모바일메시지 속성별 이용자 반응이 치과의료 이용의사에 미치는 영향

Objectives: It helps dental clinic to work 1:1 consulting and select the properties of the Kakao Talk message. The study was designed to determine the influence of users cognitive and emotional responses by message attribute that affect intention of use of dental clinic. Methods: This study targeted 297 peple Kakao Talk users aged 20-50 s, in Seoul, Gyeonggi-do and Incheon from , February 6 to April 7, 2017. We analyzed the data with frequency analysis, t-test, one-way ANOVA, and multiple regression analysis by using SPSS ver 24.0(SPSS Inc, Chicago, USA). The significance level for significance was set at 0.05. Results: Among the user's responses about the event type Kakao talk message, the ease(β =0.121, p<0.01), usefulness(β=0.148, p<0.001), affinity(β=0.471, p<0.001), satisfaction(β =0.249, p<0.001). affected intention of use of dental clinic. Among the user's responses about the dental information type, the ease(β=0.150, p<0.05), expertise(β=0.151, p<0.05), satisfaction(β=0.237, p<0.001) affected intention of use of dental clinic(p<0.05). Among the user's responses about the general public relations type, the expertise(β=0.254), affinity(β =0.193), satisfaction(β=0.474) affected intention of use of dental clinic(p<0.001). Conclusion: It is necessary to elicit a positive intention of use of dental clinic through a highly emotional response from the users to improve the image of the dental clinic and to attract patients.