地區醫院面臨健保壓力,加上與其他醫院提供性質相近的服務,因此可以運用體驗式行銷,讓病患產生身心舒適,與以往不同的體驗。本研究探討不同就醫訊息路徑(ELM)對體驗模組的影響,並進一步分析疾病分類與就診頻率的調節效果。前利以高屏地區2家地區醫院共計100份做樣本,最後針對4家地區醫院發出320份問卷,回收有效問卷298份。研究結果顯示:中央就醫訊息對思考體驗有正向影響;週邊就醫訊息對行動體驗與關聯體驗有正向影響;疾病分類系統與就診頻率會調節就醫訊息對體驗模組的影響。本研究釐清病患不同的就醫訊息所形成的體驗,可提供未來醫療機構若要進行體驗行銷時,應用適當地體驗媒介來增加病患的體驗,建立具差異化的競爭優勢。
After National Health Insurance system implementing, local hospitals with similar services faced much pressure. Therefore, we suggest that hospitals should use experiential marketing to give patients a more comfortable medical care experiences. This study utilized ELM (elaboration likelihood model) to examine the effects on the Experiential Module. We also considered the moderate effect of disease types and patient's frequencies of medical care. 100-pretest samples were initially chosen from 2 local hospitals. Afterward, 320 questionnaires (298 are valid) were formally collected from 4 local hospitals. The results showed that: central medical messages had a positive effect on the ”THINK experience”. Medical peripheral messages had a positive effect on both the ”ACT experience” and the ”RELATE experience”. Disease types and patient's frequencies of medical care moderated the effects of medical messages on the Experiential Module. This study clarified the relationship between medical messages and Experiential Module, and helped medical institutions create a differential competition advantage by using suitable experiential marketing.
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