選項框架應用於健康檢查服務中之特性與限制

An Application of Option Framing in Health Industry

林子田(Tzu-Tien Lin)

指導教授 ： 黃崇興

國立臺灣大學/管理學院/商學研究所/碩士(2008年)

https://doi.org/10.6342/NTU.2008.00432

摘要

隨著高齡化社會的來臨，民眾的健康意識越來越高，為了享有健康的老年生活，越來越多人希望能更進一步了解自己身體狀況。因此各大醫療院所也紛紛推出許多不同內容的健康檢查套餐。由於健康檢查屬醫療服務業中預防醫學的範疇，又包含許多專業知識，因此本研究欲以消費者行為之角度切入，檢視其不同於一般產品之特性，又健康檢查服務多為包含數個檢查選項之產品組合，因此本研究將檢視選項框架（Option Framing）應用在健康檢查服務中的效果與限制。
首先，由於每個健檢選項的功能不同，當消費者在檢視健康檢查的內容時，每個項目的重要性也會不一樣。因此本研究也將探討健康檢查項目的重要性高低，是否會干擾選項框架對決策行為的影響。此外，由於現行健康檢查的項目內容繁多，一般民眾對於醫療專業知識較不熟悉，不但難以完全了解個別檢查項目的內容與功能，也較難體會自己是否適合接受某個健康檢查，因此本研究將接著探討消費者本身具備的醫學常識是否亦會左右選項框架的效果。
最後，每個消費者的特性及偏好不同，一般而言，越重視日常保健行為的消費者，對自己的健康狀況了解應會越深，因此面對健康檢查的檢查內容應會較有能力處理相關資訊。針對這樣的假設，本研究也將依照消費者對健康保健行為不同的重視程度，分析選項框架的影響，以觀察對健康保健行為持不同態度的顧客在選擇健康檢查項目時會有何異同。
在套餐之外提供可自由選擇的選項除了能夠增加顧客的滿意度外，也可利用消費者決策行為的特性使服務提供者得到較佳的效益。然而提供可自由選擇的健康檢查項目也就意謂著服務提供者必須先釐清選項框架在健康檢查服務中的效果及限制。綜合以上，本文將分成三個實驗，分別討論健康檢查項目之重要性、知識及人們自身行為的動機與意識對於選項框架效果的影響。此三個實驗除了驗證選項框架用於健康檢查服務中的效果外，也將對其應用上的限制進行討論，期望能作為健康檢查服務提供者未來服務設計之參考。

關鍵字

健康檢查 ； 選項框架 ； 推敲可能性模式 ； 重要性 ； 知識 ； 動機 ； 意識

並列摘要

In an aging society like it is now, people have become more and more concerned for the quality of their retirement life, and as a result, many hospitals are offering various packages of health examinations to meet the market needs. This study is going to look at the application of option framing in health examinations as it is actually composed of many options. Furthermore, the study will also try to find out whether there are any limitations or differences from the usual consumer products with regard to applying the model to health examinations since there are many professional terms and uncommon knowledge throughout the service, and the result of a health examination is usually of very high relevance to an individual.
The study will be looking at the effect of option framing applying in health examinations first, and the moderating effect of option importance will also be examined as the there are many options with different functions in an health examination. The impact of prior medical knowledge on the effect of option framing will also be investigated, since the highly-professional characteristic of health examinations is also an important factor in the industry.
Finally, the study will analyze the impact of option framing with regard to people with different levels of concerns for their health status. The underlying concept is that when an individual cares more about their daily health behavior, they will be more likely to understand the functions and benefit of each examination option, thus making different decisions from others.
In summary, the studies will be examining the impact of option framing on decision making in health examinations, and also trying to find the boundary conditions of it by looking at the moderating effects of option importance, prior medical knowledge, health motivation, and consciousness, hoping to find some implications for this particular industry.

並列關鍵字

Health examination ； Option framing ； ELM ； Importance ； Knowledge ； Motivation ； Consciousness

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