Hospital search and evaluation behaviours of rural Australian health consumers - an exploratory study

Article


McClymont, Hoda. 2005. "Hospital search and evaluation behaviours of rural Australian health consumers - an exploratory study ." Asian Journal of Marketing (National University of Singapore). 11 (1), pp. 81-91.
Article Title

Hospital search and evaluation behaviours of rural Australian health consumers - an exploratory study

ERA Journal ID30083
Article CategoryArticle
Authors
AuthorMcClymont, Hoda
Journal TitleAsian Journal of Marketing (National University of Singapore)
Journal Citation11 (1), pp. 81-91
Number of Pages11
Year2005
Place of PublicationSingapore
ISSN0218-6101
Abstract

This paper investigates the impact of health attitudes (as measured by consumers' perceived control over their health outcomes) on information search and alternative evaluation of rural Australian consumers when selecting a hospital. A self-administered moil questionnaire was sent to 1790 households within three rural communities, with 309 (17.3 per cent) useable questionnaires being returned for analysis. Results showed that while consumers' perceived control over their health outcome influences information search and evaluative behaviours, this factor may not be strong enough to warrant segmenting markets for marketing strategy development.

Keywordsinformation search; alternative evaluation; hospital choice; health attitudes; locus of health control; rural Australia; health consumer
ANZSRC Field of Research 2020429999. Other health sciences not elsewhere classified
420399. Health services and systems not elsewhere classified
420308. Health informatics and information systems
Public Notes

File reproduced in accordance with the copyright policy of the publisher/author.

Byline AffiliationsDepartment of Marketing and Tourism
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