本研究在探討病人選擇中醫門診時考慮之因素及消費決策，與就醫後之滿意度。樣本取自台中市七家中醫醫院或醫院中醫門診部病人共2072名，採問卷調查，共回收有效問卷1935份。研究結果顯示，中醫門診病人選擇醫院之考慮因素最重要的前三項為醫師之醫德、醫師之醫術和醫師之服務態度。在消費決策方面，出現頻率最高的前三項為醫師之醫術、醫師之醫德和醫師之服務態度；訊息來源則以來自親戚朋友之推薦與家人之告知為最多。滿意度最高的前三項為醫師之服務態度、醫師之治療能力及醫師對病情之解釋。病人選擇醫院之考慮因素可簡化成可近性等六個因素，可解 釋原始變項變異量60.0%；就醫滿意度亦可簡化成醫師以外工作人員滿意度等三個因素，可解釋原始項目變異量64.3%。

　　　　　The aim of this study was to explore the factors influencing patient's choice of hospitals and differences in decision-making about Chinese Medicine ambulatory care. It also sought to evaluate patient satisfaction with their choices. Questionnaires were delivered to 2072 patients who visited seven Chinese medicine hospitals for ambulatory service in Taichung City from November 28~29, 1994. A total of 1935 valid questionnaires were collected for analysis. The results indicated that the most important th ree factors when choosing a Chinese medicine hospital were: 1) the physician's moral values; 2) the physician's treatment skills; and 3) the physician's service attitude. The physician's moral values, treatment skills, and service attitude were also the three most important factors influencing the decision to visit the hospital. The two most frequent sources of information related to hospital choice were 1) recommendation from relatives and friends; and 2) information from family members. The three most important items related to patient satisfaction were: 1) physician's service attitude; 2) physician's treatment skills; and 3) physician's explanation of the patient's disease. The factors influencing the patient's choice of hospital were further simplified to six factors. It contributes to 60.0% of variance in the patient's choice of hospital. The factors contributing to patient satisfaction were further simplified to the three factors. It contributes to 64.3% of variance in patient's satisfaction.