Empirical Research on MSO Selection Factors Based on Theory of Reasoned Action

As the elderly population increases, the use of medical services increases, but the competitiveness of small and medium-sized hospitals is relatively weakening. As we lose out to competition from large hospitals, changes in the business environment are sought. Accordingly, the introduction of MSO hospital management support companies to provide management support has been increasing significantly. However, indiscriminate introduction reduces the competitiveness of small and medium-sized hospitals and even threatens management transparency. Accordingly, this study aims to support successful MSO selection by analyzing the impact of MSO on selection intention based on the theory of reasoned action.<br/> The results of the analysis showed that other doctors and the mass media influenced personal attitudes, and the subjective norm, which means social evaluation, was influenced by brokers, experts, other doctors, and the mass media, excluding the variables of government policy. In order to rationally select MSOs, case studies of MSOs introduced by other doctors (hospitals) were cited, various information should be utilized through media such as medical journals, and the foundation should be established through increased trust in government policies institutionally. As a detailed analysis study of the introduction of MSOs to improve the management environment of small and medium-sized hospitals, it is expected to be utilized as a basis for securing competitiveness based on the expertise of hospitals/clinics and further contributing to the improvement of national health.