本研究主要是針對醫療消費體驗發展適合的量表,並運用驗證性因素分析的技術來進行量表的競爭模式比較,消費體驗主要是以Schmitt (1999)所提出的五個體驗策略模組:感官、情感、思考、行動、關聯體驗為基礎,透過深度訪談、專家效度分析以及純化測量的結果得到20題問項。本研究總共蒐集298份的有效樣本,以驗證性因素分析進行模式比較後,結果顯示二階因素模式的適配性較佳,且更加簡效,內在結構適配驗證也顯示觀察變項與潛在變項皆有良好的信度、聚合效度以及區別效度,故醫療消費體驗的量表可以採用二階因素模式來衡量。此量表有助於醫療機構在施行體驗行銷時,對於病患體驗程度的衡量,並可進一步分析體检結果與顧客滿意、忠誠之間的關係。
This research mainly aimed at the medical care experience to develop suitable measurement scales, and used confirmation factor analysis to compare different competition models. The experiential module proposed by Schmitt (1999) including five experiential strategy models: ”SENCE”, ”FEEL”, ”THINK”, ”ACT” and ”RELATE” experiences. Firstly, 20 items were obtained through the procedures of in-depth interview, expert validity analysis as well as scale purification. This research collected 298 valid questionnaires. A second-order factor model was proven the most parsimonious model after using confirmation factor analysis procedure. The internal component fit evaluation revealed that either observed variables or latent variables have good reliability, convergent validity, and discriminate validity. Therefore, the medical care experience scales can use a second-order factor model to measure. This scale can help medical institutions measure patients' experiences while executing experiential marketing and then analyze the relationships among experiences, customer satisfaction, and loyalty.