民眾面對如此眾多的醫療院所不僅有更多的選擇性，且開放主動的參與醫療照護 的決策角色，因此在各家醫院之間作評比，以決定一選擇就診醫療院時的態度更為慎重及挑 惕，由於醫療的行業是靠口碑，所以如何讓民眾願意到醫院來看病，並介紹給其它親友前來 ，這將是一大挑戰。 本研究目的： 一、探討門診病患返院就醫因素及其重要性排序。 二、探討門診病患個人特性、就診特性、與返院就醫因素重要性之相關。 本研究結論： 一、本研究結果顯示，醫院內門診病患之返院就醫因素以『醫療儀器』為最重要，『醫術』 排名第二，『醫師素質』為第三。 二、本研究結果顯示： 1、就醫因素重要性受性別、年齡、居住地點之影響，而不受婚姻狀況影響。 2、就醫因素重要性受就診特性， 如初、複診、掛號方式、有無固定看診醫師及有無固定醫 院之影響，而不受就診科別影響。

　　　　　Consumer nowadays has more alternatives in the selection of a hospital. They played active role in the decision making of the medical care. And before the final decision, they always seriously compare between hospitals. The attitude of a patient wish to return and recommend others is an important. Issue of the hospital management and marketing. The purpose of this study care: (1) to assess the relative importance of factors affecting the return of hospital outpatients. (2) to assess the relation between the relative importance of the factors and the sampled patients' personal characteristics and their medical visit behavior. With 647 valid questionnaires from the outpatient department of a large hospital in Taichung area, the results showed the factors affecting the patients' wish to return were in the priority order; (1) medical equipment (2) medical care quality and skill (3) physicians' competency. The importance of the factors was influenced by sampled patients' age, sex, living district, first visit or not, the way of registration and whether they have preferred physicians.