消费者在医疗服务中选择医院的行为研究
发布时间：2018-10-15 18:51
【摘要】： 随着我国市场经济体制的进一步完善,医疗市场已经悄然由卖方市场转变向买方市场。由于供需关系的变化,患者从“求医”变成“选医”。医院有必要深入研究消费者需求及其行为模式,了解消费者选择购买的具体情形和深层原因,才能满足消费者需求,进一步发掘消费者需求,达到动态地满足消费者需求的目标。 笔者研究了个体消费者不考虑医疗保险的情况下在医疗服务中选择医院的行为,研究消费者选择医院的相关因素及选择结果。并以此作为研究消费者选择决策购买行为切入点,来深入了解消费者需求。 首先,在广泛阅读、深入总结国内外相关文献资料的基础上,找出消费者选择医院的相关因素。其次,运用关键小组讨论,找出选择医院的18个相关因素,设计调查问卷,进行预调研。根据预调研结果及专家意见修改问卷,将影响选择的因素分为五类:医院的诊疗水平、医院工作人员的态度、医院的方便程度、医疗费用的高低、自己对疾病的了解及对健康的关注度,并主要考虑五个维度对消费者选择医院的影响。问卷中设计消费者选择医院的多种结果,以及其他影响因素。采用便利抽样方法在医院、大学校园及学校附近的几家公司发放调查问卷130份,收回问卷,收集医疗服务中消费者选择医院相关影响因素的第一手资料。分析样本,根据调查数据结果对问卷中五个主要因素进行信度和效度分析,男女组的选择因素T检验,对消费者的选择结果和五个因素间进行相关分析,统计选择结果。 根据数据分析结果得出,需求确认中将近半数的消费者选择自己购买药品,而不是去医院诊治。对消费者选择医院信息搜索影响最大的是他人的建议,好的口碑远远胜过好的宣传广告。方案评估时,消费者对医疗服务水平要求最高,其次是诊疗水平,再次是就诊医院的方便程度。医疗服务购买过程中,个体关注是否受到应有的尊重、医务人员的外貌和态度、医院的卫生等。购后评估主要是用诊疗过程中感知的职能质量来评价医院的服务质量。
[Abstract]:With the further improvement of China's market economy system, the medical market has quietly changed from the seller's market to the buyer's market. Because of the change of supply and demand, the patient changed from "seeking medical treatment" to "choosing a doctor". It is necessary for hospitals to deeply study consumer needs and their behavior patterns, to understand the specific circumstances and underlying reasons for consumers to choose to purchase, in order to meet consumer needs and further explore consumer needs. To achieve the goal of meeting the needs of consumers dynamically. The author studies the behavior of individual consumers in choosing hospitals in medical services without considering medical insurance, and studies the relevant factors and results of consumers' choice of hospitals. And as a starting point to study consumer choice and purchase behavior, to understand consumer needs in depth. First of all, on the basis of extensive reading and in-depth summary of relevant literature at home and abroad, we find out the relevant factors for consumers to choose hospitals. Secondly, using the key group discussion, find out the 18 related factors of selecting hospital, design the questionnaire and carry on the preliminary investigation. According to the results of pre-investigation and expert opinions, the factors that affect the selection are divided into five categories: the level of diagnosis and treatment of the hospital, the attitude of the hospital staff, the convenience of the hospital, the level of medical expenses, Their own understanding of the disease and attention to health, and the impact of five dimensions on the choice of hospitals. In the questionnaire, a variety of results and other influencing factors were designed for consumers to select hospitals. The convenience sampling method was used to distribute 130 questionnaires to several companies in hospitals, university campuses and nearby schools. The questionnaires were collected to collect first-hand information on the influencing factors of consumers' choice of hospitals in medical services. According to the data of the survey, the reliability and validity of the five main factors in the questionnaire, the T test of the selection factors of male and female groups, the correlation analysis of the consumer's selection results and the five factors were analyzed, and the results of the statistical selection were analyzed. According to data analysis, nearly half of consumers in demand confirmation chose to buy their own drugs rather than go to the hospital for treatment. The biggest influence on consumers' choice of hospital information search is the advice of others. Good word of mouth is far better than good advertising. In the evaluation of the scheme, consumers have the highest demand for medical service, followed by the level of diagnosis and treatment, and the convenience of the hospital. In the process of medical service purchase, individuals pay attention to whether or not they are respected, the appearance and attitude of medical staff, hospital hygiene and so on. Post-purchase evaluation is mainly to evaluate the service quality of the hospital by the perceived function quality in the diagnosis and treatment process.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：R197.1
本文编号：2273500
[Abstract]:With the further improvement of China's market economy system, the medical market has quietly changed from the seller's market to the buyer's market. Because of the change of supply and demand, the patient changed from "seeking medical treatment" to "choosing a doctor". It is necessary for hospitals to deeply study consumer needs and their behavior patterns, to understand the specific circumstances and underlying reasons for consumers to choose to purchase, in order to meet consumer needs and further explore consumer needs. To achieve the goal of meeting the needs of consumers dynamically. The author studies the behavior of individual consumers in choosing hospitals in medical services without considering medical insurance, and studies the relevant factors and results of consumers' choice of hospitals. And as a starting point to study consumer choice and purchase behavior, to understand consumer needs in depth. First of all, on the basis of extensive reading and in-depth summary of relevant literature at home and abroad, we find out the relevant factors for consumers to choose hospitals. Secondly, using the key group discussion, find out the 18 related factors of selecting hospital, design the questionnaire and carry on the preliminary investigation. According to the results of pre-investigation and expert opinions, the factors that affect the selection are divided into five categories: the level of diagnosis and treatment of the hospital, the attitude of the hospital staff, the convenience of the hospital, the level of medical expenses, Their own understanding of the disease and attention to health, and the impact of five dimensions on the choice of hospitals. In the questionnaire, a variety of results and other influencing factors were designed for consumers to select hospitals. The convenience sampling method was used to distribute 130 questionnaires to several companies in hospitals, university campuses and nearby schools. The questionnaires were collected to collect first-hand information on the influencing factors of consumers' choice of hospitals in medical services. According to the data of the survey, the reliability and validity of the five main factors in the questionnaire, the T test of the selection factors of male and female groups, the correlation analysis of the consumer's selection results and the five factors were analyzed, and the results of the statistical selection were analyzed. According to data analysis, nearly half of consumers in demand confirmation chose to buy their own drugs rather than go to the hospital for treatment. The biggest influence on consumers' choice of hospital information search is the advice of others. Good word of mouth is far better than good advertising. In the evaluation of the scheme, consumers have the highest demand for medical service, followed by the level of diagnosis and treatment, and the convenience of the hospital. In the process of medical service purchase, individuals pay attention to whether or not they are respected, the appearance and attitude of medical staff, hospital hygiene and so on. Post-purchase evaluation is mainly to evaluate the service quality of the hospital by the perceived function quality in the diagnosis and treatment process.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：R197.1
【引证文献】
相关期刊论文 前1条
1 唐姬;刘磊;李川;;北京市投资企业境外人员在京就医满意度分析[J];中国自然医学杂志;2010年06期
，本文编号：2273500
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