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研究生:胡志遠
研究生(外文):Oranmeate, Thanapat
論文名稱:影響醫療旅遊之再購意願: 內外控傾向與 品牌印象之干擾效果
論文名稱(外文):The Influential Factors on Repurchase Intention of Medical Travel: The Moderating Roles of Locus of Control and Brand Image
指導教授:吳萬益吳萬益引用關係
指導教授(外文):Wu, Wann-Yih
口試委員:陳玟妤陳家瑜
口試委員(外文):Chen, Wen-YuChen, Chia-Yu
口試日期:2014-06-26
學位類別:碩士
校院名稱:中國文化大學
系所名稱:國際企業管理學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2014
畢業學年度:102
語文別:英文
論文頁數:85
外文關鍵詞:Medical tourismWord-of-MouthBrand imageTravel satisfactionRepurchase intention
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Medical tourism, the act of travelling abroad for care and treatment, has tremendous growth in the last two decades. Medical tourism has derived from a broader idea of health tourism. Medical tourism is not new in this industry. Many medical tourists from industrialized countries travelling for medical treatment purpose to developing countries, especially in Asia such as India, Singapore, Malaysia and Thailand to get a treatment. Globally, in tourism areas health or medical tourism has become one of the quickest growing in these sectors with various nations strategically planning for their economic development. The global medical travel industry generates revenues around US$60 billion yearly and is increasing 20% year by year. For instance, 2.4 million foreigners were treated in local hospitals in 2012 generating estimated revenues of 14 billion baht. Furthermore, around 410,000 overseas tourists traveled to Singapore specifically for medical purpose in 2006. Singapore government also aims to attract around 1 million medical tourists annually from 2012. The main purpose of this study is to investigate the influential factors on repurchase intention of medical tourism. It aims to identify the medical tourism development in Taiwan and Thailand, and to develop, utilize and applicable marketing strategy to attract more international tourists and stimulate medical tourism revenue. There are six influential variables that would affect medical tourist’s repurchase intention in this study. Firstly, word-of-mouth could enhance medical tourist’s utilitarian and hedonic value evaluations. Secondly, word-of-mouth, utilitarian value of medical travel and hedonic value of medical travel all influence medical tourist’s travel satisfaction toward medical tourism which leads to increase repurchase intention. Thirdly, locus of control and brand image will moderate the influences of utilitarian value, hedonic value and travel satisfaction on repurchase intention. Questionnaire surveys were
iv
conducted in this study. International tourists that have engaged the low invasive medical treatments in Taiwan and Thailand were asked to have their comments on the research variables. Data were analyzed using SPSS version 18.0 will be employed to find the result. Since there are several research gaps to be identified, it is expected that the study results can provide a very valuable reference for both academicians and professionals to design an effective strategy for medical tourism both in Taiwan and Thailand.
CONTENTS
ABSTRACT……………………………………………..…………………………….....iii
ACKNOWLEDGEMENT…………………………...…...……………………………….v
CONTENTS……………………………………………...…………………………….vi
LIST OF TABLES ………………………..……………………………………………..vi
LIST OF FIGURES………………………...…………………………………………...xii
CHAPTER ONE: INTRODUCTION…......………………………………………...….…1
1.1 Research background and motivation……....…………………………………1
1.2 Research objective ……………………….....…………………………………4
1.3 Research project……………………………...………………………………..4
1.4 The structure of this research………………..…………………………….…..5
CHAPTER TWO: LITERATURE REVIEW…………..……………………………...….7
2.1 Medical tourism……………………………………………………….……7
2.2 The era of medical tourism in Asia………………………………..………10
2.2.1 India…………………………...........………….…..………..……...…10
2.2.2 Malaysia……………………...……..…..………..………..……...…..11
2.2.3 Singapore………………………….....………….………..……...……12
2.2.4 Thailand……………….........…………………………..……...……13
2.2.5 Taiwan………………...…….….……………...………..……...……..13
2.3 Definition of theory and research construct……….………..…………..….14
2.3.1. Independent variables…………….…………..….…………………..14
2.3.1.1 Word-of-mouth……………..…….…….…….……...……14
2.3.1.2 Utilitarian value of medical tourism and hedonic value of medical travel……………………...……………..…………15
2.3.1.3 Travel satisfaction…………………………………………..17
2.3.2 Dependent variables…………………...…………..…………………18
2.3.2.1 Repurchase intention……….……….………………………..18
2.3.3 The moderating variables………………….…………………………18
2.3.3.1 Locus of control……………………....………...……………18
2.3.3.2 Brand image………………………….………………………19
2.4 Hypotheses development………………………….……..…………………20
2.4.1 The effect among WOM, utilitarian and hedonic value of medical travel, travel satisfaction and repurchase intention…….……….……20
2.4.2 The effect of utilitarian and hedonic value of medical travel on travel satisfaction and repurchase intention.…………....…………….…….…21
2.4.3 The effect of travel satisfaction on repurchases intention……..…..…22
2.4.4 The moderating role of locus of control………………………………22
2.4.5 The moderating role of brand image ……………..…….………….…23
CHAPTER THREE: RESEARCH DESIGN AND METHODOLOGY……….………25
3.1 The conceptual model……….…………………………………………..…25
3.2 Hypotheses to be tested………….………….………………………………26
3.3 Research design………………….…………………………………..……..27
3.3.1 Construct measurement…….…………………………………………27
3.3.1.1 Word-of-mouth….………………………………...…………27
3.3.1.2 Utilitarian value of medical travel……………………….…28
3.3.1.3 Hedonic value of medical travel …………………...........…28
3.3.1.4 Travel satisfaction…………………………...………………29
3.3.1.5 Repurchase intention……...…………………………………29
3.3.1.6 Locus of control……………………………………………..29
3.3.1.7 Brand image………………………………………………….30
3.3.2 Quantitative data analysis…………………...……………………….31
3.3.2.1 Descriptive statistic analysis………………..………………31
3.3.2.2 Purification and reliability of the measurement variables.....31
3.3.2.3 T-test...………………………………………..…………..…32
3.3.2.4 Multiple regressions analysis and hierarchical regression analysis……………………………………………………..32
CHAPTER FOUR: RESEARCH ANALYSIS AND RESULTS……………....………33
4.1 Descriptive analysis……………………………………………..…………33
4.1.1 Data collection ………………………………..…...………..…........33
4.1.2 Characteristics of respondents...…………….………………………33
4.1.3 Measurement results of relevant variables……...............................36
4.2 Factor analysis and reliability tests ………………………………………39
4.2.1 Word-of-mouth……………………………………...…………..…...39
4.2.2 Utilitarian value on medical travel………………………………….39
4.2.3 Hedonic value on medical travel…………………….……...……….40
4.2.4 Travel satisfaction…………………………………….……..……….41
4.2.5 Repurchase intention..……………………...………………..……….41
4.2.6 Brand image………..………………………………………..……….42
4.2.7 Internal locus of control……………………………………..……….43
4.3 T-test between international tourists in Taiwan and Thailand …………...43
4.4 Hypotheses testing for international tourists in Taiwan…………………….44
4.4.1 The effect among WOM, utilitarian value and hedonic value of medical travel, travel satisfaction and repurchase intention of international tourists in Taiwan.............................................…....44
4.4.2 The effects of utilitarian and hedonic value of medical travel on travel satisfaction, and repurchase intention of international tourists in Taiwan.…………………………………………………………….46
4.4.3 The effect of travel satisfaction on repurchases intention……….…..46
4.4.4 The moderating effects of locus of control of international tourists in Taiwan…………………………………………………………....…47
4.4.5 The moderating effects of brand image of international tourists in Taiwan…………………………………………………………...….50
4.5 Hypotheses testing for international tourists in Thailand…………………52
4.5.1 The effect among WOM, utilitarian value and hedonic value of medical travel, travel satisfaction and repurchase intention of international tourists in Thailand..........................................……......52
4.5.2 The effects of utilitarian and hedonic value of medical travel on travel satisfaction, and repurchase intention of international tourists in Thailand.……………………………………………..…….………..53
4.5.3 The effect of travel satisfaction on repurchases intention………...…54
4.5.4 The moderating effects of locus of control of international tourists in Thailand ………………………………………….……………...….54
4.5.5 The moderating effects of brand image of international tourists in Thailand …………………………………………………………….57
CHAPTER FIVE: CONCLUSIONS AND DISCUSSIONS…………….…....………59
5.1 Research conclusions………..…………...……………...…………………59
5.1.1 Results of empirical test for international tourists in Taiwan…….….60
5.1.2 Results of empirical test for international tourists in Thailand…..…..62
5.2 Suggestions and implications……….………………………………………64
5.2.1 Theory implications …………...…………………………………….64
5.2.2 Practical implications …………..………………...………………….64
5.3 Research limitations and future research directions….……………………..65
REFERENCES…………………………………………………………………………66
APPENDICES………………………………………………………………………84

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