醫療服務體驗模式-以醫學美容為例

Medical Service Experience Model for Medical Cosmetology

醫療院所自1995年健保政策實施後，醫療機構市場導向的程度愈來愈高，尤其醫學美容這幾年成長十分迅速，由於醫學美容多是由消費者主動決定的醫療行為，因此對於醫療服務體驗也會特別重視。本研究目的包括：（1）探討消費者體驗、體驗價值與體驗行為之間的關係；（2）針對醫學美容建構醫療服務體驗模式（MSEM）。研究對象以具醫學美容經驗之消費者為立意抽樣之對象，共調查1,040份有效樣本，以結構方程模式進行分析。研究結果顯示醫療服務體驗模式（MSEM）可以完整地反應出消費者體驗、體驗價值與體驗行為之間的關係。實務方面的貢獻，可協助醫療院所在經營醫學美容服務時，更全面地瞭解消費者的感受，以採用適合的行銷方式來增強體驗的程度。

With the implementation of the Nation Health Insurance in 1995, all levels of medical institutes were influenced by the constraint of government budget that resulted in a high degree market orientation. Also, medical cosmetology had grown up very fast during these years. Because medical cosmetology is mostly consumer’s initiative, the importance of medical service experience must be particularly emphasized. The purposes of this research include: (1) to discuss the relationships among consumer experiences, experiential value and experiential behavior; (2) to build Medical Service Experience Model (MSEM) for medical cosmetology. We used purposed sampling to interview 1040 samples with medical cosmetology experience and used structural equation modeling to analyze data. The results showed that Medical Service Experience Model (MSEM) could explain the relationships among consumer experiences, experiential value and experiential behavior more completely. In practice, this study can help medical institutions with medical cosmetology services understanding consumers’ whole feels and use appropriate marketing tools to enhance consumer experiences.