長照機構的服務關鍵因素

本研究旨在探討消費者選擇長照機構服務的關鍵因素。本研究以調查法之便利抽樣設計，共回收343份有效問卷。本研究運用「消費價值觀理論」探討消費者在選擇長照安養機構時的關鍵決策要素，經文獻歸納與探索性因素分析確認評估架構包含「功能價值、情感價值、社會價值、嚐新價值、情境價值與財務價值」六類決策構面。經研究結果發現，消費者對於長照機構的服務揀選當中，最重視的前三名價值依序為功能價值、情感價值與財務價值。而人口學市場區隔變數僅關係角色屬性、教育程度、子女數與居住狀況四項達顯著差異。據此結果，本研究建議長照機構營運相關業者，可透過「功能價值」及「情感價值」構面的軟、硬體設施進行強化，並擬定相對應的市場發展行銷方案與管理機制，以貼近消費者對於長照服務的實際核心需求。

關鍵字

消費價值觀；關鍵服務因素；長期照護

並列摘要

This study aims to explore the key factors that consumers might consider while choosing a long-term care institution by using consumption value theory; and recover 343 valid questionnaires by convenience sampling. Value from six different criteria were selected through literature induction and exploratory factor analysis; including functional value, emotional value, social value, epistemic value, conditional value and financial value. While choosing a long-term care institution, consumers take functional value, emotional value and financial value as their top three priorities. In term of the demographic segmentation, it shows significant differences in attributes of roles, educational levels, number of children and living conditions. Based on the results, the study suggests that the relevant operators of long-term care institutions could strengthen the software and hardware facilities through the elements of functional value and emotional value in order to present more advantages to consumers. In addition, formulating marketing development plans and management mechanisms are crucial in getting close to the actual core needs of consumers. It is the ultimate goal and responsibility to satisfy their needs.