Word-of-Mouth Effects on Hospital Choice and Moderator Variables
Date Issued
2011
Date
2011
Author(s)
Su, Yu-Ting
Abstract
Word-of-mouth (WOM) is a person-to-person communication without commercial bias. Sender will not get benefit from communicating WOM; therefore people who make purchase decision will be affected by WOM. Moreover people perceive more uncertain on health care service, and WOM becomes an important source of information to selecting health care providers. This article studies the effects of WOM in hospital choice and the factors that influence WOM effect. The factors as a moderator variables include senders’ and receiver’s expertise, tie strength, perceived risk and multiple choice.
The study examines finding from 155 outpatients of medical center. The dimension of WOM information includes WOM activity and WOM praise, and the independence variable is the effect of WOM on hospital choice. The moderator variables include senders’ and receiver’s expertise, tie strength, perceived risk and multiple choice. The results are drawn below:
1. The more WOM information, the greater effect of WOM on
hospital choice.
2. When the senders’ expertise is high, the moderator effect
of WOM activity / positive WOM on hospital choice is low.
3. When the tie strength is high, the moderator effect of
WOM information on hospital choice is low.
4. When the financial risk is high, the moderator effect of
WOM activity on hospital choice is low.
5. When the amount of hospital can be chosen are many or
only one, the moderator effect of WOM activity on
hospital choice is high.
Subjects
word-of-mouth
word-of-mouth marketing
medical marketing
hospital choice
Type
thesis
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