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題名：醫療服務體驗態度效果
書刊名：行銷科學學報
作者：蘇子炘 引用關係／何雍慶
作者(外文)：Su, Tzu-hsin／Ho, Yung-ching
出版日期：2006
卷期：2:1
頁次：頁23-45
主題關鍵詞：醫療服務體驗；量表；消費態度；Medical care experiences；Measurement scales；Consumer attitudes
原始連結：連回原系統網址new window
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  • 被引用次數被引用次數:期刊(0) 博士論文(0) 專書(0) 專書論文(0)
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  • 共同引用共同引用:17
  • 點閱點閱:3
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。
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.
期刊論文
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12.Schmitt, B.(1999)。Experiential Marketing。Journal of Marketing Management，15(1-3)，53-67。  new window
13.Lassar, Walfried、Mittal, Banwari、Sharma, Arun(1995)。Measuring customer-based brand equity。Journal of Consumer Marketing，12(4)，11-19。  new window
14.Hirschman, Elizabeth C.、Holbrook, Morris B.(1982)。Hedonic Consumption: Emerging Concepts, Methods and Propositions。Journal of Marketing，46(3)，92-101。  new window
15.張勝立、李怡慶、黃銑扶、吳世望(20020900)。談顧客關係管理在醫療服務業的適用性及其障礙。醫務管理期刊，3(3)，1-16。new window  延伸查詢new window
16.Baumgartner, Hans、Homburg, Christian(1996)。Applications of Structural Equation Modeling in Marketing and Consumer Research: A Review。International Journal of Research in Marketing，13(2)，139-161。  new window
17.Folkes, Valerie S.(1988)。The Availability Heuristic and Perceived Risk。Journal of Consumer Research，15(1)，13-23。  new window
18.Narver, John C.、Slater, Stanley F.(1990)。The Effect of a Market Orientation on Business Profitability。Journal of Marketing，54(4)，20-35。  new window
19.Lavidge, Robert J.、Steiner, Gary A.(1961)。A Model for Predictive Measurements of Advertising Effectiveness。Journal of Marketing，25(6)，59-62。  new window
20.Holbrook, Morris B.、Hirschman, Elizabeth C.(1982)。The Experiential Aspects of Consumption: Consumer Fantasies, Feeling, and Fun。Journal of Consumer Research，9(2)，132-140。  new window
21.Pine, B. Joseph II、Gilmore, James H.(1998)。Welcome to the Experience Economy。Harvard Business Review，76(4)，97-105。  new window
22.Fornell, Claes、Larcker, David F.(1981)。Evaluating Structural Equation Models with Unobservable Variables and Measurement Error。Journal of Marketing Research，18(1)，39-50。  new window
圖書
1.Rifkin, Jeremy(2001)。The Age of Access: The New Culture of Hyper Capitalism, Where All of Life Is A Paid-for Experience。New York：Penguin Putnam。  new window
2.Hair, J. F.、Anderson, R. E.、Tatham R. L.、Black, W. C.(1998)。Multivariate Date Analysis。New York, NY：MacMillan。  new window
3.Petty, R. E.、Cacciopo, John T.(1986)。Communication and Persuation: Central and Peripheral Routes to Attitude Change。New York：Springer-Verlag。  new window
4.黃芳銘(2004)。社會科學統計方法--結構方程模式。台北：五南。  延伸查詢new window
5.Garder, H.(1986)。The mind's new science:A history of cognitive revolution。New York：Basic Books。  new window
6.Strong, E. K.(1992)。The Psychology of Selling。New York：McGraw-Hill。  new window
7.林建煌(2002)。消費者行為。臺北：智勝文化事業有限公司。  延伸查詢new window
8.Kotler, Philip(2000)。Marketing Management。Prentice-Hall。  new window
9.Rogers, Everett M.(1962)。Diffusion of innovations。The Free Press。  new window
10.Blackwell, Roger D.、Miniard, Paul W.、Engel, James F.(2001)。Consumer Behavior。Ft. Worth, Tex：Harcourt College Publishers。  new window
11.Petty, Richard E.、Cacioppo, John T.(1981)。Attitudes and Persuasion: Classic and Contemporary Approaches。William C. Brown。  new window
12.Kline, Rex B.(1998)。Principles and Practice of Structural Equation Modeling。Guilford Press。  new window
 
 
 
 
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