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研究生:謝欣怡
研究生(外文):Hsin-Yi Hsieh
論文名稱:消費者選擇微整型醫學美容服務提供者決策因素分析之研究
論文名稱(外文):A Study of Critical Selection Criteria for Mini-invasive Aesthetic Service Providers
指導教授:白凢芸
指導教授(外文):Fan-Yun Pai
學位類別:碩士
校院名稱:國立彰化師範大學
系所名稱:行銷與流通管理研究所
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2011
畢業學年度:99
語文別:中文
論文頁數:141
中文關鍵詞:微整型醫學美容決策實驗室法網絡程序分析法選擇醫療服務提供者
外文關鍵詞:mini-invasive aesthetic servicesDEMATELANPMedical Service Provider Selection
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消費者對於執行微整型醫學美容服務的接受度越來越高,各醫療院所紛紛推出相關業務來爭搶客戶,使得微整型醫學美容產業界競爭逐漸激烈,為了在市場競爭中佔有一席之地,瞭解消費者的重要決策準則就成為業者重要的課題。
由於微整型醫學美容具有結果不確定性及資訊不對稱性等風險,所以消費者在選擇服務提供者之過程的評選準則係複雜且多元的,本研究利用決策實驗室分析法(DEMATEL)找出準則之間的因果關係後,以分析網絡程序法(ANP) 找出消費者的關鍵評選準則。
為了瞭解消費者考慮的相關準則,本研究首先舉辦三場焦點團體訪談並結合相關文獻發展六項準則及24項次準則之DEMATEL問卷,共計回收46份有效問卷,結果發現醫生專業技術能力、醫事人員特質、服務完整性等三個準則是主要影響源,將未影響其他準則刪除後,將評選準則縮減為四項準則及15項次準則,並以此結果建立ANP決策模型及設計問卷,共計回收53份,經由分析後找出關鍵的消費者決策因素為諮詢服務、醫療院所聲譽、售後服務、程序和效率及先前顧客成果。
業者了解消費者在選擇決策上的考量權重後,可以針對關鍵性的決策因素投入資源提升其競爭力進而獲取消費者的青睞。

關鍵字:微整型醫學美容、決策實驗室法、網絡程序分析法、選擇醫療服務提供者
There are more and more people willing to accept mini-invasive aesthetic services. Although potential customers increase, providers increase as well. Even hospitals, also, establish mini-invasive aesthetic services department to provide related service to attract consumers/patients. The service providers face keep competition. In order to increase market share or to improve profits, it is important for the providers to understand what criteria which consumers care about and their priorities when customers evaluate a mini-invasive aesthetic service provider.
The purpose of this study is to explore critical criteria a customer (patient) considers when choosing a mini-invasive aesthetic service providers. Because of the asymmetric information and remedy risk in mini-invasive aesthetic services, the criteria consumers consider in provider choice are highly diverse and complex. This study selects 6 criteria and 24 sub-criteria derived from literature and the interview result of focus group to conduct DEMATEL and ANP analysis.
And then we applied DEMATEL to analyze the relation among criteria. According to forty-six experts’ opinion, the result shows that doctor’s expertise, medical staff’s characteristics, services completeness and service provider’s characteristics are the main factors affecting other criteria.
We, then, apply DEMATEL analysis result to construct ANP-model and calculate criteria weights according to inputs provided by the fifty-three experts’ questionnaire. It is found that service provider’s consulting service, service provider’s reputation, post-sale service, process and efficiency and pervious success are the top 5 critical selection sub-criteria. Mini-invasive aesthetic service providers could invest more resources in these critical selection criteria to attract customers and to increase market share and profit.

Keywords: mini-invasive aesthetic services, DEMATEL, ANP, Medical Service Provider Selection
目錄 I
圖 目 錄 III
表 目 錄 IV
第一章 緒論 1
第一節 研究動機 1
第二節 研究目的 5
第三節 研究流程 5
第二章 文獻探討 7
第一節 微整型醫學美容產業介紹 7
第二節 購買微整型醫學美容服務之決策評估準則 11
第三節 決策實驗室分析法 19
第四節 分析網絡程序法 22
第三章 模型建構方法 28
第一節 研究架構設計 28
第二節 焦點團體訪談法 30
第三節 DEMATEL模型建構 31
第四節 ANP模型架構 36
第四章 研究結果分析與討論 40
第一節 選定評估服務準則 40
第二節 決策實驗室法結果 48
第三節 網絡程序分析法結果 67
第四節 討論 79
第五章 結論 81
第一節 研究結論 81
第二節 研究貢獻 82
第三節 研究限制與後續研究建議 83
參考文獻 85
附錄一 有經驗消費者DEMATEL問卷 94
附錄二 醫療工作者DEMATEL問卷 99
附錄三 有經驗消費者ANP問卷 104
附錄四 醫療工作者ANP問卷 115
附錄五 二十四項次準則之DEMATEL運算步驟 126
附錄六 分群比較之ANP結果 131
附錄七 ANP相依性成對比較矩陣結果 133

圖 目 錄
圖1.1研究流程圖 6
圖2.1 AHP和ANP架構比較圖 23
圖2.2 ANP網絡關聯圖 25
圖3.1研究架構圖 29
圖3.2 DEMATEL運算步驟及流程 31
圖3.3因果關係圖 36
圖3.4 ANP運算步驟及流程 36
圖4.1主要準則之因果關係圖 52
圖4.2醫生專業技術能力次準則之因果關係圖 56
圖4.3醫事人員特質次準則之因果關係圖 58
圖4.4醫療院所特質次準則之因果關係圖 60
圖4.5服務完整性次準則之因果關係圖 62
圖4.6相關成本次準則之因果關係圖 64
圖4.7相關成本次準則之因果關係圖 66
圖4.8ANP層級架構圖 68
表 目 錄
表2.1 消費者醫療決策準則相關研究 15
表2.2 決策準則 18
表2.3 DEMATEL相關研究 21
表2.4 ANP相關研究 27
表3.1 DEMATEL問卷評分尺度 32
表3.2 總影響關係矩陣之行列運算 35
表3.3 ANP 比較尺度 37
表3.4 隨機指標 39
表4.1 焦點團體成員基本資料 41
表4.2 焦點團體成員決策準則 45
表4.3 決策準則 47
表4.4 有經驗消費者樣本結構表(樣本數=22) 48
表4.5 醫療工作者樣本結構表(樣本數=24) 49
表4.6 六準則總影響關係矩陣之行列運算 51
表4.7 主要準則影響關係表 52
表4.8 醫生專業技術能力次準則之總影響關係矩陣 54
表4.9 醫生專業技術能力次準則之行列運算 55
表4.10 醫生專業技術能力次準則間影響關係表 55
表4.11 醫事人員特質次準則之總影響關係矩陣 57
表4.12 醫事人員特質次準則之行列運算 57
表4.13 醫事人員特質次準則間影響關係表 57
表4.14 醫療院所特質次準則之總影響關係矩陣 59
表4.15 醫療院所特質次準則之行列運算 59
表4.16 醫療院所特質次準則間影響關係表 59
表4.17 服務完整性次準則之總影響關係矩陣 61
表4.18 服務完整性次準則之行列運算 61
表4.19 服務完整性次準則間影響關係表 61
表4.20 相關成本次準則之總影響關係矩陣 63
表4.21 相關成本次準則之行列運算 63
表4.22 相關成本次準則間影響關係表 64
表4.23 相關推薦次準則之總影響關係矩陣 65
表4.24 相關推薦次準則之行列運算 65
表4.25 相關推薦次準則間影響關係表 66
表4.26 有經驗消費者樣本結構表(樣本數=22) 69
表4.27 醫療工作者樣本結構表(樣本數=31) 70
表4.28 決策準則之成對比較矩陣一致性檢定 71
表4.29 醫生專業技術能力影響各準則間相互依賴關係成對比較矩陣 72
表4.30 醫生學經歷及證照影響之成對比較矩陣 73
表4.31未加權超級矩陣 74
表4.32加權超級矩陣 75
表4.33極限化超級矩陣 76
表4.34ANP決策準則權重評估結果 77
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64. Wu, W. W. (2008), “Choosing knowledge management strategies by using a combined ANP and DEMATEL approach,” Expert Systems with Applications, 35, pp.828-835.
65. Wu, W. W. and Y. T. Lee (2007), “Selecting knowledge management strategies by using the analytic network process,” Expert Systems with Applications, 32, pp.841-847.
66. Wu, C. R., C. T. Lin, and H. C. Chen (2009), “Integrated environmental assessment of the location selection with fuzzy analytical network process,” Quality and Quantity, 43, pp.351-380.
67. Yang, G., L. F. Xiang, and M. H. Gold (2010), “5-Aminolevulinic Acid-based Photodynamic Intense Pulsed Light Therapy Shows Better Effects in the Treatment of Skin Photoaging in Asian Skin A Prospective, Single-blinded, Controlled Trial,” Journal of Clinical and Aesthetic Dermatology, 3(3), pp.40-43.

三、 網路資源
1. American Society of Plastic Surgeons, 2010. “2009 Plastic Surgery Procedural Statistics,” 2010.10.21 http://www.plasticsurgery.org/Media/Statistics.html
2. International Society of Aesthetic Plastic Surgery, 2010. “ISAPS International Survey on Aesthetic/Cosmetic Procedures Performed in 2009,” 2010.10.21. http://www.isaps.org/stats.php
3. 廖苑利 (2010),台灣醫學美容診所發展趨勢與市場概況,IEK產業情報網,2010年12月25日,http://ieknet.iek.org.tw/BookView.do?rptidno=824222664
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