- 學位論文
台南市民眾對自費健康檢查之需求評估調查
Investigate Demand of Out-Pocket Health Check Up from Tainan Citizens prospect
摘要
近年因民眾的健康促進觀念提升，以及總額預算制度實施對醫院的衝擊，自費方式的健康檢查成為各家醫院爭相開發的服務項目。本研究利用行銷理論探究民眾對自費健檢服務的需求。首先瞭解自費健檢的消費經驗與未來消費意向，進而檢視消費經驗是否影響消費意向；其次以社會人口學資料與消費意向區隔市場以界定目標顧客，進而瞭解其對健檢服務的行銷需求。 以台南市社區民眾作為研究對象，使用自填式問卷調查方式收集資料。抽樣架構為台南市街道編碼，採二階段式抽樣設計，先依台南市六個行政區的人口數等比率抽取樣本街道，中選街道再以定額方式依台南市性別及年齡結構比例分配受訪樣本。研究工具為自行設計之結構式問卷，內容包含社會人口學資料、自費健檢的消費經驗與消費意向、對自費健檢服務的行銷需求，其中需求評估項目採用行銷8P（產品Product、價格Price、地點Place、推廣Promotion、過程Process、人員Personal、硬體設備Physical、公共關係Public relation）。除社會人口學資料外，其餘多數題目採用序位的填答方式，按重要性依序選出三個重要的因素。共計回收有效問卷694份，回收率為69.4%，研究樣本之性別與年齡結構和台南市無差異。 研究結果發現，經性別年齡校正後的自費健檢利用率為36.7%，未來消費意向比率高達77.4%，過去曾經作過自費健檢民眾的健檢意向（84.2％）高於沒有自費健檢經驗的民眾（75.0％）（P<0.01）。健檢消費與收入有關，收入較高者自費健檢比率較高；未來健檢意向與年齡、職業和收入有關，年齡層較低、軍公教職業者、收入較高的民眾健檢意願較高。 進一步以社會人口學資料與消費意向了解民眾健檢的決策因素，發現不同性別與年齡對健檢服務的需求大致相同，以行銷8P中的產品、專業以及過程面向為多數民眾所選擇。但是不同職業類別對健檢服務的需求有所不同，其中服務業者的決策傾向專業與價錢兩面向，軍公教者傾向專業與產品面向，而工商業者則較在意過程與產品面向。不同健檢經驗者對健檢服務的需求也不同，有健檢經驗者著重的是專業及過程面向，而沒有健檢經驗者則注重產品與專業面向。 整體而言，民眾對健檢服務的需求以專業及價格為民眾最在意的因素。其中，近八成民眾覺得一萬元以下的自費健檢價格是他們可以接受的範圍。另外，民眾對自費健檢的專業性要求，包括專業的醫療團隊（Personal）、精密的健檢儀器設備（Physical）、檢查流程的順暢迅速（Process）、選擇醫學中心級的醫院（Place）、以現金折扣作為促銷活動（Promotion）以及健檢機構的名聲好壞（Public relation）為主要因素。 健檢項目（Product）需求方面，單項檢查以癌症篩檢為最多，其次是心血管檢查與肝膽腸胃檢查。進一步將檢查項目分成癌症/基因篩檢、神經精神系統、胸腔系統、女性特殊檢查、臟器系統等五個檢查類別後發現，檢查項目需求呈現性別差異，男性為胸腔系統與臟器系統檢查，女性為女性特殊檢查和癌症/基因篩檢。 本研究不同於其他以健檢單位受檢者為對象之研究，針對社區一般民眾（包括各年齡層）進行行銷需求調查，期能反應潛在消費者之心理。研究發現民眾的高比率健檢意向，可提供醫療院所發展預防醫學服務項目之依據。此外，從行銷理論探究不同職業與不同性別群體之健檢決策因素與需求之差異，更可供醫療院所作為自費健檢服務之經營管理參考。
並列摘要
Recently, hospitals develop out pocket health check up services due to increase perception of health promotion and impact of global budget payment. The study applies marketing theory to explore the demand of out pocket health check-up services. Firstly, the study analyzed costumers’ past experience of out pocket health check up, and future consuming intention to explore whether past experience influences on future consuming intention. Secondly, the study applies social demographic and consuming intention as market segmentations, and finds out target costumers in order to know the marketing demand of health check up. Recruit Tainan community citizens as the research subjects and data collection with self-filled questionnaires. Sampling frame is two steps sampling design and decoding the names of streets in Tainan City. Choose the names of streets due to population distribution of six administrative districts. From the sample streets, recruit the samples according to quota and then decide the samples with the ratio of gender and age. Research tool is a constructed questionnaire and contains social demographic data, the experience and intention consuming, the demand of marketing of out pocket health check up. For the construct of demand marketing, this study adopts 8P (Product, Price, Place, Promotion, Process, Personal, Physical, and Public relation) of marketing theory to assess. Beside social demographic data, the rest of questions are filled by ranking sales with first three priorities. Total 694 useful questionnaires are collected and return rate is 69.4%. Compare to gender and age stratifications, these samples are not different from Tainan Citizens. Research findings found that utility rate of out pocket health check up is 36.7%; future consuming intention is up to 77.4%; and consumers’ past experience of out pocket health check up higher (84.2%) than those are not experiences (75.0%; P<0.01) after adjustment with gender and age. Health check up is related to personal income. High personal income is positive correlated with out pocket health check up. Future intention to health check up is related with age, occupation and income. Consumers with low age stratification; occupations from military, civil servant, and education; high income, are willing to receive health check up in the future. Further analysis of social demographics and consuming intention, the study found the demand of health check up is similar between gender and age. But the demand of health check up is different from different occupations. Customers who work in service industry consider profession and price; for those from military, civil servant, and education are prone to care profession and product; and for those from industries are more focus on process and product. For those whether experience health check up or not, their demand is also different. Customers experienced health check up more consider profession and process but without experience of health check up are more care about product and profession. Overall, influence factors of consumers to choose their health check up service are profession and price. Almost 80% consumers concern the acceptable price of out pocket health check up should below 10,000 NT dollars. For profession consideration, consumers request professional team (Personal), precision equipments (Physical), quick procedure (Process), medical center (Place), promotion with monetary discount and institutions’ reputation (Public relation). For the demand of health check up items (Product), the cancer screen is the most popular items; and then cardiovascular exam; liver and gastrointestinal systems are the second priority, respectively. Furthermore, exam items are divided into caner/gene screen, neuro-psycho system, chest system, special exam of female, and organs system. The findings show that the exam items are different from gender. Male are more demand on chest organs system exam, on other hand, female are more demand on caner/gene screen and special exams of female. The study focuses on demand of marketing from all age stratifications in general community citizens to explore potential demand from consumer’s psychology aspect. The findings indicate that high consuming intention of health check up leads hospital to develop prevention medicine. Moreover, occupations and gender differ from decision factors and demands of health check up, and then lead hospital managers to develop out pocket of health check up services.