Original Article : 초대형종합병원의 쏠림 현상 원인 규명을 위한 연구 -소비가치 이론을 이용한 의원과 초대형종합병원 중심으로-

The purpose of this study id finding the factors related to the process of hospital choice. In this study, the theory of consumption values established by Sheth in 1991 is adopted in order to examine particular value affecting consumer selection of healthcare institutions. For the purpose of this study, healthcare consumers were surveyed using questionnaires developed based on the five values of Sheth supplemented by value of effort to acquire hospital information and value in health. The main results of this study id as following: In the result if factor analysis 19 consumption value factors which affect the hospital preference were extracted. As a result of regression analysis on factors affecting consumer selection of healthcare institution, ``comfortableness`` among emotional value of respondents are determined important predictors for consumer selection of clinics over the largest-sized hospitals. Further, effort to acquire hospital information and priority on using hospital among demographic characteristics and service, reputation scale of healthcare institution among functional values are identified as significant predictors for consumer selection of the largest-sized general hospitals over clinics. This study suggests not only vital implications for marketing strategy of healthcare institutions, but also methods to promote positive image for healthcare providers.