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研究生:張瀞文
研究生(外文):Chin-Wen Chang
論文名稱:醫療顧客價值與就醫行為之研究
論文名稱(外文):A Study of Medical Customer Value and Medical Care Seeking Behavior
指導教授:黃志文黃志文引用關係
指導教授(外文):Chih-Wen Huang
學位類別:碩士
校院名稱:淡江大學
系所名稱:國際貿易學系
學門:商業及管理學門
學類:貿易學類
論文種類:學術論文
論文出版年:2003
畢業學年度:91
語文別:中文
論文頁數:197
中文關鍵詞:醫療顧客價值就醫行為
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在面對醫療服務市場日趨激烈的競爭與多元等供給面因素,就醫民眾對醫院診所之需求變得多樣化,而可供其選擇的範圍也愈來愈廣。能夠為主動提供患者最高醫療顧客價值的醫療院所,才能主動吸引患者上門求醫。有關價值的認知,在過去學者的研究可將其歸納為認知的獲得與認知的犧牲兩者,輔以其他學者對顧客價值的相關探討,延伸出醫療顧客價值的衡量變項。
本研究採分層比例隨機抽樣法,以台北市12個行政區各層級復健物理治療醫療院所之門診病患為研究對象,以自行設計的結構式問卷訪問,共完成1240份有效問卷,回收資料以適合度檢定得知樣本足以代表母體,透過因素分析萃取出醫療顧客價值與就醫行為之構面;以集群分析將醫療顧客價值分群,鑑別分析探究分群之穩定度;變異數分析、正典相關分析用以瞭解二者間之關連性。並深入探索各醫療顧客價值分群、就醫行為特性、人口統計變數特性與醫療狀況等。期能更瞭解醫療行為,並依實證研究推論之結果,提出適當的建議。
研究結果發現:
1.醫療顧客價值的分群依據來自「醫病互動」、「診療諮詢」、「自付療程」、「療效至上」及「層級導向」五個構面,分為「附加諮詢價值群」、「全面關注價值群」與「隨和中庸價值群」三群。
2.不同的就醫行為在醫療顧客價值群間具有顯著差異。
3.「性別」、「年齡」、「婚姻狀況」、「教育程度」、「職位」、「家庭月平均收入」、「行政區」、「醫院層級」及「治療科別」等九項變數在就醫行為因素上有顯著差異。
4.三個醫療顧客價值集群在「年齡」、「教育程度」、「職業」、「家庭月平均收入」、「行政區」、「醫院層級」與「就診頻率」上存在顯著差異。
Abstract :
After the enforcement of National Health Insurance in March 1995, the Medical Care Market is becoming highly competitive. With more and more options, consumers in Taiwan are facing more choices when making decisions from a variety of medical services. Depending on the perceiving of quality, service, and value, consumers consider choosing the preferable place for the medical care. Therefore, providing the value what patients is becoming the key to maintain hospitals’ competitive edge. In past researches, perceived value can be divided into two categories - perceived benefit and perceived sacrifice. This study aims to explore the dimensions of medical customer value and patient''''s medical care seeking behavior. The use of demographics and medical attributes are tried to investigate the characteristics of medical customer value groups.
The data were obtained from a stratified random proportional allocation sampling from the outpatients of physical therapy in Taipei. Several statistical inference methods are used to dissert the datum, such as factor analysis, cluster analysis, analysis of variance, discriminate analysis, canonical correlation analysis, and chi-square test.
The results of this research are as follows:
1.Medical customer value groups can be divided into five dimensions- “the doctor- patient relationship,” “treating and counseling,” “treatment out of packet,” “for top outcome,” and “level- oriented” with following three groups.
(1) Additional Counsel Group; (2) Total Consideration Group; (3) Middle Course Group.
2. Patient''''s medical care seeking behavior has significant effect on different medical customer value groups.
3. Patient''''s medical care seeking behavior is different because of ''''gender'''', ''''age'''', ''''marital status'''', ''''education attainment'''', ''''occupation '''', ''''monthly average household income'''', ''''administrative division'''', ''''the level of hospital '''' and, ''''specialty''''.
4. The distribution of different medical customer value groups have significant differences in ''''age'''', ''''education attainment'''', ''''occupation '''', ''''monthly average household income'''', ''''administrative division'''', ''''hospital type'''', and ''''medical utilization''''.
目   錄
目   錄............................................I
圖 目 錄........................................... Ⅲ
表 目 錄........................................... Ⅳ
第一章 緒論..........................................1
第一節 研究背景及動機................................1
第二節 研究目的......................................3
第三節 研究範圍與對象................................4
第四節 研究流程......................................5
第二章 理論基礎及文獻探討............................6
第一節 顧客價值之內涵及形成..........................6
第二節 消費者行為模式及就醫行為理論.................18
第三節 相關研究回顧.................................29
第四節 觀念性架構...................................37
第三章 研究設計.....................................38
第一節 操作性定義...................................39
第二節 研究假說.....................................40
第三節 問卷設計.....................................45
第四節 抽樣設計與樣本結構...........................49
第五節 信度分析.....................................61
第六節 分析性架構與分析方法.........................65
第四章 資料分析.....................................71
第一節 醫療顧客價值之分析...........................72
第二節 就醫行為之分析...............................92
第三節 醫療顧客價值集群在人口統計變數上之分析......109
第四節 人口統計變數在就醫行為因素上之分析..........128
第五節 醫療狀況在就醫行為因素上之分析..............141
第六節 醫療顧客價值集群在醫療狀況上之分析..........146
第七節 研究結果彙總................................151
第五章 研究結論與建議..............................159
第一節 研究結論與發現..............................159
第二節 研究限制....................................177
第三節 後續研究建議................................178
參考文獻............................................179
附 錄............................................194
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