以醫院策略性體驗模組觀點探討民眾再度就醫意願之整合影響模式研究──就醫目的之干擾效果

A Study of Integrated Model for Hospital Strategic Experiential Modules and Customers' Willing Re-visiting -The Moderating Effect of Hospital Utilization Purpose

目的：在醫療服務產業，常忽略民眾就醫決策過程中之情緒就醫經驗亦為選擇就醫決策變項之ㄧ；而醫療服務民眾就醫體驗過程意識清楚與否之相關就醫目的，在民眾體驗過程亦應扮演著干擾效果，這與一般消費品體驗過程顯然有異，其體驗價值亦應有所差異。本研究以以醫院策略性體驗模組觀點探討民眾再度就醫意願之整合影響模式，並以了解其民眾就醫目的之干擾效果。方法：本研究採立意抽樣法以醫院病人及民眾為對象，共發放計有329份問卷，有效回收率為91.1％。測量變數項目整體Cronbach's α值為0.946，效標關聯效度值為0.895，各構面建構效度值介於0.406~0.772，使用SPSS17.0及AMOS 17.0統計軟體進行分析，以驗證本研究之相關假設檢定。結果：結果顯示本研究模式之整體配適度佳，且進行複核效化驗證，其各tandardized Regression Weights，各測量項目可被因素所解釋之能力足夠，無需再進行修正；在策略性體驗模組之議題上，行動及情感為最具效果，其次為思考；民眾之就醫目的，在策略性體驗模組對體驗價值的影響中，確實產生正向干擾效果。結論：在如何提高民眾之再度就醫意願之議題上，經營或行銷當局應重視就醫目的為急診或住院之民眾就醫服務過程、適時強化策略性體驗模組之使用、以增加民眾之體驗價值、提高顧客滿意進而使民眾之再度就醫意願高。

Purposes: The affective experience of hospital visits by patients is often neglected by the medical service industry, but this can be an important variable in the decision-making process that determines in which hospital people would choose to receive treatment. Consciously or not, the purpose of the hospital visit may as also be a factor in people’s hospital experiences. This study examined an integrated model of people’s willingness to revisit a hospital from the perspective of a hospital’s strategic experiential modules and explored the moderating effect of the purpose of the hospital visit. Methods: The study subjects were hospital patients and the general public. A total of 329 questionnaires were distributed and the valid response rate was 91.1%. The Cronbach’s α of the measured variables was 0.964. The values of construct validity were between 0.406 and 0.772. Data analysis was conducted using SPSS17.0 and AMOS 17.0. Results: The results showed that the study model had an optimal goodness of fit. In terms of the strategic experiential modules, physical experiences, behaviors and lifestyles (actions) and affective experiences (feelings) were the most important, while creative cognitive experience (thinking) was less so. The purpose for the hospital visit also acted as a moderator. Conclusions: It is important for the heads of operating or marketing departments to pay attention to the emergency or hospitalization services (including the processes) offered to the public as well as to strengthen the use of strategic experiential modules at appropriate times. These two measures can improve customers’ experiential value and satisfaction, thereby making them more willing to revisit the hospital.