本研究旨在探討華僑旅客對臺灣推廣醫療觀光的服務需求、參與動機與意願。研究方法以問卷調查方式進行資料蒐集,計有效回收問卷273份。資料分析主要採用變異數分析、逐步多元迴歸與結構方程模式探究服務需求、參與動機與意願的整體現況及其關係,藉以推論變項對意願的影響程度。研究發現,華僑旅客對臺灣醫療服務項目之參與及推薦意願,以健康檢查最高,其次依序為眼睛手術、牙齒美容、心臟手術以及去斑。華僑旅客在服務需求、參與動機及意願的評定,會因人口背景變項不同而有差異,而服務需求與參與動機可以有效預測意願,其預測值達22.3%。最後,結構方程模式檢測結果顯示,服務需求、參與動機與意願為一具有因果關係的線性模式。綜合各項研究結果與發現,本研究提出進一步建議,作為醫療觀光推動與研究之參考。
This study explores the service needs, motivation and willingness of the overseas compatriots for Taiwan's medical tourism. Based on 273 valid questionnaires, this study found the following results. First, physical checkup was the top priority among the medical services provided in Taiwan, followed by eye surgery, teeth whitening, heart operation and spots removal. Second, t-test, one-way ANOVA, and Scheffe post hoc analysis of variance showed significant differences in service needs, motivation and willingness among different demographic groups. Third, multiple regression analysis showed predictable results for willingness by using ”medical professional,” ”self-affirmation” and ”spiritual stability” as explanatory variables. The predictable power of the regression model was 22.3%. Fourth, Structural Equation Models (SEM) results showed that willingness was affected by service needs and motivation. Based on these results, this study proposes suggestions for future medical tourism research in Taiwan.