體驗式健康教育課程發展因素之研究 -體驗行銷模型的應用

THE FACTORS FOR DEVELOPING EXPERIENTIAL HEALTH EDUCATION CURRICULUM - AN APPLICATION OF EXPERIENTIAL MARKETING MODEL

林秀娟(Hsiu-Chuan Lin)

指導教授 ： 林南宏

大同大學/經營設計學院/事業經營學系所/碩士(2010年)

摘要

摘要
隨著慢性疾病的擴增，醫療診治工作從傳統的問診、治療，更進一步的著重在疾病預防及健康促進上。預防保健的推動，除了讓消費者避免慢性疾病的傷害外，進而能將所節省下的醫療資源，投注在重症病患的照護或醫學研究發展上，藉以提升整體醫療品質。
目前台灣地區在預防醫學領域尚處於萌芽階段，其中第一段預防的健康教育課程仍停留在傳統教學方法，以商業經營的角度來看，消費者體驗是一個能夠融入健康教育課程的教學方式，若能夠瞭解並誘發民眾在健康教育的需求與體驗，及早透過體驗式健康教育課程去建立起全民的個人健康管理觀念，對於預防醫學產業的發展會有更正面的意義。本研究以能賦予產品新價值的體驗行銷理論為基礎，採取焦點團體討論、德爾菲法、階層分析程序法來進行體驗式健康教育課程發展之因素分析，探討在體驗行銷五大構面下，各評估準則對體驗式健康教育課程發展的影響程度為何。
研究結果發現，主要影響體驗式健康教育課程發展的重要因素分別為：親身體驗、自我信念、生活形態、面對面互動、售後服務、誘發刺激、課程安排、教學互動、親戚關係及專業知識。其中，前三大影響評估準則皆屬於體驗行銷中的行動構面，這顯示專家們認為消費者自我察覺預防保健的重要性以及主動去親身參與體驗式健康教育課程，是目前推廣體驗式健康教育課程中影響最大的要素。
關鍵字：預防醫學、體驗經濟、體驗行銷

關鍵字

預防醫學 ； 體驗經濟 ； 體驗行銷

並列摘要

ABSTRACT
Due to the increase of chronicle illness, the medical treatment has evolved from the traditional ways of diagnosis first, following with therapy, to prevent disease and to endorse healthy life style. Promoting preventive health care could not only make consumers not being harmed by such chronicle illness epidemic, but also preserve medical resources in the areas of long-term care on patients in really poor condition or on medical research, that the overall quality of health care system can be improved.
Preventive medicine is still at the dawn age in Taiwan. The first phase of preventive medicine education continues relying on conventional methods such as teaching. From business point of view, live-experience is an approach able to be incorporated with health education. If demand and experience and set up the individual health management concept, it will prove to be a positive move to the expansion on preventive medicine industry.
This research found the main factors to impact live-experience health education are the following: self-experience, self-affirmation, life style, interactive learning, after-sale service, motivation and promotion, class arrangement, interaction between teach and learning, family tie and professional knowledge. Among them, the first three items mentioned above, this demonstration what all the experts consider the importance of self-awareness in preventive heath care and pro-actively involve the life-experience health education are two most influential elements in promoting live-experience health education.
Keywords : Preventive Medicine, Experience Economy, Experiential Marketing

並列關鍵字

Experience Economy ； Experiential Marketing ； Preventive Medicine

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