本研究在於分析醫院門診顧客之健康促進行為與健康檢查利用情況，進而由中挖掘願意參加自費健檢的潛在客群，比在一般民眾做推廣來得有效率。本研究採橫斷研究設計，以台灣中部某區域醫院之門診顧客為研究對象，有效樣本數是300人。以結構式問卷為調查工具，並以面訪方式收集資料，問卷內容包含三個部分，分別是人口學資料、健康促進行為量表與過去三年健康檢查利用情形。結果在4分為滿分的健康促進量表，本研究所有受訪者平均為2.75分，顯示受訪者在健康促進行為普通，構面方面以「人際支持」最高3.03分、「運動」最低為2.34分。過去三年有接受自費健檢與成人健檢的民眾，在健康促進行為各構面比其他健檢利用者都來得好。參加自費健檢的醫院門診顧客，年齡40歲以上、學歷大專（學）以上、與固定家人同住、月所得在30000元以上的民眾較多。本研究建議主管機關持續加強健檢宣導，讓民眾多瞭解成人健檢的內容以及其重要性，進而提升民眾接受免費成人健檢的利用。此外醫院依據門診顧客需求規劃健康促進行為之策略，由促進自我健康狀態管理著手，提升民眾健檢服務利用，以降低慢性病發生率與醫療支出。醫院可針對潛在自費健檢顧客群年齡在中、壯年有大專（學）以上學歷、與固定家人同住、月收入在30000元以上的民眾作為自費健檢重點行銷或做衛教宣傳之對象。

This study is to explore the truth that promoting the program of having a health examination at their own expense among outpatients is more efficient than among the general public through analyzing the health-promoting behaviors and health screening utilization. The study was conducted through cross-sectional design. The population is picked up from outpatients in one of the hospitals in central Taiwan. The effective samples were 300. The instrument used in this study is structured questionnaire accompanied by interviewing. There were three parts in this questionnaire, including demographic data, health-promoting behavior scale and health check-up utilized over the past three years. The results show that the full score in the health-promoting behavior scale is 4. The average score obtained is 2.75. Obviously, the health-promoting behavior is very typical. The relationship-supporting got the highest score, 3.03, while the sports attained the lowest, 2.34. Those who participated in self-paid check or check-up programs for adults displayed better results in every aspect of health-promoting than those who did not over the past three years. Outpatients who had health check at their own expense age 40 or more, received college or higher level education, are living with their family, and earned 30,000 dollars or more. This study suggests that the authorities continue to strengthen the promotion of the health check so as to let people know more about the contents as well as the importance of adult health examination, and thus to enhance the proportion of people who would like to accept free adult health examination. Furthermore, hospitals or the government should develop strategies for health-promoting behavior to enhance the utilization of health examination in order to reduce the incidence of chronic diseases and medical expenses. Finally, marketing elf-paid health examination or health education should be concentrated upon those who age 40 or more, received college or higher level education, and are living with their spouses, and earned 30,000 dollars or more.