知覺風險對腸胃鏡受檢者選擇自費麻醉之影響

The Effect of Perceived Risk on Patient’s Willingness to Pay for Gastrointestinal Endoscope Inspection with Anesthesia

林怡伶(Yi-ling Lin)

指導教授 ： 葉德豐

中臺科技大學/管理學院/健康產業管理研究所/碩士(2011年)

摘要

腸胃鏡是檢測腸胃疾病的重要工具，檢查過程中的疼痛與不適，常令許多受檢者中止檢查。選擇無痛腸胃鏡檢查雖可以降低檢查的不舒適感，但會增加受檢者麻醉的風險且必須自付費用。
本研究旨在探討個人特質、資訊獲得及知覺風險對選擇自費麻醉腸胃鏡檢查的影響，期望能瞭解受檢者的消費決策機制，協助醫院制訂醫療行銷策略的參考。本研究以中部某區域教學醫院的腸胃鏡受檢者為對象，採用配額抽樣法，對350位選擇麻醉及無麻醉的受檢者，利用問卷訪談方式收集資料。再以SPSS 17.0軟體對各變項的差異，進行描述性統計、t檢定、變異數分析及迴歸分析。
研究結果顯示，個人特質變項的年齡、經濟收入、性別、手術經驗及資訊獲得對知覺風險有顯著影響。教育程度、經濟收入、鏡檢麻醉經驗、手術疼痛經驗、資訊獲得、心理風險、財務風險、社會風險及效能風險對選擇自費麻醉的意願有顯著影響。
依據研究結果，建議醫療機構在推廣自費麻醉醫療時，可提供充分的麻醉醫療資訊、制定合理的收費標準、增設衛教門診及附加價值服務，建立即時詢答機制達到雙向溝通與回饋，以降低受檢者的知覺風險，提高其選擇自費麻醉醫療之動機。

關鍵字

知覺風險 ； 自費麻醉醫療 ； 腸胃鏡檢查

並列摘要

Gastrointestinal endoscopy is an important tool for screening of gastrointestinal disease. Sometimes the inspection process was suspended resulting from incidental pain. Gastrointestinal endoscope inspection with anesthesia can reduce uncomfortable but increase anesthesia risk. Moreover, the anesthesia fee in gastrointestinal endoscope inspection is not cover in National Health Insurance now, patients will pay for out-of-pocket.
The objectives of this study were to explore the effect of the personal characteristics; information received and perceived risk on patients’s willingness to pay for gastrointestinal endoscope inspection with anesthesia. It can help hospitals to develop medical marketing strategy through understanding the decision-making mechanism of patients. In this study, quota sampling was used to select a total of 350 patients that took gastrointestinal endoscope inspection with/without anesthesia in a regional hospital in central Taiwan. Self-administrative structured questionnaire was used to collect data; descriptive statistics, t-test, ANOVA and regression analysis were used to analyze data.
The results showed age, income, gender, surgical experience and information obtained had a significant effect on the perceived risk .Educational level, income, past experience of gastrointestinal endoscope with anesthesia, surgical pain experience, information obtained, psychological risk, financial risk, social risk and performance risk have a significant effect on willingness to pay for gastrointestinal endoscope inspection with anesthesia.
According these results, hospitals must provide adequate anesthesia information, make a reasonable price, and establish outpatient service for health education and a real-time consultation mechanism when they want to promote patient’s willingness to pay for anesthesia, Furthermore to reduce the perceived risk and increase the intention of willingness to pay for anesthesia by them.

並列關鍵字

perceived risk ； willingness to pay ； gastrointestinal endoscope inspection

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