Under the well developed economy and the medical, aged population brings up the related medical service demands. In the future, the service quality is a key to determines the life of long-term-care institutes. The purpose of this study to address the relationships among the product factors by which people make a decision. Besides, the construction of what degrees of people emphasis on them is also explored as well. Based on the above, ten nights were used to collect 1097 effective samples by making phone calls. After analysis by statistics software, the conclusions are as below, 1. Men pay more attention to opinions of medical professionals than women. In the inspections of reference group, opinions of relatives & friends (46%) hardly differ from them of medical professionals (47%). However, It was found that man intends to refer more of medical professionals than women, and women put more emphasis on them relatives and friends than men in the cross analysis of gender-reference group. 2. The better educated people put more emphasis on quality of institutes. We can expect the better educated people earn more incomes, and they usually can accept the more expenses which are set as 25 thousands for each month. And this also highlights they concern the service quality than other groups even they¡¦re charged more. 3. It determines the service quality whether an institute has medical professionals or not. This highlights the expectations and trust of people to an institute with medical professionals. Under the trends of diseases changes of the older, the daily care of them is not only included, but also long term tracing or inspection on diseases is necessary. 4. In the past affections on filial piety of China, people thought that distances between the institute and home will be a key factor to choose for visit and take over the older easier. However, People do not care how far from home, when an institute with good service quality can also provide better prices. Key words: Kaohsiung Area, Long Term Care Institute