結合體驗行銷、科技接受模式及計畫行為理論探討使用觀光醫療之就醫行為

Combined with Experiential Marketing, Technology Acceptance Model and Theory of Planned Behavior to Explore the use of Medical Care Seeking Behavior Medical Tourism

黃均皓(JYUN-HAO,HUANG)

指導教授 ： 張晴翔

長榮大學/管理學院/經營管理研究所/碩士(2015年)

https://doi.org/10.6833/CJCU.2015.00142

摘要

目前，國內許多醫療院所已逐步朝向企業化經營模式以維持其競爭優勢，但因醫療服務具有無形性及高度專業性及醫療資訊的不對稱性，且國內法令限制，令醫療行銷較不受重視，因此病患及其家屬大多無此方面的專業知識來評斷醫療品質。
爲能讓台灣地區醫療產業對於「醫療行銷」的發展策略更明確，最重要的關鍵因素就在於瞭解影響民眾的就醫選擇之因素；因此，本研究除將整理體驗行銷（Experiential Marketing）並解構結合計畫行為理論（Theory of Planned Behavior，TPB）與科技接受模型（Technology Acceptance Model，TAM）為主要理論基礎外，另將「主觀規範」設定為干擾因素，來測量各因素相互影響之關係。期望能在不違反醫療法規的前提下，確立體驗行銷、科技接受模型、計畫行為理論在就醫行為的理論基礎，進而延伸、發展新的行銷模式。
本研究正式問卷發送期間為104年4月25日至104年6月13日，約八週期間共寄發115份，當中聖馬爾定醫院回收53份問卷，其中有效問卷達29份；彰濱秀傳紀念醫院回收38份問卷，其中有效問卷達17份；高雄醫學大學附設中和紀念醫院回收24份問卷，其中有效問卷達14份；總體而言．剔除填答不完整、亂填問卷共回收得有效問卷60份，有效問卷率達52.17%。經SPSS 18.0軟體做信效度分析且經過迴歸分析探討各構面間的影響關係其研究結果，歸納如下：
根據本研究結果，發現體驗行銷對於知覺有用性沒有顯著影響（P=0.270），顯示「體驗行銷不會正向影響觀光醫療對於消費者的有用性」但體驗行銷對於知覺易用性有顯著影響（P=0.014**）顯示「體驗行銷會正向影響觀光醫療對於消費者的易用性」，也就是說體驗行銷不是消費者唯一有用獲取醫療資源的管道，但卻是簡單易用的；本研究中發現知覺有用（P=0.019**）、易用性（P=0.001***）對於使用態度有顯著影響，驗證了觀光醫療的有用、易用性卻會影響消費者的使用態度；本研究發現知覺有用性（P=0.002***）、易用性（P=0.001***）對使用態度中主觀規範有顯著的干擾影響，也就是說在使用觀光醫療之前，消費者通常會詢問周遭朋友、親人、同事等使用經驗，由其當中的使用經驗，藉以來決定是否採納使用觀光醫療；使用態度對於行為意圖有顯著影響（P=0.000***），亦指消費者的使用經驗態度，給予觀光醫療的正反面評價，亦會決定著是否持續使用觀光醫療，因此「使用態度會正向影響消費者對於觀光醫療的使用行為意圖」。
關鍵詞：觀光醫療、體驗行銷、就醫行為、計畫行為理論、科技接受模型

關鍵字

觀光醫療 ； 體驗行銷 ； 就醫行為 ； 計畫行為理論 ； 科技接受模型

並列摘要

At the present time, Many domestic medical institutions have already gradually turned toward the enterprise business model to maintain its competitive advantage.
Nevertheless because medical treatment service has the invisible and highly profession and the dissymmetry of medical information，And due to the domestic ordinance limits, It isn't valued in medical treatment marketing. Therefore the patients and their family memberses mostly have no professional knowledge to judge medical quality.
In order to be more explicit on "medical marketing "development strategy in Taiwan's medical industry, the most important key factor focus on understanding the influence factor of residents choice in seeking Healthcare .
Therefore this studies not only sort out Experiential Marketingbut deconstruct theory planned behavior It based on technology acceptance model to be a main theoretical fundamental. In addition , Subjective norm is set up as interference factor to measure relation of mutual influence for each factor .
Expect under the premise that is not against the medical laws,then establish experiential marketing and technology acceptance model，theory planned behavior , theoretical fundamental of behavior in seeking Healthcare , then extension, develop the new marketing model .
The formal questionnaire of this studies sends out in the period from April 25, 2015 to June 13, 2015, and mails 115 pc's during 8 weeks .
All the questionnaires had been recalled partially . That included the St. Martin De Porres Hospital's 53 pc's feedback , and among them, the effective questionnaire reaches to 29 pc's .And Chang Bing Show Chwan Memorial Hospital responded 38 questionnaires, among them, the valid questionnaire had 17 pc's . And Kaohsiung Medical University Chung-Ho Memorial Hospital responded 24 questionnaires, among them, the valid questionnaire had 14 pc's. As a whole , after rejected questionnaire which filled answer not completely .Overall effective questionnaire are 60 pc's , and effective response rate are 52.17%.
Through the reliability and Validity analysis by SPSS 18.0 softwares and investigate the influence of mutual relations among each factors with regression analysis . The results of this study are as follows:
Experiential marketing has not significant positive influence on perceived usefulness.(P=0.270）
It shows experiential marketing is not significant positive influent to medical tourism on usefulness of the consumer.
But experiential marketing has significant influence on perceived ease of use.（P=0.014**）
It shows experiential marketing is positive influent to medical tourism on ease of use for consumer .That is to say , experiential marketing isn't a only one channel to obtain medical resource, but it is simply and easily used.
Finding the perceived usefulness (P=0.019**) and ease of use (P=0.001***） in this study have the significant influence on usage attitude .
It proves perceived usefulness and ease of use of medical tourism will influence the usage attitude of consumer .
This study finds perceived usefulness (P=0.002***)and ease of use (P=0.001***) have significant interference influence on subjective norm in usage attitude .
That is to say，before using medical tourism , the consumer usually inquires whole use experience, such as friends, relatives and colleague...etc. According to their experience to decide whether adopts to use medical tourism or not.
Usage attitude has significant influence on behavioral intention .（P=0.000***）
Usage experience and attitude that also points a consumer sets positive or negative value on medical tourism , will also decide whether keep on use medical tourism or not .
Therefore , usage attitude will positively influence consumer's using behavioral intention of medical tourism.

Keyword: medical tourism , experiential marketing , behavior in seeking healthcare , theory planned behavior ,technology acceptance model .

並列關鍵字

medical tourism ； experiential marketing ； behavior in seeking healthcare ； theory planned behavior ； technology acceptance model

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