傳遞者與資訊呈現對醫療使用者接受心率變異檢測服務之研究

Influences of Communicator Type and Information Display on Healthcare Users’ Acceptance of Heart Rate Variability Service

黃媺棻(Huang Meifen)

指導教授 ： 王蕙芝 ； 吳英隆

國立中正大學/管理學院/資訊管理系醫療資訊管理研究所/碩士(2012年)

摘要

全民健康保險的政策實施，使得小型醫療診所的經營環境愈趨競爭，單一診所為求永續經營的目的，必須學習如何在現行法規許可之下，進行宣導影片的規劃，裨益於診所與就醫民眾之間的溝通互動，進而開啟並發展長期的醫病關係。然而過去的研究多以消費性產品和服務等廣告策略為主，少有探究小型醫療診所與就醫民眾之間溝通的專題論文。近年來，有些學者開始將「行銷」與「公共關係」的概念導入實際的健康傳播活動中，證明行銷策略中的廣告溝通應用於健康主題的適切性。本研究因此針對台灣小型醫療診所推出的心律變異檢測服務，探究若採用不同的訊息傳遞者類型與資訊呈現方式，宣導影片對於不同教育程度的就醫民眾，其接受該檢測服務意圖是否有差異。實證資料的收集，採用實驗法，針對台灣南部三間社區大學學生，收得有效樣本97份。研究結果顯示若由醫師透過圖文搭配來傳遞心律變異檢測服務的訊息，就醫民眾的接受意願最高。此外，低教育程度受測者對於宣導影片的態度較高教育程度受測者為佳。本研究據此提出診所設計宣導影片時的實務建議。

關鍵字

資訊呈現方式 ； 訊息傳遞者 ； 宣導影片

並列摘要

The health insurance policy has facilitated the highly competitive environment for the small medical clinics in Taiwan. To create a successful communication with potential patients, these clinics have to learn how to take the advantages of the promotion videos to create and develop the long-term medical relationship with them. However, past video studies mainly focus on the commercial advertising for consumer products, the topics related to the unique industry demands of small medical clinics are limited. Recently, scholars have also applied the theories of marketing and public relationship into the practices of medical care promotions. This study was thus designed to integrate the advertising theories and propose the research model to empirically verify how the communicator type and information display used in the promotion video may impact on potential patients’ acceptance intention of the heart rate variability service. Findings indicated that the acceptance was highest while the doctor used the text and figure to promote the service. Moreover, those potential patients who have lower education level also present a higher acceptance than those who have higher education level.

並列關鍵字

information display ； communicator type ； promotion video

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