將「患者」當做「消費者」看待已經不是什麼新的觀念，但是事實上舊有醫療體系中固有的的思惟其實從認知到實踐還有一段頗長的路要走。如何屏除以往醫療過程中上（醫師）對下（患者）的舊觀念，試著去了解消費端（患者）他們是如何選擇並看待一家醫療院所就成了做此研究的動機。另外針對大家一致認同的消費市場的主力：「女性」，她們是如何看待與她們健康休戚相關的議題？這對醫療市場絕對有舉足輕重的影響力，所以希望藉此研究進一步了解，以期為經營日益艱難的牙醫醫療產業找出另一片天空。
本研究旨在探討牙醫門診患者選擇就醫時的決策方式與相關之影響因素。以台北縣、市四家牙醫診所的病患為主要研究基礎，然後藉由問卷調查的方式（共回收831份）去分析不同性別與年齡層之間在做牙醫就診決策時的異同。
研究結果發現，牙醫門診患者對於整個決策過程中是有差距存在的。而樣本中「性別」與「年齡層」確實有不一樣的需求，尤其是女性；不一樣年齡層的女性在做決策判斷時，與其他族群是有一定程度上的差異。此外研究中顯示「醫師的態度」是影響患者繼續回診最主要的因素，因此醫師們如何在專業之外如何學習「服務」你的患者，這應該是醫學基礎教育外值得深思的問題。最後，本研究將參考「歷史資料」與「問卷資料」的分析所得提出行銷建議，作為（牙醫）醫療院所運作時之參考。
關鍵字： 性別、年齡、消費者、決策行為 / Viewing a patient as a customer is not a new concept. But there is a long way to go between recognition and performance in old medical system. This research is motivated by the following two questions: How do we avoid the traditional superior attitudes of doctors over patients and how do consumers choose hospitals or clinics. In addition, we are also concerned about how females, the largest consumer decision-making group, view these subjects and how they affect their perspectives. Viewing the patient as a customer is absolutely important to medical market and hope we can find another dental business channel by studying and understanding this concept.
This research is focused on dental patient decision making process and related factors when choosing a dental provider. The data were collected from patients in four clinics in Taipei City and Taipei County. We analyzed the differences and correlations between the patients gender and ages with 831 surveys collected.
Our research has found that dental patient decision-making differs based on age and gender. When it comes to judging and decision-making, we found some differences between different age groups, especially amongst females. In addition, the attitude of the doctor is a major factor that determines whether or not a patient will return to the dental provider in the future.
We suggest doctors know not only professional knowledge, but also how to serve a patient like a customer. Finally, this research will offer marketing advice for running clinics according to historical information and analysis of our survey.
Key Word：Gender、Age、Consumer、Decision-making Behavior
| Identifer | oai:union.ndltd.org:CHENGCHI/G0093932524 |
| Creators | 程道揚 |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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