Clinical trust, perceived value and behavioral intention of medical tourists: moderating effect of optimism and pessimism
This study investigates the relationships among trust, perceived value and behaviour intention of medical tourist with the moderating effect of optimist-pessimist variables. Data were collected from tourists who got medical treatment or surgery in hospitals. Findings reveal that perceived value plays a partial mediating role between clinical trust and behavioural intent. Besides, the effect of perception of trust of optimist persons on behavioural intent was significant and positive whereas such relationship is insignificant for pessimists. The effects of clinical trust and perceived values on behavioural intentions were found to be higher for pessimist medical tourists than that of optimists.
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Copyright (c) 2021 Gülseren Yurcu, Yıldırım Yılmaz, Dilek Hale Aybar
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