病患選擇醫院之關鍵因素及決策行為－以產科病人為例

Key Factors and Decision Behaviors in Patients' Selection of Hospitals-An Example of Obstetrical Patients

陳筱華(Sheau-Hwa Chen) ； 祝道松(Dauw-Song Zhu) ； 徐永新(Yung-Hsin Hsu)

《醫務管理期刊》 2卷1期 (2001/03) Pp. 77-92

摘要

近年來台灣地區的醫療產業環境變化激烈，民眾得以更自由地選擇就醫之醫療場所，且在就醫的選擇決策上扮演積極而主動的角色，因此醫療行銷在醫院管理上益顯重要，醫院若能掌握其市場範圍、善用市場區隔特性、瞭解顧客群對醫院的態度及對醫院形象的評估定位，將會對醫院的營運產生相當幫助。本研究旨在探討病患選擇醫院之關鍵因素及其決策行為，樣本取自高雄縣市婦產科醫院之預產婦，共計237份有效問卷，資料分析以頻率、相關性及變異數分析為主，檢定預產婦對醫院的態度與就診醫院選擇的關係，及對就醫後滿意之影響。研究結果發現整體而言，預產婦對醫師之醫德、醫術、及態度、醫療儀器先進及齊全、環境空間整潔舒適等因素最為重視，此外，在基層醫療院所，儀器先進齊全特別重要；科別完整性則為醫學中心及區域醫院預產婦所關注。在對醫院的態度方面，發現預產婦對於其所選擇的醫院相較於其他醫院呈現較正面的態度。對醫院的態度和就醫後的滿意度也呈現顯著正相關。此外，外向型休閒型態的預產婦在對醫院的態度方面相對於安逸型及不喜旅行型之預產婦較為正面；大專以上學歷、或家庭月所得10萬元以下之預產婦對醫院之滿意度稍低。

關鍵字

醫院選擇 ； 消費者行為 ； 醫療行銷 ； 決策程序

並列摘要

Taiwan has witnessed radical changes in the medical industry. At present patients are offered a variety of choices and play an active role of hospital selection. It has become important for a hospital to precisely understand its market, characteristics of its market segments, customers' attitude and evaluation. The current study investigates the key factors and decision behaviors in patients' selection of hospitals. The sample was drawn from obstetrical patients in Kaohsiung and a structured interview took place on the sample's hospital visit. Totally 237 valid questionnaires were obtained. Frequency, correlation, and ANOVA were used to analyze the data. The results indicate that physician's ethical conduct, medical techniques, and attitude, hi-tech equipment, and physical facility are most important in patients' evaluation. Among them, hi-tech equipment is highly expected of primary care providers while service comprehension of medical centers and regional hospitals. Obstetrical patients give more positive evaluations toward the hospital being selected. Evaluations are positively correlated with satisfaction. Besides, patients who prefer outdoor recreational activities hold more positive attitudes. Patients with a higher education or monthly family income less than NT$100,000 are less satisfied.

並列關鍵字

hospital selection ； consumer behavior ； medical marketing ； decision-making process