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長期照護機構選擇屬性之研究-以知覺風險為市場區隔基礎

The Choice Attributes for Long Term Care Facility-Market Segmentation Based on Perceived Risk

摘要


目標:本研究旨在利用知覺風險程度為市埸區隔基礎,比較各區隔市場的老人評估長期照護機構的選擇決策屬性之差異,並進一步瞭解各區隔老人對機構式照護的知識程度及使用服務的意願。方法:便利抽樣選取高雄市及嘉義市之長青學苑學員為調查對象,測量工具為自填式問卷,總回收問卷1024份(有效問卷共871份),其中高雄長青學苑672份、嘉義市長青學苑199份。研究分析方法,首先依知覺風險程度之變項將樣本分為高、中、低三個區隔市場,再利用判別分析比較三個知覺風險集群的老人選擇長期照護機構時所偏好的決策屬性,並描繪各區隔市場之選擇屬性偏好知覺圖。結果:第一、與其他兩組比較,低知覺風險集群較偏好以「機構形象因素」、「便利性因素」及「照護品質因素」等屬性來評估機構品質好壞;而此群自認對機構式長期照護服務瞭解程度較高,並且對使用機構式照護的意願較高。第二、與其他兩組比較,中等知覺風險集群較偏好「醫療專業護照服務因素」及「尊重與安全的照護環境因素」等屬性來評估機構品質好壞;而此群自認對機構式長期照護服務瞭解程度較高,但使用機構式照護的意願較低。第三、與低知覺風險集群比較,高知覺風險集群較不以機構形象因素及便利性因素等屬性來評估機構品質好壞;而此群自認對機構式長期照護服務瞭解程度較低,而且使用機構式照護的意願也較低。結論:長期照護機構提供者可利用知覺風險程度為市場區隔的基礎,並針對不同區隔市場之選擇屬性的偏好與特色,發展不同的行銷組合策略。

並列摘要


Objectives: This study aimed to explore the choice attributes, service knowledge and the intention of service utilization of long-term care consumers among the different market segments that were grouped by level of perceived risk. Methods: With convenience sampling, self-administered questionnaires were distributed to 1024 program learners of the Kaohsiung and Chiayi. Municipal Senior Citizen Services Center. The 871 respondents were available. The differences in choice attributes among different market segments were analyzed by discriminant analysis and then depicted by a perception map of choice attributes. Results: This study found that the institutional image attribute, convenience attribute and quality attribute were the three most favored choice attributes of the low-perceived risk segment, taking precedence over the middle- and high-perceived risk segments. Besides this, the low-perceived risk segment possessed a higher subjective service knowledge of long-term care of the three segments and expressed a strong intention to utilize institutional long-term care. However, the middle-perceived risk segment preferred to use the professional-service component attribute as well as the esteem-and-safety environment attribute for evaluation of long-term care institutions. Although the middle-perceived risk segment had the highest subjective service knowledge of long-term care among the three segments, they had the least intention to utilize institutional long-term care service. Furthermore, this result veiled that unlike the low-perceived risk segment, institutional image attribute, convenience attribute and quality attribute were not the best choice for the high-perceived risk segment in evaluating long-term care institutions. As to the subjective service knowledge and utilization intention of long-term care attributes, the high-perceived risk segment was less than the low-perceived risk segment. Conclusions: From our results, we suggested that the long-term care providers should develop an appropriate marketing mix strategy commensurate with the choice attributes of the specific market segment to attract potential consumers.

被引用紀錄


畢翠芳(2012)。從消費者知覺風險觀點分析平板電腦之行銷溝通工具〔碩士論文,中原大學〕。華藝線上圖書館。https://doi.org/10.6840%2fcycu201200443
張育豪(2013)。長期照護機構經營模式之研究〔碩士論文,長榮大學〕。華藝線上圖書館。https://doi.org/10.6833%2fCJCU.2013.00145
高秀娥(2007)。影響呼吸器依賴病患家屬選擇呼吸照護病房因素及滿意度調查〔碩士論文,臺北醫學大學〕。華藝線上圖書館。https://doi.org/10.6831%2fTMU.2007.00057
王憶菁(2011)。消費者對長期照護機構選擇屬性之研究〔碩士論文,中臺科技大學〕。華藝線上圖書館。https://doi.org/10.6822%2fCTUST.2011.00039
盧敏慧(2003)。影響臺灣地區機構式長期照護體系經營效率之相關因素探討〔碩士論文,臺北醫學大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0007-1704200714530913

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