南向國家民眾使用國際醫療網站之初探

Preliminary Investigation on Intention of Using International Medical Websites in People of Southbound Countries

東協與南亞為經濟成長較快的區域，吸引了許多國家的投資，因此臺灣積極透過新南向政策，與南向各國共用資源、人才與市場，創造互利共贏的新合作模式。而我國醫療水準受到國際肯定，因此在東南亞各國往國外就醫需求相當高的情況下，國際醫療網站將成為吸引遊客來臺灣接受醫療服務的重要推廣管道，因此本研究目的為探討南向國家民眾對臺灣醫院的國際醫療網站的使用意圖。研究採用問卷調查進行資料收集，共計回收102份有效問卷，並採用SPSS與SmartPLS軟體來進行資料分析。研究結果發現，網站資訊性與網站互動性會影響態度|主觀規範、知覺行為控制與臺灣形象則會影響使用意圖。研究結果有助於醫療機構改善國際醫療網站與行銷手法，以提升南向各國民眾使用網站意圖。

Countries of Association of Southeast Asian Nations (ASEAN) and South Asia with rapid economic growth attract investments from many countries. Through the new southbound policy, the government actively share resources, talent, markets, and seek a new cooperation model for mutual benefits and win-win situations with southbound countries. Medical technology in Taiwan has recognition for international community. When the southbound countries increase the demands for medical service to overseas, the international medical websites of each hospital become an important channel for attracting people to Taiwan for medical services. Therefore, the aim of this study investigate the factors influence intention for using the international medical websites for southbound country peoples. Our data were collected through questionnaire, and 102 complete and valid questionnaires were returned. SPSS and SmartPLS software were used to analyze. The results revealed that website information and interaction positively influence attitude. Subjective norms, perceived behavioral control, and Taiwan image positively influence intention to use. This study can help Taiwan hospitals improve their international website and marketing strategy to increase the people of southbound countries intention to use.