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E89076
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病患選擇醫院之關鍵因素及其決策行為之探討
A Study on the Key Factors of Patients\' Choosing Hospital and Their Decision-making Behavior
1.徐永新
1.Yung-hsin Hsu
1.國立東華大學企業管理學系
1.Department of Business Administration, National Dong Hwa University
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1.國立東華大學企業管理學系
1.Department of Business Administration, National Dong Hwa University
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1.行政院國家科學委員會
1.National Science Council
A.14 計畫執行期間(起):1999-08-01
A.14 計畫執行期間(訖):2000-07-31
A.16 收到日期:2002-04-16
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高雄地區各婦產科醫院、診所之產檢孕婦

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C.2 聯絡日期:2002-04-16
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1.國立東華大學企業管理學系
1.Department of Business Administration, National Dong Hwa University
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C.7 資料公開日期:2003-08-01
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1.決策程序
2.消費者行為
3.對醫院的態度
4.選擇醫院
5.醫療行銷
1.Attitude toward Hospitals
2.Consumer Behavior
3.Decision-Making Process
4.Healthcare Marketing
5.Hospital Choosing
 近幾年來台灣地區的醫療產業環境變化相當地激烈,尤其在民國八十四初政府推動全民健保以來變化尤甚。在全民健保的制度下,民眾有更多自由選擇就醫之醫療 場所的機會,而且在就醫的選擇決策上也扮演著相當積極而主動的角色,因此醫療行銷在醫院管理上益顯得重要,此時,醫院若能掌握其市場範圍、善用市場區隔特 性、瞭解其顧客群對醫院的態度及對醫院形象的評估定位情形,將會對醫院的營運產生相當積極正面的效果。本研究主要在探討病患選擇醫院之關鍵因素及其決策行 為,樣本係取自高雄縣市婦產科醫院或診所就診之孕婦,共計 237 份有效問卷,資料的分析採用次數百分比及變異數分析為主,以檢定孕婦對醫院的態度對就診醫院選擇的影響,及孕婦對醫院的態度和就醫後滿意度的關係等。研究 結果發現整體而言,孕婦分別對醫師的醫德、醫師的醫術、醫師態度親切、醫療儀器的先進及齊全、環境空間整潔及舒適等因素最為重視,此外,在基層醫療院所, 儀器的先進齊全特別重要﹔科別完整性則為醫學中心及區域醫院孕婦所關注。在對醫院的態度方面,發現孕婦對於其所選擇的醫院相較於其他醫院呈現較正面的態 度。對醫院的態度和就醫後的滿意度也有顯著的正相關。此外,外向型生活型態的孕婦在對醫院的態度方面相對於內向型及靜態型活動生活型態之孕婦較為正面。

The healthcare environment faced by the hospitals has changed dramatically in the recent decades, especially since the implementation of the national health insurance. Under the system of national health insurance, people have more opportunities to choose the hospital by their will and play a more active role in the medical decision process. Meanwhile, it will result in a relatively positive effect on the operation for hospitals to emphasize the application of healthcare marketing and to recognize the attitude of patients toward hospitals. The main purpose of this study is to explore the key factors of patients\' hospital choosing and their decision-making behaviors. The empirical analysis is based on a sample of 237 pregnant women sampled from obstetric and gynecologic hospitals or clinics located in Kaoshung, Taiwan. The results show that physians\' ethic, physians\' expertise, physians\' attitude toward patients, the advancement and completeness of medical equipment, and environmental cleanness and comfort are, among others, the most important factors considered. The attitude of pregnant women toward the hospital choosed is more positive than toward other hospitals. In addition, the correlation between the attitude of pregnant women toward hospitals and satisfaction is significantly positive. The pregnant women with a social lifestyle bear a more positive attitude than those with an inward or indoor-activity lifestyle.

D.16 完成檢誤日期:2003-05-14
D.17 預定釋出日期:2003-08-07
D.18 初次釋出日期:2003-08-07
D.19_1 最新版釋出日期:2003-08-07
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10.6141/TW-SRDA-E89076-1
https://efenci.srda.sinica.edu.tw/webview/index.jsp?object=https://efenci.srda.sinica.edu.tw:80/obj/fStudy/E89076
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