Self-paid health examination plays a more significant role for hospital in increasing revenues than ever since the Bureau of National Health Insurance reduced the subsidy for hospitals. In order to understand how a customer's background influences her/his willingness on self-paid health examination, we investigate the relationship between the visit frequency of self-paid health examination and customers' characteristics such as education and income. We used the questionnaire survey method and the sample size was 1510 after eliminating invalid questionnaires. Data were collected from the customers self-paid for their one-day health examination in the southern and northern branches respectively, of a medical center in 2011. Descriptive statistical method was employed to display the demographic and frequency numbers and Log-linear method was used to do the post-hoc analysis. Studies show that southern examination center has higher percentage for the fourth time visit than in northern center. For the factor of education, participants with elementary school level or below have the most visit frequency of selfpaid health examination. On the other hand, participant with monthly salary less than NT$30,000 have the highest possibility to count the self-paid examination as for their first time. Finally, in the southern Taiwan, health examinees with monthly income between NT$70,000 and NT$90,000 are most likely to treat the self-paid examination as for their fourth time or above. Demand for health examination begins to increase as aging of the population is ongoing in Taiwan. In order to increase the revenue, hospital managers need to customize the self-paid health examination for potential customers with different characteristics such as education and income; and the results of this study can provide hospital management for making decisions in designing the self-paid health examination.