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KMID : 0926620120170040032
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Korean Journal of Hospital Management
2012 Volume.17 No. 4 p.32 ~ p.57
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Study on the Effects of Hospital Website Quality on Customers` Purchase Intention of Medical Service: Focusing on the Formation of Trusts in Hospitals and Doctors
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Lee Dong-Hyuk
Kim Sung-Ho
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Abstract
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This paper explored that medial consumers’ trusts in both hospitals and doctors are developed by and during investigating hospital websites and that these trusts directly build the consumers’ purchase intentions of the hospitals’ offline medical services. 208 questionnaires based on the websites of two virtual hospitals, captured on survey brochures, were collected and analyzed. This research indicated information quality of hospital websites affected more on developing consumers’ trusts than service quality.
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KEYWORD
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hospital website quality, online medical information, medical service consumers, trust, purchase intention
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