消費者對醫療服務的評估與選擇模式

The Customer's Choosing Model in Medical Services

本研究主要在探討消費者如何對醫療服務進行評估及選擇。以消費者對 醫療服務的涉入度及其對醫療服務的暸解程度作為分析基礎，探討這兩個因 素是否對其評選模式產生影響。在選取成冒、胃j貴揚以及癌症來代表低、 中、高三種不同涉入度的醫療服務後，進行統計分析，研究結果發現：消費 者對醫療服務的涉入程度及專業知識程度的不同，的確會對其所使用的評選 模式會有差異，且差異程度有所不同。大多數人會使用非互補的選擇模式來 選擇就診醫院，且最重視的評估線索為醫療服務的專業水準。此外，研究發 現消費者對醫療服務的涉入程度雖高、但專業知識明顯不足，因此醫療事業 的行銷策略應有別於一般服務業，主要應著重於推廣醫院所能提供給就診者 的利益，並試著提供豐富完善的資訊管道，從而增強醫病之間的互信，以增 進醫療院所與社會大眾的關條。

This study takes the medical service as an example to discuss the evaluation and choice models of professional services. The main purpose is to see whether consumers involvement and knowledge of medical services will affect their evaluation and choice models. In this study, the common cold, stomach ulcer and cancer are chosen to represent medical services with low, median and high involvement. After statistic analyses, it can be concluded that consumers' involvement and knowledge of medical services indeed make differences to their evaluation and choice models with different levels. Non-compensatory model is a mainly method to decide hospitals and the professional agilities is the most important factor to evaluate. Moreover, the marketing mix used by hospitals must be different from general service industries. The focus should be on the benefits for customers and providing information through diversified channels.