應用理性行動理論探討民眾就醫行為之研究－－以彰化醫療次區域為例

A Study on the Medical Care Seeking Behavior with Theory of Reasoned Action--An Example of Citizens in Changhua Medical Sub-Region

近年來，由於醫療環境的競爭及健保支付制度的轉變，導致醫療機構在 經營上的困難，而對消費者行為的了解則是研擬行銷策略的基礎。本研究以 Ajzen 與Fishbein （1980） 所提出的理性行動理論（the theory of reasoned action） ，來探討彰化醫療次區域民眾之就醫行為，並以結構式問卷，採配額 抽樣法面訪該區域四鄉鎮之民眾共272 名，調查其就醫之行為態度、主觀規 範、就醫意向與就醫之實際行為，並以複迴歸等分析探討影響就醫意向的可 能因素。研究結果發現理論各構面變項均達顯著正相關，表示理論適用於民 眾之就醫行為，且民眾在各醫院的就醫意願與實際行為上，所影響的考量因 素也不同。最後再根據研究結果對醫院管理者提出建議，以提供在行銷運用 方面的參考。

In recently years, due to the competition of medical market and the transformation of medical care payment system, it is difficult to operate health care organizations. Nevertheless, to understand the consumer behavior is the basis of draw up the marketing strategy. The theory of reasoned action (Ajzen & Fishbein, 1980) is used to investigate the related factor of people's medical seeking behavior in Changhua medical sub-region. Total of 272 people were interviewed in this study by quota sampling method. A stuctrued questionnaire was used to survey the behavioral attitude, subjective norm, intention to medicine-seeking and actual behavior. A multiple regression was conducted to explore the possible factors associated with people's intentions to seek medical care. The outcome showed that each variable of the theory achieve significant correlation, it indicates the theory is applied to medical seeking behavior. Furthermore, in the intention to medicine-seeking and actual behavior, the consideration factors of the public are also different. Some managerial implications were proposed according to the results, expected to be a valuable reference in marketing strategies for healthcare organizations.