台灣中部地區民眾就醫選擇與醫療機構品牌形象相關之研究

A Study of the Relationship between Hospital Choice and Hospital Brand Image in Central Taiwan

鄧維秀(têng wei hsiu)

指導教授 ： 吳天方

亞洲大學/管理學院/經營管理學系碩士班/碩士(2007年)

摘要

政府實施全民健康保險後， 國內醫療環境遽變， 民眾就醫選擇呈現自由且多樣化， 使得醫療機構開始有經營管理的理念， 品牌形象的建立， 目的吸引更多的醫療顧客， 使醫療事業永續生存， 也是現今醫療機構經營管理者必須探究的主要課題。
本研究旨在探討就醫民眾基本特性之不同， 其就醫行為、就醫選擇及對醫療機構品牌形象認知的差異。民眾就醫行為之不同， 其就醫選擇及對醫療機構品牌形象認知的差異。最後分析民眾就醫選擇因素與構成醫療機構品牌形象要素之間是否相關。以台灣中部地區， 十五家醫院包含； 四家醫學中心、三家區域醫院、八家地區醫院， 針對一般性門診（ 內、外、婦產科）就診民眾為研究對象，採便利取樣方式，共計發出500 份問卷， 回收有效問卷484 份。
研究結果發現， 民眾就醫行為與其職業、教育程度、就醫交通工具之不同而有顯著差異。就醫選擇因素之集群與構成醫院品牌形象要素之集群間，以簡單線性迴歸分析，驗證結果，兩者之間有顯著相關。
研究結果提供醫療機構之經營管理者， 做為醫院經營方向及競爭策略計劃之參考。

關鍵字

就醫民眾、就醫選擇、 療機構品牌形象

並列摘要

In the early years, the functions of the most hospi tals are as the non-profi table, service-oriented and less business-compet it ive organizations, pat ients knew less about the medical treatment and the high price medicine is also as a t reatment obstacle. Since the National Health Insurance program was implemented f rom March 1995 by the government, the medical t reatment ecosystem revolut ion started. The choices of pat ients to be treated are versat ile.These changes pushed inst itute of medicines to come out some hospital management ideas, how to establish hospi tal branding image and how to att ract and serve more patients. Let a hospi tal can be a service business and last forever, now is became an important subject for the hospital manager to think about.
The purpose of this research is to study the characterist ics of people, the relationship between their medical seeking behavior and their hospi tal choice. Whether di fferent medical seeking behavior will affect their hospital choice and what hospital brand image stands for to them.
Analyze the relat ionship between hospital choice elements and hospi tal branding image according to the resul t of this research. Our sampling objects are the pat ients of those hospi tals located at the cent ral Taiwan including 4 medical centers, 3 regional hospitals, 8 local hospitals, and many Out -Pat ient Departments （Medical Surgical、Obstetrics ）. Total 484 questionnai res are good and in effective.
The research results show that people medical seeking behavior williv relate to thei r job, educat ion background and by what vehicle they go to hospi tal. The relationship between cluster of hospital choice and the cluster of hospi tal branding image is analyzed by using simple-regression analysis. Af ter verificat ion, the relationship is very obvious and t ied. So that this research resul ts will provide as reference for hospital managers to plan the direct ion of thei r hospital management and competi tive st rategy.

並列關鍵字

Outpatient’s、Hospital Choice、 Hospital Brand Image

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