利用資料探勘技術探討服務品質對捐血意願之影響－以台灣中部地區為例

自1974至2014年間，台灣地區無時無刻地推廣無償捐血，讓社會大眾有著捐血救人的思維。近年由於科技日新月異，微創手術的進步使得醫療單位對於血液需求逐漸減緩，但這使得大眾誤以為血液的需求是減少的，進而影響捐血意願，產生血液來源的危機。今為維持醫療用血供需平衡及穩定的血源募集，瞭解捐血事業單位之服務滿意度是否影響捐血意願，已是一個重要的課題。本研究主要針對台灣中部地區捐血者對捐血事業單位的服務滿意度調查，並探討各年齡層捐血者因服務優劣是否影響捐血意願。結果發現年齡層在「青年期（17-30歲）」和「中年期（31-50歲）」與「服務體驗」、「服務滿意度」、「捐血地點（場所）」等三大構面有緊密之關聯性。此外，本研究亦分別利用因素分析、效度分析、變異數、回歸分析、關聯式法則及決策樹等方式，探討其中潛在的資訊，以利捐血事業單位能更有效率的鼓勵民眾捐血，開拓血源。

關鍵字

資料探勘；關聯式法則；服務滿意度；捐血

並列摘要

Blood donation has been highly promoted during 1974 to 2014 in Taiwan, which aroused positive thinking of the public toward blood donation. In recent years, people in Taiwan started to be unwilling to denote blood because they misunderstood that the blood demand should have been reduced due to technology development and the improvement of invasive surgery. Such misconception may result in a crisis of blood sources. Therefore, in order to maintain the balance between blood supply and demand for medical, it is important to explore the issue of service satisfaction toward blood donators’ willingness. This study aimed to investigate the service satisfaction of blood donators toward blood centers in central Taiwan. This study also explored whether the willingness of donors with different ages would be affected by the service quality of blood centers. The results showed that two age levels (adolescence: from 17 to 30 years old and middle age: from 31 to 50 years old), service experience, and service satisfaction were relatively correlated. In addition, with the uses of Factor Analysis, Validity Analysis, Analysis of Variance (ANOVA), Regression Analysis, Association Rules (AR) and Decision Tree, the potential of factors to booster blood donation and improve blood institutions were explored with the hope to encourage people to donate blood in the future.