| 摘要: | 目的：結合健康信念模式與健康行為模式探討影響內部員工自費美容醫學意向之相關因素。
研究對象與研究方法：以自擬結構式問卷進行簡單隨機抽樣調查，發出484份問卷，有效問卷回收293份，回收率60.5%。以次數分配、t-test/one-way ANOVA及皮爾森相關檢定進行資料分析。
研究結果與結論：（一）醫學美容利用意向與顧客特徵因素、個人認知、行動線索、行動的可能及結構因素等構念的重要變項呈顯著相關。院內同仁對本院醫學美容頗為支持；但是，當所需價格略高於其他機構時，受試者對醫學美容利用意向同意度則明顯下滑。（二）受試者對醫學美容利用意向與本身財務能力無顯著相關；受試者及其親友對「醫療機構」服務滿意度之整體印象將擴及次部門。（三）受試者相當重視外表變化，傾向尋求改善。（四）受試者訊息途徑來源主要為：報章雜誌、電視、朋友；具說服力內容則以提供科學證據、設備與技術、使用者見證較有影響力；經由治療者（醫護人員、坊間美容師）推薦可提升顧客利用意向。（五）受試者擔心利用醫學美容會有失敗的風險，治療前詳細評估與解釋的處理步驟更顯重要。（六）整體而言，醫學美中心設立機構之結構因素（包含軟、硬體）應面面俱到。
建議：依據研究結果提供醫學美容經營者建議包含：折扣策略對象除了員工還可涵蓋家屬，主要時機為：顧客生日、母親節、婦女節、情人節、結婚紀念日等；進行市場區隔；採行焦點策略；提昇醫療品質；將顧客配偶納入行銷計畫以及妥善經營老顧客。
Aim: The associated factors for internal customers’ intention to apply the self-paid aesthetic medicine were investigated by combining the health belief model and health behavior model.
Subject and method: After 484 self-structured questionnaires distributed for simple random sampling, 293 valid questionnaires were received (The return rate was 60.5%). Additionally, frequency distribution, t-test, one-way ANOVA, and Pearson correlation were used for data analysis.
Results and conclusions: (1) The internal customers’ intention to utilize aesthetic medicine (AM) was significantly correlated with: customer’s character; individual recognition; action cues, possibilities and structures. (2) The said intention was insignificantly correlated with the financial status; the subjects’ and relatives’ satisfaction with one department’s service in the medical organization would spread out to the others’ in the organization. (3) The subjects considerably valued their appearance and tended to seek amelioration. (4) The sources of subjects’ information mainly came from newspapers, magazines, TV, and friends. If the content of information was composed of scientific evidence, equipment, and technique, and user's experience, it would have more impact on intention to utilize AM; In addition, information from therapists (medical staff and aestheticians) also could significantly improve the intention. (5) Attributed to the subjects’ worries about the failure risk of AM utilization, detailed assessment and explanation before providing medical services appeared more important. (6) Taken as a whole, the hardware and software for the AM center should cover whatever it needed.
Recommendations: According to study results, running an AM center requires: offering the staff and family discounts, primarily on consumer’s birthday, Mother’s Day, Women's Day, Valentine's Day, and wedding anniversary; implementing market segmentation; adopting focus strategy; improving health care quality; treating consumer’s spouse as important stakeholder in the marketing plan; well managing old customers. |
