體驗策略模組與消費態度之關聯性－以南台灣區域醫院為例

The Relationships between Experiential Strategy Module and Consumer's Attitudes - The Case of Regional Hospitals in Southern Taiwan

何雍慶(Yung-Ching Ho) ； 蘇子炘(Tzu-Hsin Su)

《經營管理論叢》 2005特刊 (2005/12) Pp. 43-57

https://doi.org/10.6872/OMR.200512/SP.0003

摘要

以醫療產業來說，近年來醫療環境的改變，全民健保實施後，民眾消費意識高漲，醫院面對相同服務對象，相同的支付標準與有限的醫療資源，競爭的壓力卻有增無減（王河情、童超塵，2001）。本研究主要欲探討體驗策略模組（感官、情感、思考、行動、關聯）與消費態度（認知、情感、行為意圖）之關係，並加入涉入之影響因子。研究採系統隨機抽樣、人員訪談方式，以屏東某區域醫院50份做為前測，正式調查以高雄兩家區域醫院及屏東兩家區域醫院為問卷發放對象，其研究樣本回收問卷為270份，有效問卷為240份，有效問卷率88.89%，並運用迴歸分析印證研究假設。本研究結果顯示，從醫療消費體驗模式可發現：感官、情感、關聯體驗對情感態度有正向影響，思考、行動、關聯體驗對認知態度有正向影響，情感、認知態度對消費者行為意圖有正向影響，涉入對強化體驗態度的調節效果不顯著。本研究利用體驗行銷之觀點所建構之醫療消費體驗模式，可供區域醫院在經營、規劃時之參考。

關鍵字

區域醫院 ； 體驗策略模組

並列摘要

After the Implementation of the system of the National Health Insurance, consumers' right is becoming more and more important. Facing the same payment standard and the limited medical resources, competitive pressures of hospitals are increasing. This study wanted to discuss the relationships between experiential strategy module and consumer's attitudes and the moderate effects of involvement. The number of the Pretest sample was 50 from a regional hospital in Pingtung. We conducted interview of 270 clinical patients was face from 2 regional hospitals in Kaohsiung and 2 regional hospitals in Pingtung. Finally, there were 240 valid samples. The results of Regression Analysis showed that ＂SENCE＂, ＂FEEL＂, and ＂RELATE＂ have positive effects to ＂Affective Attitude＂ and ＂THINK＂, ＂ACT＂, and ＂RELATE＂ have positive effect to ＂Cognitive Attitude＂. ＂Affective Attitude＂ and ＂Cognitive Attitude＂ both have positive relationship with behavior intention; however, ＂Involvement＂ didn't have moderate effect to ＂Affective Attitude＂ and ＂Cognitive. The model of health experience can provide regional hospitals with a helpful direction for management and planning.

並列關鍵字

Regional Hospitals ； Experiential Strategy Module