民眾選擇醫療資訊媒體通路及對就醫決策影響之探討－－以嘉義市某區域教學醫院之就醫民眾為例

The Study of the Public Selection of Medical Information Sources and the Impact on Decision Making for Seeking Medical Advice

從消費者的購買行為模式來看，在整個購買決策過程中，自需求產生到 實際購買之間，消費者大多先會經歷收集資訊的階段，予以評估後再決定購 買與否。而以往由於醫療服務的特性，在高度專業的情形下，民眾就醫前， 並無法有效收集且獲取大量的相關資訊；但近年來，隨著資訊傳播的多元化 與取得方便、民眾知識水準的大幅提昇，再加上現今醫療市場的競爭及健係 支付制度的轉變，醫療相關訊息的提供，已成為醫療機構吸引病患來院的方 式之一。 本研究靜、以嘉義市某區域教學醫院之就醫氏眾為例，針對氏眾對於醫療 資訊之需求、資訊獲得來源、資訊信任程度及其影響就醫決策程度等四方面 進行相闋的探討，期能提供醫療機構在媒體行銷運用上之參考。

According to the customer's purchasing behavior model, when practicing the needs into the actual purchasing, most customers gather information first during the decision-making process. They will decide to buy it or not after evaluating the information. In the past, owing to medical services being highly professionalized, the public could not efficiently gather and be aware of the considerable amounts of information before seeking for medical advice. However, with the diversity and availability of information dissemination and substantially improved knowledge standard of the public in the recent years, this is changing. Furthermore the competition of the medical market and the transformation of the medical care payment system forced healthcare providers to release more information to the public as a tool to attract more patients. This research survey was constructed from patients of a regional teaching hospital in Chia-yi city and focused on the investigation of medical information needs, information resources, the extent of information trust and influence. This research is expected to be a valuable reference in marketing strategies for healthcare organizations.