民眾參與行動醫療的涉入程度、體驗行銷、滿意度及後續行為之研究─以嘉義縣行動醫療為例

Public’s Involvement,Experiential Marketing,Satisfaction and Post-Purchase Behavior in Mobile Healthcare Participation

劉典科(Dian-Ke Liu)

指導教授 ： 盧龍泉

國立中正大學/管理學院/企業管理學系/碩士(2013年)

摘要

由於科技的進步，無線醫療資訊系統已被視為最具提昇醫療效益的工具之一，嘉義縣「行動醫療」，服務迄今已將近10年且超過10萬人次，這項全國首創的「行動醫療」，除了提供基礎醫療，更有多項政策面的健康篩檢。

然而，行動醫療為救人的事業，為公部門的醫療品牌，社會大眾往往賦予較高的期待及法律上的要求。本研究利用學術性研究的方式，探討民眾對行動醫療的評價及體驗滿意度及後續行為的概況，期待成果能幫助改善行動醫療及健康篩檢的計畫。

本研究運用問卷方式，將所蒐集有效樣本457份，以描述性統計分析、信度分析、因素分析、相關分析及迴歸分析進行資料探討分析，研究可歸納出以下結論：
一、人口學變項的分析發現除了性別之外，其餘年齡、教育程度、職業、居住地、個人所得、前來次數、參與項目、及陪同者對部份研究構面均存在顯著差異。
二、相關分析發現，涉入程度與體驗行銷、滿意度、及後續行為存在正向相關；體驗行銷與滿意度、後續行為存在正向關係；滿意度與後續行為的忠誠度存在 在正向關係，與抱怨行為則不顯著。
三、迴歸分析發現，涉入程度的吸引力對體驗行銷存在正向關係；體驗行銷的部分構面，分別與滿意度、後續行為存在正向關係；滿意度對後續行為的忠誠度存在正向關係。

關鍵字

行動醫療、涉入程度、體驗行銷、滿意度、購後行為

並列摘要

Thanks to the advancement of high technology, the wireless medical information system has been recognized as one of the most beneficial tools that improves medical benefits. The “mobile healthcare” in Chiayi County has been providing medical services to over 100 thousand people for almost a decade. The pioneering “mobile healthcare” do not only provide basic medical care but also implement various health screening at policy level.

Nevertheless, mobile healthcare is a life-saving business, as well as one of the medical brands of the public sector; subsequently the public usually has high expectations and legal requests for it. In this study, the academic research is adopted to discuss the general situation of the public’s reviews of mobile healthcare, satisfaction after experiencing the services and the public’s post-behavior. It is expected that the research results can help improve the overall mobile healthcare and health screening projects.

Questionnaire survey was carried out in this research and data analysis methods such as descriptive statistics, reliability analysis, factor analysis, correlation analysis and regression analysis were employed to analyse the total 457 valid samples. The summary of the results are:
i.The analysis of demographic variables suggests that except for gender, there are significant discrepancies in other variables such as age, education, occupation, place of residence, personal income, the number of attendance times, items of participating and the patient’s escort’s research perspectives.
ii.The results of correlation analysis show that there are significant relations between involvement and experiential marketing, satisfaction and post-behavior.
iii.According to the regression analysis, the results represent that the “attraction” of involvement has notable effects on experiential marketing, which also has significant effects on some of the perspectives in experiential marketing, such as satisfaction and post-behavior. satisfaction also affect “loyalty” of post-behavior noticeably.

並列關鍵字

Mobile Healthcare, Involvement, Experiential Marketing, Satisfaction, Post-purchase Behavior

參考文獻

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