消費者選擇健康檢查機構因素之探討

Factors Influencing Consumers'' Choice of Physical Examination Institutions

何維嘉(Wei-Chia Ho)

指導教授 ： 許玫玲

臺北醫學大學/公共衛生暨營養學院/醫務管理學研究所/碩士(2004年)

摘要

台灣健康檢查市場目前正快速、穩健地成長，醫院與專業健檢診是目前市場中主要的健檢服務提供者。本研究之目的透過對醫院與診所受檢者之分析，瞭解不同健檢機構下之消費者特質，尤其是價格與健康資訊對消費者選擇健檢場所之影響。 本研究採結構式問卷分別對台北市三家醫院健檢部門與三家專業健檢診所之受檢民眾進行調查，共233位及468位。本研究採用邏輯斯迴歸分析檢測研究假設。 本研究結果發現： 1. 口傳是健康檢查受檢民眾最主要、也是最信任的資訊來源。迴歸分析發現，從專業口傳獲得健康資訊的民眾相對於非專業口傳之參考組較傾向至診所接受檢查。 2. 價格是影響消費者選擇健檢機構的因素之一。民眾實際支付價格在20,000元以上者傾向選擇至醫院接受檢查；願付價格在3,000-5,999元之民眾較傾向選擇至醫院接受檢查。 3. 教育程度較高之民眾傾向選擇至醫院接受健康檢查，其他人口學特質在不同健檢機構中並無明顯差異。 4. 民眾選擇醫院接受健康檢查的主要原因為「交通方便」、「健檢項目合理」、「醫護專業性高」；選擇診所的原因為「健檢項目完整」、「健檢費用合理」、「健檢環境佳」。迴歸分析顯示，民眾對診所「整體專業形象」評價越高者，越傾向至診所接受檢查，顯示「整體專業形象」可視為診所主要之競爭優勢。 本研究建議健檢機構管理者可透過有效的市場分析，瞭解目標消費者特質，進而發展多元的健檢項目並訂定適當的價格策略。另一方面，管理者應藉由提昇院內員工服務態度與醫療品質，提高健檢機構口碑。

關鍵字

消費行為 ； 健康檢查 ； 醫療價格 ； 健康資訊

並列摘要

The market of physical examinations in Taiwan has been growing in recent years. The main providers of these services are physical exam departments of hospitals and physical examination clinics. This study aims to analyze the different characteristics of consumers of these two types of organizational settings, with a focus on the analysis of the influence of price and health information on consumers’ choice. This research conducted a structured questionnaire survey on consumers of three hospitals and three clinics. Two hundred and thirty- three individuals from the hospitals and 468 from the clinics were surveyed. This study applied logistic regression for the hypotheses testing. The main findings of this study are as follows: 1. Word-of-mouth is the main and most trusted information source for physical examination by people. Regression analysis reveals that Compare to people whose main information source was non- professional word-of-mouth, those who relied on professional word-of-mouth.were more likely to choose clinics for their physical examination. 2. Price is one of the factors affecting consumer choice of examination organization. Individuals who paid more than NT$20,000 tended to choose hospitals for their physical examination; and those who wrer willing to pay NT$3,000-5,999 tended to go to hospitals for their physical examination. 3. People with higher educational degree prefered hospitals to clinics. Other social-demographic variables were not associated with organization choice. 4. The main reasons why people chose hospitals for physical examination were: “convenient transportation,” “complete examination items,” and “high professional medical care”; the reasons for choosing clinics were: “comprehensive examination items”, “reasonable examination prices.” and “nice examination environment”.Regression result showed that people who assessed clinics as having a “complete professional image” tended to choose clinic for physical examination. The research suggests that physical examination organizations can effectively use market analysis to understand the characteristics of target consumers, develop multi-dimensional physical examination items, and set suitable price strategies. Managers should put more emphasis on word-of-mouth through improving hospital employee service attitudes and medical care quality.

並列關鍵字

Consumer behavior ； Physical Examination ； Medical Price ； Health Information

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