口碑傳播與醫院就診行為相關之研究-以臺中市大學生為例

The Correlation between Word-of-Mouth and Medical Care Seeking Behavior for University Students in Taichung

李麗花(Li - Hua Li)

指導教授 ： 謝俊宏

國立臺中科技大學/商學院/企業管理系事業經營碩士班/碩士(2013年)

https://doi.org/10.6826/NUTC.2013.00035

摘要

近年來醫療市場的競爭日趨激烈與消費者意識抬頭，加上過去許多研究已實證口碑是消費者人際關係網絡中的一種溝通方式，會影響消費者對產品的評價及購買決策。因此，本研究主要探討醫療口碑傳播是否會對消費者的就診決策及就診行為產生影響。
本研究以臺中市12間大學校院各校50位大學生為研究對象，採用問卷調查便利取樣的方式，共發出600份問卷，回收587份問卷，有效問卷為534份，有效回收率達90.97%。依據問卷搜集的資料分別運用SPSS及AMOS統計軟體分析，驗證各變項間關係之影響。研究結果發現：醫療口碑會直接正向的影響就診意圖，不會直接影響再診意願，但會透過資訊搜集、方案評估或就診意圖等因素而間接影響再診意願，表示醫療口碑會誘發消費者至醫院就診及再診之動機，對就診行為決策產生正向的影響。

關鍵字

口碑 ； 就診行為

並列摘要

Facing the mass competitive market and strong consumer’s awareness, numerous previous studies have empirically proved that word-of-mouth (WOM) serves as a communication channel in the interpersonal network of consumers and affects consumers’ evaluation of products and their purchasing decisions. Therefore, the purpose of this study was to understand whether or not the medical WOM influenced consumers’ decisions and their behaviors regarding of seeking medical care.
The participants of this study included 50 university students in 12 universities in Taiwan, Taichung City. A questionnaire survey was conducted using convenience sampling. A total of 600 questionnaires were distributed and 587 of them were returned, with 534 valid questionnaires (valid return rate = 90.97%). Acquired data were analyzed using by the statistical software so called SPSS and AMOS, which verified the influences of the variables. The results show that medical word-of-mouth (WOM) exerts direct and positive effects of the patient’s treatment intent, but not on patient’s retreatment willingness. Since the intent of patients ‘s to return for treatment is indirectly influenced by their search information, evaluation of alternatives, and treatment intent, which indicating that medical WOM induces the motivation of patients to seek treatment and their retreatment willingness. Thus, WOM does positively influence the treatment decision making.

並列關鍵字

word-of-mouth (WOM) ； medical care seeking behavior

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