牙科醫學美容消費行為之探討

本研究目的在於探討牙科就診與牙科醫學美容消費者行為及需求，透過文獻探討及實務經驗來設計問卷，研究架構以EKB模式，採Google表單線上填寫，由Line群組上邀請填寫，另一部份由就診患者填寫，共收集260份有效問卷，以SPSS Statistics統計分析牙科醫學美容消費者購買決策行為、生活型態變數、人口統計變數、價值觀變數之相關性進行差異性分析，並將分析所得結果，對牙醫診所經營者提出行銷策略與建議。本研究結果發現，牙科醫學美容時最重要的動機是個人身體健康的需要，以人口統計變項中之年齡、性別上並無顯著性差異。資訊來源主要為來源醫師或醫護人員推薦，主要項目為牙體復形。依據分析結果，提供牙科診所經營管理者建議以下的行銷策略：一、術前詳細溝通、術後貼心衛教、創造雙贏局面。二、提升醫療服務品質。三、顧客滿意經營。

關鍵字

牙科醫學美容；消費者行為； EKB模式

並列摘要

The purpose of this study is to survey the consumer behavior toward cosmetic dental care. Through the literature review and practical experience, the questionnaire was designed to research architecture to EKB mode. The Google form was taken to fill in by the invited Line groups and clinical patients. Total of 260 valid questionnaires were collected. SPSS 22.0 Statistics was used to analyze the differences between purchasing decision-marking, life style variables, demographic variables, and value variables of consumers toward cosmetic dentistry. The results were analyzed in marketing strategies and recommendations for dental practitioners. The most important motivating factor for cosmetic dentistry is the need of health. There is no significant difference in age and gender in demographic variables. A main source of information is for the dental care providers recommended. The other project is for the restorative dentists. The following marketing strategies were recommended to dental practitioners. First, improvement in preoperative communication and postoperative care to create a win-win situation. Second, improvement in the dental care. Third, satisfying these dental patients.