就醫者的自我調節能力對就醫行為影響之研究

Abstract

隨著醫療環境的激烈變化以及競爭的增加，面對醫院所提供的醫療環 境品質，就醫者有更多的就醫選擇機會，而就醫者對就醫選擇因素的滿意 度能影響他們的就醫決策及行為。本研究想要調查的目的是，就醫者的自 我調節能力在就醫選擇因素與就醫後的行為與評價之間所扮演潛在的調節 關係，藉以供醫療機構在醫療行銷策略上的參考。 共有 178位在醫院 裡候診的就醫者幫助本論文的調查，所發現的整體結構模式中服務結果及 實體環境與就醫者滿意度呈較顯著的正向關係。然而，個別分析的結果卻 分出了就醫者調節能力的差異，高度自我調節（行動導向）與低度自我調 節（狀態導向），比起行動導向的就醫者，狀態導向的就醫者比較喜歡做 未規畫或衝動的就醫。 總之，本論文認為就醫者的自我調節能力是就 醫選擇因素與就醫評價裡的潛在調節因子，而所使用的結構方程分析也支 持這樣的結果，並可發現同樣的就醫環境卻產生不同的就醫結果，乃是決 定於就醫者的自我調節傾向。 Under the rapid change and increasing competition of the health careenvironment. Patients now have more options on the quality of care providedby hospitals from which to choose for their health care than before . Satisfaction of factor of patients' choice can affect their decision andbehavior of health care. The research presented here examines patients'self- regulatory tendencies as potentially moderating relationships betweenchoice of health care and behavior and assessment after health care. Thesefindings can help health care providers make marketing strategy of health care. 178 outpatients responded to questionnaires. An overall structure modelfindings shows that both the outcome care received and physical environmentare associated with patient satisfaction. The result of individual analysison variance of self-regulation obtained patient's high in self-regulation(action oriented) and patient's low in self- regulation (state oriented), whichshows that state oriented patients appear more likely to make unplanned orimpulsive health care than their action oriented counterparts. Generally speaking, the research shows that patients' self-regulation isthe potential moderator between choice of health care and assessment of afterhealth care, which is also supported by the analysis of structure model. Thefindings also show that patients' self-regulation can result in differentoutcomes in the same health environment.