The Influence of Personality Traits, Health Knowledge, and Product Attributes on Intent to Purchase Taiwan's Healthcare Tourism Products

Abstract

In recent years, Asian countries have become committed to the development of healthcare tourism. In this study I explored the influence of the level of consumers' health knowledge involvement and product attributes on their intent to purchase healthcare tourism products available in Taiwan. The results showed that consumers' purchase intent varied according to their level of health knowledge involvement and also according to individual consumers' personality traits. The findings in this study offer references for the tourism, transportation, and medical services industries to make best use of sightseeing resources and advanced medical technology while actively marketing more attractive leisure activities to boost the economy of Taiwan.