operative Act is faced with many problems. However, fortunately, The Consumer Co-op Act revised completely passed the National Assembly in Feb. this year, and will come into effect on after six months. This study aims to propose the development method for the medical enterprise in consumer co-operative enterprise, focused on the Contents of Revision of the Consumer Cooperative Act.

의료일원화 논의와 의료소비자의 보호에 관한 고찰 - 양·한방 의료행위의 구별과 판례의 태도를 중심으로 -

안예리,백경희 한국소비자원 2023 消費者問題硏究 Vol.54 No.1

South Korea adopts a dual medical system in which two systems, Western and Oriental medicine, coexist. If an Oriental doctor performs Western medical practice beyond the scope of his or her license, or a Western doctor performs Oriental medical practice, it becomes an unlicensed medical practice. However, the Supreme Court presented “new judgment criteria” through a recent en banc ruling, and in particular, reflecting the fact that as medical technology develops it is difficult to confirm whether the academic principles used in the medical technology are Western medicine or oriental medicine, or that they are based on scientific technology other than medicine, it seems to have taken a different direction from the previous judgment standard, which is based on what the “academic principle” is. Therefore, when interpreting the legal principles following the ruling of the above en banc, the distinction between western and oriental medical practices depending on the scope of the licenses of Western doctors and oriental doctors becomes increasingly unclear, leading to discussions that it is necessary to switch to a unified medical system. The system transformation toward medical unification also affects patients, who are medical consumers. From the medical consumer’s point of view, there is an aspect that through the dual medical system, it is possible to choose either Western or Oriental medical treatment in the direction that corresponds to one’s disease and physical condition. However, when Western and Oriental medical practices are used overlapping, fatal side effects may occur, and time and economic costs are increased. On the other hand, in the unified medical system, it is emphasized that the health of the people, potential medical consumers, can be improved in that the cost of patients is reduced, and the level of medical care is raised and the number of doctors is stably secured through integrated medicine of Western and Oriental medicine. Therefore, in this paper, I would like to present a future direction by examining what kind of practical benefits the discussion of medical unification has from the standpoint of patients, who are medical consumers. 우리나라는 양방 의료와 한방 의료의 두 개의 체제가 공존하는 이원적 의료체계를 채택하고 있다. 만약각자가 지닌 면허의 범위를 넘어 한의사가 양방 의료행위를 수행하거나 반대로 의사가 한방 의료행위를 수행할 경우에는 무면허 의료행위가 된다. 그런데 대법원은 최근 전원합의체 판결을 통하여 ‘새로운 판단기준’을 제시하였고, 특히 의료기술이 발달하면서 그 기술에 사용되는 학문적 원리가 서양의학인지 한의학인지에 관하여 확답하기 어렵거나 의학이 아닌 과학기술에 토대를 둔 경우가 있음을 반영하여, 종전의 판단기준에서 ‘학문적 원리’가 무엇인지를 주요 기준으로 삼는 것과는 방향을 달리한 것으로 보인다. 그렇기 때문에 위 전원합의체 판결에 따른 법리를 해석할 경우 의사와 한의사의 면허 범위에 따르는 양방 의료행위와 한방 의료행위의 구별은 점차 불분명해지게 되어 의료일원화 체제로의 전환이 필요하다는 논의가 파생되고 있다. 의료일원화로의 체제 변환은 의료소비자인 환자에게도 영향을 미친다. 의료소비자의 입장에서는 이원적 의료체계를 통하여 자신의 질환과 신체 상태에 부합하는 방향으로 양방 의료행위나 한방 의료행위를 각각 선택할 수 있다는 측면이 있지만, 양·한방 의료행위를 중첩적으로 이용했을 때 경우에 따라 치명적인 부작용이 발생할 수도 있고, 시간적·경제적 비용이 가중되기도 한다. 반면 의료일원화 체제에서는 환자의 비용을 절감하고 나아가 양·한방의 통합의학을 통해 의료수준을 높이고 의사 수를 안정적 확보로 한다는 점에서 잠재적 의료소비자인 국민의 건강도 증진할 수 있다는 점을 강조하고 있다. 이에 본고에서는 의료일원화의 논의가 의료소비자인 환자의 입장에서 어떠한 실익이 있는지를 점검하여 향후의 방향성을 제시하고자 한다.