基于计划行为理论的我国大陆居民医疗旅游意向研究

doi:10.12054/lydk.bisu.101

摘要/Abstract

摘要：

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。

关键词: 医疗旅游; 计划行为理论; 行为意向; 宣传

Abstract:

：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.

Keywords: medical tourism; Theory of Planned Behavior; behavioral intention; marketing

中图分类号:

雷铭. 基于计划行为理论的我国大陆居民医疗旅游意向研究[J]. 旅游导刊, 2019, 3(2): 54-71.

Ming LEI. Medical Tourism Intention of Chinese Mainland Residents Based on the Theory of Planned Behavior[J]. Tourism and Hospitality Prospects, 2019, 3(2): 54-71.

图/表 6

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年份	作者	研究内容	研究结果	计划行为理论的拓展
2010	Reddy,York & Brannon	美国大学生医疗旅游意向	行为态度和主观规范正向影响医疗旅游意向,知觉行为控制对医疗旅游意象影响不显著	无
2012	Lee,Han & Lockyer	日本游客赴韩国进行医疗旅游的意向	行为态度、主观规范、知觉行为控制均正向影响医疗旅游意向	将医疗旅游分为健康旅游和美容旅游两个维度
2015	吴之杰	杭州市社区居民医疗旅游行为意向	社区居民的行为态度、主观规范和知觉行为控制对医疗旅游意向均具有显著的正向影响	在TPB模型中引入自我信念和医疗信念,作为行为态度的前因变量
2016	Chang,Chou & Yeh,et al.	我国大陆居民赴台湾地区使用医疗旅游APP的意向	行为态度、主观规范、知觉行为控制均正向影响居民对医疗旅游APP的使用意向	因变量从医疗旅游意向拓展为医疗旅游APP的使用意向
2017	Seow,Choong & Moorth,et al.	外国游客赴马来西亚参加医疗旅游的意向	行为态度和主观规范显著影响医疗旅游意向,而知觉行为控制对医疗旅游意向影响不显著	在TPB模型中引入感知风险、感知收益、资源可用性3个新变量,作为行为态度和知觉行为控制的前因变量

年份	作者	研究内容	研究结果	计划行为理论的拓展
2010	Reddy,York & Brannon	美国大学生医疗旅游意向	行为态度和主观规范正向影响医疗旅游意向,知觉行为控制对医疗旅游意象影响不显著	无
2012	Lee,Han & Lockyer	日本游客赴韩国进行医疗旅游的意向	行为态度、主观规范、知觉行为控制均正向影响医疗旅游意向	将医疗旅游分为健康旅游和美容旅游两个维度
2015	吴之杰	杭州市社区居民医疗旅游行为意向	社区居民的行为态度、主观规范和知觉行为控制对医疗旅游意向均具有显著的正向影响	在TPB模型中引入自我信念和医疗信念,作为行为态度的前因变量
2016	Chang,Chou & Yeh,et al.	我国大陆居民赴台湾地区使用医疗旅游APP的意向	行为态度、主观规范、知觉行为控制均正向影响居民对医疗旅游APP的使用意向	因变量从医疗旅游意向拓展为医疗旅游APP的使用意向
2017	Seow,Choong & Moorth,et al.	外国游客赴马来西亚参加医疗旅游的意向	行为态度和主观规范显著影响医疗旅游意向,而知觉行为控制对医疗旅游意向影响不显著	在TPB模型中引入感知风险、感知收益、资源可用性3个新变量,作为行为态度和知觉行为控制的前因变量

变量	均值	标准差	1	2	3	4
1 行为意向	4.98	1.36	（0.62）
2 行为态度	4.61	1.44	0.67**	（0.87）
3 主观规范	4.31	1.61	0.59**	0.65**	（0.89）
4 知觉行为控制	3.83	1.51	0.51**	0.48**	0.66**	（0.87）
5 宣传力度	5.03	1.34	0.39**	0.26**	0.29**	0.21**

变量	均值	标准差	1	2	3	4
1 行为意向	4.98	1.36	（0.62）
2 行为态度	4.61	1.44	0.67**	（0.87）
3 主观规范	4.31	1.61	0.59**	0.65**	（0.89）
4 知觉行为控制	3.83	1.51	0.51**	0.48**	0.66**	（0.87）
5 宣传力度	5.03	1.34	0.39**	0.26**	0.29**	0.21**

模型	χ²	df	CFI	TLI	RMSEA
四因素模型（假设模型）	161.09	62	0.93	0.91	0.08
二因素模型（行为态度+主观规范+知觉行为控制;行为意向）	451.25	67	0.74	0.71	0.15
三因素模型（行为意向+行为态度;主观规范+知觉行为控制）	335.54	67	0.82	0.79	0.13
三因素模型（行为意向+主观规范;行为态度+知觉行为控制）	422.33	67	0.76	0.72	0.15
三因素模型（行为意向+知觉行为控制;行为态度+主观规范）	352.98	67	0.81	0.78	0.13
单因素模型（Harman检验）	459.02	68	0.74	0.71	0.15