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  • 學位論文

醫療美容消費族群對觀光醫療之行為動機模式

The Motivation of Medical Cosmetology Customers to the Medical Tourism

指導教授 : 張碧峰 博士 張庭彰 博士
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摘要


本研究的主要目的為:一、探討使用醫學美容族群就醫選擇的因素。二、探討使用醫學美容族群觀光旅遊選擇的因素。三、探討使用醫學美容族群對醫學美容療程以觀光醫療方式施行之期望。 本研究以問卷調查法蒐集資料,採立意取樣方式進行,針對目前北部地區三家具有醫學美容中心之醫療院所,其醫學美容使用消費族群為研究對象。總計共發出270份問卷,回收有效問卷210份,回收率82.68%。經由統計分析得知,受訪者希望由醫療院所主導安排一年一次介於3-7天內,以觀光為主、醫學美容為輔扣除醫學美容服務費用不超過3萬元預算,定點的醫學美容觀光醫療行程。 在醫學美容就醫選擇因素中,「醫療服務品質與服務態度」排在首位,其次是「醫院與醫師整體聲望」,「對自我外表的注重」與「醫院環境、設備與交通」排在第三及第四,最後是「推薦、過去使用經驗與媒體廣告宣傳」。在選擇旅遊動機因素中,「身心鬆弛與健康養生」位居首位,其次是「求知學習、體驗大自然與文化參訪」,第三是「社交人際關係」,最後的是「參加非自助式旅遊行程」。且各構面因素間成顯著的正相關。 研究發現消費者在以醫學美容服務的觀光醫療行程中並沒有太多的明顯期望,在消費者決策過程行為模式中首要的就是需求確認,沒有購買需求或是過多的外部資訊可供尋求時,消費者便裹足不前。

並列摘要


The objectives of the research: 1) evaluate the issues the medical cosmetic population would consider in choosing the medical hospital. 2) Evaluate the possibility of developing tourism combined with medical cosmetic. The research used questionnaire to collect the data and survey responsers were chosen in 3 medical cosmic department. We totally sent out 270 copies of questionnaire, and 210 copies were replied, the repled rate was 82.68%. The results showed that survey responsers wanted the medical cosmetic departments arranged the package for them including the tourism trip and the cosmetic services. The duration of the package around 3~7 days/year. Morover, the wanted the package major in tourism and minor in the the medical cosmetic services, while the amount around NT: 300000. For the factors which affect Medical Cosmetology Customers to make the decision, the medical service quality and general service attitude at the first priority, while the famous or not of hospital and doctors in the second place. To the general appearance of the customer and the remained at the third and fourth place respectively. The final factor was others’ suggestion, previous experience and the mass media advertisement. Moreover, factors affecting customers to choose the tourism including general relax and enjoyment remain in the first priority. While placed in the second. The third one is , the final one is . The factors mentioned above were in proportional relationship. From our research, the responsers actually did not understand about such tourism package: tourism trip combined with medical cosmetic services. May be due to no such information heard in the mass media up to now. Our conclusion was that, consumer will and need of the service or the product was the single most important factor would affect patient buying stragetgy. If patient did not need the product or service or no available information about the product, they would hesitated to make the decision.

參考文獻


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被引用紀錄


李欣倚(2014)。兩岸醫學美容市場之分析〔碩士論文,淡江大學〕。華藝線上圖書館。https://doi.org/10.6846%2fTKU.2014.01076
郭皖婷(2014)。以VRIO架構探討美醫中心經營陸客來台從事醫療觀光之優勢〔碩士論文,中原大學〕。華藝線上圖書館。https://doi.org/10.6840%2fcycu201400015
吳美智(2011)。觀光醫療產業經營模式之探討與分析以北部醫院為例〔碩士論文,元智大學〕。華藝線上圖書館。https://doi.org/10.6838%2fYZU.2011.00042
林怡吟(2011)。探討台灣目前發展國際醫療行銷策略與外籍病患就醫選擇因素間之差異〔碩士論文,臺北醫學大學〕。華藝線上圖書館。https://doi.org/10.6831%2fTMU.2011.00007
林世強(2014)。顧客滿意度與忠誠度調查:某醫學美容中心之消費者研究〔碩士論文,國立臺灣大學〕。華藝線上圖書館。https://doi.org/10.6342%2fNTU.2014.00429

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