基于计划行为理论的我国大陆居民医疗旅游意向研究

Medical Tourism Intention of Chinese Mainland Residents Based on the Theory of Planned Behavior

医疗旅游是以医疗护理、疾病与健康、康复与休养为主题的旅游服务。本研究基于计划行为理论,探讨个体对医疗旅游的行为态度、主观规范、知觉行为控制如何影响其医疗旅游行为意向,以及医疗旅游宣传力度的调节作用。多层线性回归分析结果表明,个体对医疗旅游的态度越积极、感知到的外部环境越支持、对完成医疗旅游行为的控制感越强,则个体参加医疗旅游的行为意向就越高。同时,个体感知到的医疗旅游宣传力度对行为态度、主观规范、知觉行为控制与医疗旅游行为意向之间的关系有负向调节作用。未来可以通过加强医疗旅游的正面宣传引导和品牌管理、提供全方位的医疗旅游服务等措施提高我国医疗旅游消费者的购买意愿。

Medical tourism refers to the tourism activity for the purpose of medical care, healthcare, rehabilitation and recovery. The theory of planned behavior is one of the most widely used psychological models that examine the factors influencing behavior. Based on this theory, behavioral intention is predicted from three antecedents: attitudes about behavior;perceptions of important others’ approval of performing the behavior (subjective norms);and perceived control over performing the behavior. This paper used the theory of planned behavior to investigate the medical tourism beliefs of Chinese residents. Furthermore, contextual factors have significant effects on the behavioral intentions, and marketing level has been approved to be one of the important contextual factors. Thus, this present study examined how attitude, subjective norm and perceived control influenced medical tourism intention based on the theory of planned behavior, and the moderating effect of medical tourism marketing. Multiple linear regression analyses showed that when the attitude toward medical tourism was more positive, the external circumstance was more supportive, and the perceived control was stronger, individuals showed higher intention for medical tourism. In addition, perceived marketing level of medical tourism could weaken the relations among attitude, subjective norm, perceived control and behavioral intention. In the future, this paper proposes suggestions to increase the purchase of medical tourism products, including highlighting the promotion and marketing of medical tourism, and increasing the international service qualities to attract more Chinese medical tourists.