醫學美容院所就醫考慮因素之探討

The Study of Factors That Affecting People’s Choice on Medical Cosmetic Clinic

陳淑芬(Shu-Fen Chen)

指導教授 ： 黃信豪

國立虎尾科技大學/管理學院/工業工程與管理研究所/碩士(2009年)

摘要

近年來，隨著個人經濟狀況的提昇，人們對醫學美容的需求日漸增加。此外，由於全民健康保險開辦以來，造成各醫療院所的競爭加劇，為了增加盈收，紛紛朝向自費型的醫療項目發展，尤其是在醫學美容方面，有如雨後春筍般的林立。許多醫學美容院所成立的目的大多只為市場趨勢，而忽略現今為「顧客導向」的時代。因此，本研究希望能以消費者的立場，探討醫學美容顧客就醫選擇因素，其面臨就醫選擇的決策，是否有其差異性，期望藉由分析顧客的決策，進行市場區隔，提供日後醫療院所在開發客源及擬定醫療行銷時的參考。

本研究使用問卷調查方式來蒐集資料並利用SPSS統計軟體來進行資料分析的工作。首先，利用因素分析萃取出四個主要因素：醫院核心服務、就診便利性、就診環境設施、信任感；再利用多變量分析(MANOVA)及費雪事後檢定法(Scheffe Method)進行進一步的研究，其結果發現：
1.醫學美容顧客對人口統計變數並無顯著差異。
2.不同層級的醫療院對就醫考慮因素有顯著差異。
3.醫學美容顧客的就診動機對就醫考慮因素有顯著差異。
4.醫學美容顧客的就診項目對就醫考慮因素有顯著差異。
5.就醫考慮因素部份會影響就醫滿意度。

關鍵字

就醫考慮因素 ； 醫學美容 ； 就醫滿意度

並列摘要

The need for medical cosmetic has gradually increased in recent years due to the growth of personal income. In addition, the startup of the National Health Insurance enlarges the competition between medical institutions. Therefore, many medical institutions shift their service to medical cosmetic in order to gain more profits. However, most of the medical cosmetic institutions are setup based on market trend but not on customer orientation. Hence, the purpose of this study is to investigate the factors that affecting customer’s choice on medical cosmetic institution in order to help medical cosmetic clinic in making service and marketing strategies.

This study uses questionnaire method to gather customer’s data and applies the SPSS statistic software for data analysis. There are four factors generated by the factor analysis: core services, convenience, facilities, and the credibility of the medical institution. Furthermore, the MANOVA and the Scheffe Method are used for further analysis and find out the following:
1.There is no significant difference on medical cosmetic customer’s gender, age, education level, occupation, marriage, and monthly income.
2.There is a significant difference on medical cosmetic customer’s choice on the level of medical institutions.
3.There is a significant difference on the purpose of seeking treatment among medical cosmetic customers.
4.There is a significant difference on the type of treatment among medical cosmetic customers .
5.The factors that influencing customer’s choice will affect the customer satisfaction.

並列關鍵字

consideration factors ； medical cosmetic institutions ； customer satisfaction

參考文獻

中文部份：

1.尹衍樑(1983)，就醫態度與轉院行為之關係研究，國立台灣大學商研所碩士論文。

2.王乃弘(1995)，「民眾偏好醫院類型之研究法-AHP法之應用」，管理學報，16(4)，661-681。

3.王乃弘(1999)，「民眾就醫選擇之研究分析層級程序法之應用」，中華衛誌，18(2)，138-151。

4.王乃弘、黃松共(1995)，「民眾對選擇醫院因素及態度之研究-以中部數家醫院為例」，醫院雜誌，29(2)，28-37。