醫療觀光之服務價值模式：低侵入性醫療之實證

本研究欲了解台灣醫療觀光之發展，並建構一個結合醫院與個人觀點，且能夠吸引外國人前往台灣與增加他們對醫療旅遊價值的服務價值模式。本研究先從質性研究開始，藉由專家訪談確認服務價值模式之重要因素，接著進行實證研究，以問卷調查之方式收集醫療旅遊消費者資料。研究結果發現服務品質、醫療機構之信譽與醫療機構之形象是遊客對醫療觀光之認知價值的重要前置因素；態度、滿意度與購後行為意圖則為認知價值之結果變數。另外本研究所推導之研究架構及實證結論亦可做為後續研究與業者推動醫療觀光之重要參考依據。

This study explores the issue of medical tourism in Taiwan, and develops a service value model by integrating the perspectives of both medical institutions and individuals. This study starts with expert interviews, and the opinions thus obtained are then used to develop the research hypotheses and carries out a quantitative empirical study. The findings indicate that service quality, credibility and image of medical institution are three antecedents to enhance customer perceptions of service value with regard to medical travel. Attitude, satisfaction with medical tourism and post-purchase behavioral intention are three consequences of service value. The results suggest that the service value model developed in this study can help explain the complex behaviors associated with medical tourism.