由於預防保健政策日趨重要，行銷學者、健康管理之業者及政策制定者需以消費者的角度來考量健康政策對消費者行為意圖的影響。

The issue of preventive health policy has become increasingly important topic. A point worth emphasizing here for the managers, market scholars, or policy makers is that whether the health policy would change the consumer behavior. For considerable efforts to encouraging consumer taking the physical examination, here, marketing signaling and costumers perceived trust might be considered as marketing strategies in this dissertation.

Chapter 1. Introduction 1
1.1. Overview 1
1.2. Goal and Objectives 3
1.3. Research Procedure 4
Chapter 2. Background – Health Policy In Taiwan 6
2.1. The Development of Health Care in Taiwan 7
2.2. The Preventive Service in Taiwan 10
2.3. The Preventive Health Policy of WHO 12
2.4. Questionnaires and Interviews for Study Purpose 14
Chapter 3. Literature Reviews 21
3.1. Public Policy and Public Health 21
3.1.1. Public Policy is a Topic in Marketing and Society 21
3.1.2. Role of Public Policy in Health services 23
3.2. Health Service Management 25
3.2.1. Information Asymmetry and Service Quality Deliver 25
3.2.2. Marketing Signaling 26
3.2.3. Trust 27
3.3. Social Marketing 29
3.3.1. The Definition and Function of Social Marketing 29
3.3.2. The Relations among Social Marketing, Commercial Marketing, Nonprofit Marketing, and Societal Marketing 30
3.4. Summary: Focus of the Dissertation 33
Chapter 4. Hypotheses And Conceptual Framework 37
4.1. Consumer Dissatisfaction with Health Policy 37
4.2. Marketing Signaling as Marketing Strategies 38
4.3. Perceived Trust as Marketing Strategy 43
4.4. Performance Ambiguity of Health Service 46
4.5. Consumer Awareness toward Health Policy 48
4.6. Conceptual Framework 50
Chapter 5. Research Method 53
5.1. The Context of the Study and Design 53
5.2. Measures 53
5.2.1. Dependent Variable 53
5.2.2. Independent variable 54
5.2.3. Moderator Variables 54
5.2.4. Situational Variables 55
5.2.5. Control Variables 57
5.3. Procedure 57
Chapter 6. Results 61
6.1. Measurement Assessment 61
6.2. Demographics Description 63
6.3. Main Effect Analyses: DIS to BI 64
6.4. Hierarchical Regression Analysis for Marketing Signaling 66
6.5. Hierarchical Regression Analysis for Perceived Trust 69
6.6. Hierarchical Regression Analysis for Performance ambiguity 70
6.7. Information Sources 72
6.8. Hierarchical Regression Analysis for Overall Model under the Situational variables 75
6.9. Summary of Hypotheses Testing 81
Chapter 7. Discussion 83
7.1. The Effects of Marketing Signaling 83
7.2. The Effect of Perceived Trust 85
7.3. The Effect of Health Policy 86
7.4. Information Sources 87
7.5. Patients as Consumers 88
Chapter 8. Conclusion 91
8.1. Summary of Findings 91
8.2. Contributions 91
8.3. Limitations and Future Study 92
8.4. Management Implications 94
8.5. Conclusion: Communication among Participators 96
Appendix A. The Health Policy of Adult Preventive Health Service in Taiwan 97
Appendix B. Questionnaire and Survey Items 98
REFERENCES 101

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