臺灣自費健檢已在西元1956年就已開始實施，那時候國民的生活條件並不優渥，因此自費健檢的成效並不彰。然而，自台灣開始實施醫療健保和全民健保的實施後，卻使得台灣健檢的市場活絡了起來；雖然全民健保補助大多數的項目，但其中仍有多項是屬於需人民需自費的檢查。近年來也由於台灣經濟趨於平緩，社會大眾自費使用健檢的項目的比例降低；而相對的，大陸近年經濟成長快數，居民生活水平逐漸提升，使得其漸漸重視個人衛生安全。相較於本地的健檢中心，廈門長庚醫院係屬於台資企業，故其健檢費用會高於當地的健檢中心。因此，在這已進入成熟時期的健檢產業，健檢中心經營方式必須以顧客導向為主，並注入式當的企業化管理和行銷元素，才能為企業帶來更多的利潤，以擁有更好的顧客滿意度和忠誠度，進而提升其本身的競爭力。
因此，本研究試以計畫行為理論為基礎，以展開研究模式和發展研究問卷，並以居民對於健檢的涉入程度為干擾變項，以期能探討中國大陸福建省廈門市居民赴廈門長庚醫院進行健檢之意願。本研究針對福建省廈門市的六個行政區發放問卷，共回收383份問卷，並以複迴歸和干擾效果分析問卷資料。分析結果發現，居民之態度、主觀規範和知覺行為控制皆與行為意圖有顯著正向關係；且居民對於健檢的涉入程度也會影響其實際行為。
研究結果證明：計劃行為理論能成功的用來解釋福建省廈門市居民赴廈門長庚醫院進行健檢之意願；其中，態度、主觀規範和知覺行為控制，對其行為意圖有顯著影響；而其行為意圖越高亦越容易執行該實際行為。最後，居民對於健檢的涉入程度越高時，也會更容易使其赴廈門長庚醫院進行健檢。本研究的研究結果與發現可供後續要進入大陸市場的外資醫院做為參考依據。

Taiwan health examination has been implemented in 60 years ago, when nationals living conditions are not privileged and the effectiveness of health examination is not good. However, since Taiwan began to implement the medical health care and national health insurance, it makes the Taiwan health examination market actives check up. Although most of the items subsidized by national health insurance, but there are still numbers of items need to belong to the people’s own expense. Recently, Taiwan's economy has been flatten then the items expense of health examination are reduced. On the other hand, the China has fast economic growth in recent years, numbers of living standards gradually improved, and it makes their to emphasis on personal health and safety. Compared to the local health examination center, Xiamen Chang Gung Memorial Hospital Department are the foreign company, so the health examination fee will be higher than the locals’. Therefore, health examination industry has entered in mature period, their operation mode must be customer-oriented based and put in the enterprise management and marketing elements to bring more profits to have better customer satisfaction and loyalty, thus enhance their own competitiveness finally.
Therefore, this study used to Theory of planned behavior as a basis to expand the research model and development research questionnaire. We also use the involvement levels as the moderator variables to explore the residents’ health examination. We collected 383 questionnaires in six districts of Xiamen City, and used multiple regression analysis and moderator effect analysis. The results found that the attitude of residents, subjective norms and perceived behavioral control all have significant positive relationship between intention behavior; and the involvement level of the residents for health examination will also affect their actual behavior.
Research results show that: the theory of planned behavior can be used to explain the resident willingness of Xiamen Chang Gung Memorial Hospital in Xiamen City successfully. On which, attitudes, subjective norms and perceived behavioral control have significant impact on their behavioral intentions; and high behavioral intentions will perform higher actual behavior. Finally, the higher of involvement level in residents when health examination will make it easier to go to Xiamen Chang Gung Memorial Hospital for their real behavior. The results of this study and the subsequent discovery available to refer for the foreign hospitals when they enter the China market.

誌謝…………………………………………………………..…………………...……i
摘要…………………………………………………………….....…………………...ii
Abstract…………………………...……………………………………………...…..iii
目錄…………………………………..…………………………………………….…iv
表目錄……………………………….......................…………………………………v
圖目錄……………………………………………………………………...…...........vii
第一章　緒論 ……………………………………………………………...…...........1
第一節 研究背景與動機…..……........……………………………………...….1
第二節 研究目的…………..………........………………………………............4
第三節 研究流程………………..……........……………………………............5
第四節 研究範圍及限制…………..……........…………………..……………..6
第二章　文獻探討…………………………………………………..........................7
第一節 健檢定義與現況分析………………………………………………….7
第二節 廈門長庚醫院介紹…………..……....…………………………..……10
第三節 計畫行為理論…………………………………………………............13
第四節 涉入程度……………………………….......………………….............17
第三章　研究設計…………………………………………………..........................21
第一節 研究架構……….…..…...………………….........……...…………..…21
第二節 研究模式…………..………………………………………….............22
第三節 研究方法……………………………………………………................26
第四章　實證分析…………………………………………………..........................32
第一節 樣本結構敘述與變數基本分析….........………………………….......32
第二節 以計畫行為理論驗證外資醫療健檢使用意………………………....41
第三節 醫療資訊涉入程度之干擾效果驗證…..…………………………..…43
第五章　結論與建議……………………………………………..............................45
第一節 結論……………………..............…………………………………..…46
第二節 建議……………………..........………..…………………………..…..48
第三節 管理意涵……………………..........……..………………………..…..49
參考文獻………………………………………………………..................................51
附錄 問卷..…………………………………………..................................................54


表 次
表3-1 態度之量表......................................................................................................26
表3-2 主觀規範之量表............................. ............................. ..................................27
表3-3 知覺行為控制之量表......................................................................................27
表3-4 行為意圖之量表..............................................................................................28
表3-5 實際行為之量表..............................................................................................28
表3-6 涉入程度之量表..............................................................................................29
表3-7 個人基本資料表..............................................................................................29
表4-1 有效樣本之性別統計資料表..........................................................................32
表4-2 有效樣本之年齡統計資料表..........................................................................33
表4-3 有效樣本之教育程度統計資料表..................................................................33
表4-4 有效樣本之每月可支配所得統計資料表......................................................34
表4-5 有效樣本之最近一年進行體檢的次數統計資料表......................................34
表4-6 有效樣本之最近一次健檢之的目統計資料表..............................................35
表4-7 有效樣本之最近一次健檢之費用統計資料表..............................................35
表4-8 態度之因素分析表..........................................................................................36
表4-9 主觀規範之因素分析表..................................................................................37
表4-10 知覺行為控制之因素分析表........................................................................37
表4-11 行為意圖之因素分析表................................................................................38
表4-12 實際行為之因素分析表................................................................................38
表4-13 涉入程度之因素分析表................................................................................39
表4-14 各變數平均與變異數表................................................................................40
表4-15 態度、主觀規範、知覺行為控制對行為意圖之迴歸分析表.....................42
表4-16 行為意圖對實際行為之迴歸分析表............................................................42
表4-17 涉入程度之干擾效果分析表........................................................................44
圖 次
圖1-1 陸居民赴廈門長庚醫院進行健檢意願之研究流程圖....................................8
圖2-1 計畫行為理論模型..........................................................................................16
圖3-1 廈門長庚醫院健檢項目使用意願之研究架構..............................................21
圖3-2 大陸居民對赴外資醫院進行健檢項目使用意願之研究模式…..................22
圖4-1 大陸居民對赴外資醫院進行健檢項目使用意願之研究模式......................41
圖4-2 涉入程度之干擾效果研究模式......................................................................43
圖4-3 涉入程度之干擾效果圖..................................................................................43

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