Public opinion and demands on joint purchasing for health services

Cho, Yunhee; Na, Jiseon; Jeon, Miyoung; Chang, Hyejung

Abstract

As the rapid growth of internet users, the implementation of e-commerce and e-community are becoming popular also in health fields. Especially, the marketing strategy through joint purchasing for health services such as lasik, plastic surgery, etc. has increasingly been an important issue in clinics and health portals. Therefore, this study purposes to investigate the current status of joint purchasing for health services and estimate the demand on them. Since the university students use an internet most frequently and tend to purchase the goods and services actively through it, the intention for health services were targeted to university students. Only 29% of respondents acknowledged the joint purchasing system for health services. And the purchasing intention was higher in the university students who experienced the joint purchasing for general goods than those who did not experience. Non-surgery items such as stress clinic, dental scaling showed higher intention. Meanwhile when respondents purchase the health services through an internet, they consider the reliability of quality for health services at most. Considering this, if the legal regulations and ethical standards for reliable health services are systematically prepared, positive attitudes and behavioral intention on joint purchasing for health services will be increased and the market of joint purchasing will be enlarged.