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題名 | 醫療服務體驗態度效果=The Attitude Effects for Medical Care Experience |
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作者姓名(中文) | 蘇子炘; 何雍慶; | 書刊名 | 行銷科學學報 |
卷期 | 2:1 民95.04 |
頁次 | 頁23-45 |
分類號 | 419.2 |
關鍵詞 | 醫療服務體驗; 量表; 消費態度; Medical care experiences; Measurement scales; Consumer attitudes; |
語文 | 中文(Chinese) |
中文摘要 | 本研究主要是針對醫療服務體驗發展適合的量表,並驗證消費態度之間的關係,醫療服務體驗主要是以 Schmitt(1999)所提出的五個體驗策略模組:感官、情感、思考、行動、關聯體驗為基礎,透過深度訪談、專家效度分析以及純化測量的結果得到 20題問項。本研究總共蒐集 298的有效樣本,以驗證性因素分析進行模式比較後,結果顯示多因素斜交模式的適配性較佳。而醫療服務體驗之態度效果驗證結果發現,由感官體驗以及情感體驗所形成的情感態度,會影響由行動體驗與關聯體驗所形成的行為態度,最後再形成消費者對醫療服務所認知的態度,本研究結果有助於醫療機構在進行體驗行銷時,能更清楚的了解消費者對醫療服務體驗態度的變化過程,以提供令消費者更滿意的醫療服務。 |
英文摘要 | This research mainly aimed at the medical care experiences to develop suitable measurement scales, and prove the relationships of consumer attitudes. The experiential module proposed by Schmitt(1999)including five experiential strategy models: “SENCE”, “FEEL”, “THINK”, “ACT” and “RELATE” experiences. Firstly, 20 items were obtained through the procedures of in-depth interview, expert validity analysis as well as scale purification. This research collected 298 valid questionnaires. A first-orderfactormodel(corrected)was proven themost parsimonious model after using confirmation factor analysis procedure. The attitude effects for medical care experience showed that the Affective Attitude consisting of Sense experience and Feel experience had positive effect to Behavior Attitude consisting of Act experience and Relative experience. Finally, it became to Cognitive Attitude about medical care. The results can help medical institutions to understand the changing process of consumer attitudes for medical care w hile using experience marketing and then to provide more satisfying medicalcare. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。