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  • 學位論文

利用劇場理論探討中國潛在消費者來臺觀光醫療之意向

An analysis on Chinese National’s Intentions of Medical Tourism in Taiwan Based on Dramaturgy Theory

指導教授 : 秦兆瑋

摘要


研究背景與動機 近幾年觀光醫療產業迅速地發展,改變全球的經濟發展和消費者的就醫行為,遊客跨國尋求醫療服務並同時享受觀光渡假,使得觀光醫療成為亞洲各國積極發展的重點產業,臺灣也在這股風潮下,發展屬於本國特色的觀光醫療。 由於在醫療服務中,消費者相對於醫護人員較缺乏醫療專業知識,不易評估醫療服務的品質,因此本研究想瞭解運用劇場理論的觀點,使醫療服務有場景、演員、觀眾和表演之具體化描述,是否能裨益消費者客觀的評估服務表現。此外,過去劇場理論相關研究大多以調查研究法進行其與滿意度及購買意願間之關係探討,但調查研究法僅能回答變數間的相關性,也因受測者處於不同的環境背景中,研究易受到外界因素的干擾,而實驗設計法能對於外在環境和變數做較嚴格的控制來探討研究變數間的因果關係,有鑑於此本研究則以實驗設計法為主要的研究方法。而近年來在健康產業中的行銷相關研究逐漸重視情緒對消費者的影響,並視其為影響購買決策的重要因素,因此本研究加入情緒變項,以探討劇場理論建構出的醫療服務對消費者情緒間的關係。 研究目的 本研究以S-O-R(刺激反應模型)為基礎,探討影響中國潛在消費者選擇來臺灣觀光醫療之因素,並以劇場理論作為外在環境的刺激要素,且利用實驗設計的方法,操控劇場理論中的場景、演員、觀眾和表演,設計出不同的情境故事,進而瞭解其對於消費者情緒和滿意度,以及產生後續的購買行為之影響。 研究方法 本研究採實驗設計法,以虛擬情境法操弄劇場理論,其區分為場景2 (舒適度、專業度) x演員3(高度、中度、低度) x觀眾2(高度、弱度)12組情境。此外,抽樣方法以便利抽樣為主,且隨機分配受測者於各情境組別,對象為符合來臺灣觀光醫療條件之中國人民,以郵寄紙本問卷的方式進行問卷發放。問卷總共發放480,回收393份,而後刪除無效樣本數5份後,有效問卷為388份,有效回收率為80.8%。 研究結果 研究結果顯示:(1)在劇場理論中,場景對中國潛在消費者的正負向情緒與滿意度呈顯著相關;而在中國潛在消費者間強弱的互動對滿意度與購買意願呈現顯著相關。(2)中國潛在消費者的正負向情緒皆對滿意度與購買意願呈正向顯著影響。(3)劇場理論中的場景、演員和觀眾會透過正向情緒、滿意度影響購買意願。(4)在人口統計變項中,不同的性別對負向情緒呈顯著相關;不同的戶籍地區對負向情緒與滿意度呈顯著相關;不同的職業類別對負向情緒與滿意度呈顯著相關;不同的個人月收入對對正向情緒與滿意度呈顯著相關。 研究建議 本研究發現中國潛在消費者來臺欲從事觀光醫療時,在醫院環境方面,較偏愛舒適與仿居家式的設計,且對於個人獨立空間,具隱密、放鬆身心的環境,降低與其他消費者互動的頻率次數,其產生愉悅與放鬆的心情,進而提升滿意度與購買意願。此外,醫護服務人員的專業能力與態度上,對於中國人民從事觀光醫療沒有影響,推測其對於「臺灣」此品牌的認知上,具有乾淨整潔的環境與優異的服務品質,因此建議往後的研究可與中國的醫院和服務人員,做為實驗設計的對照組,以客觀的角度分析影響陸客的選擇因素。而在觀光醫療相關產業中,建議除了提供優質的醫療服務外,應特別注重提供軟硬體設備和具有隱私性的環境營造上,唯有創造完善的服務,才能在亞洲如此競爭的觀光醫療產業中,占有一席之地。

並列摘要


Background Medical tourism has been developing rapidly in recent years, and has shaped global economy and consumer behaviors’ in terms of healthcare industry. Tourists seek medical treatments on their vacations and enjoy the benefits of both. Hence, medical tourism has become an important economic development focus among Asian countries. In light of frequent cross-straits trading, and the rapid growth of Chinese economy, the number and scale of Chinese tourists to Taiwan have shown exponential increases. With advantages of shared language, and culture and the convenience of geographic location, Taiwan authority makes medical tourism as the priority marketing trait among Chinese nationals. Objective The aim of this study is to determine the factors influencing Chinese national’s intentions of medical tourism to Taiwan, and further understand their attitudes and perceptions under S-O-R model. Method The methodology of this study is through questionnaire research of participants by manipulating dramaturgy theory with 24 different situation simulations (combinations of 2 settings, 3 actors, 2 audiences and 2 performances). The participants of this study are Chinese National tourists to Taiwan with medical treatments. With 388 valid questionnaires of a total of 393 collected. Result The results show that: (1) The setting of China's potential consumers were significantly related to negative emotions and satisfaction; consumers interactions of satisfaction and willingness to buy presents significant correlation. (2) positive and negative sentiment towards Chineses of satisfaction and purchase intention was significantly positive impact. (3) The positive emotions and satisfaction had mediator to influence the settings, actors, audience and purchase intention. (4) In the demographic variables, different gender was significantly related to the negative emotions; the different regions of the household were significantly influence negative emotions and satisfaction; different occupational categories were significantly influence negative emotions and satisfaction; different personal monthly income of pairs were significantly correlated positive emotions and satisfaction. Conclusion The study found that the Chinese want to medical tourism in Taiwan, the Chinese prefer the more comfortable, imitation and home-style design. Aother space for personal independence, like with a secret, a relaxing environment, reducing other consumers the frequency of interactions, which feel of pleasure and relaxation, to enhance the satisfaction and purchase intentions. In addition, the professional competence and attitude of health care personnel, there is no impact on the Chinese engaged in medical tourism, presumably for "Taiwan" on the brand awareness, with clean environment and excellent service quality. Therefore, to suggest that future research with China's hospitals and service personnel, as the experimental design of the control group, with an objective point of selection factors. In the medical tourism related industries, the proposed addition to provide quality health care services, with particular emphasis on providing software and hardware equipment should have the privacy environment, to create the perfect service to the Asian Medical Tourism industry.

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