The Research on the Donation Behavior and Market Segmentation of Staff of Bureau of National Health Insurance, KAO-PING Branch

• Main Authors: Si-Han Liang, 梁思涵
• Other Authors: Cheng-Chih Chen
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/91386652986176198396

碩士 === 高雄醫學大學 === 醫學社會學與社會工作學研究所 === 96 === After the launching of National Health Insurance program, although most people have joined NHI, there is still 900,000 uninsured population can not afford the fee of NHI due to poverty. In such circumstances, even though our government has constructed relative laws to assist the uninsured population to join and possess the protection of NHI, there are some disadvantaged minorities that do not meet the qualifications of subvention from government and also can not afford the expense of NHI at the same time. In the process of dealing with these special cases in the Bureau of National Health Insurance, KAO-PING Branch, they found these social issues existed and started the assistance programs for disadvantaged minorities. The program of voluntary donation behavior of staff is one of assistance programs, and it is also the main topic of this research. This research is from the viewpoint of market segmentation in marketing to separate staff into “donate” and “not donate” depending on the donation behaviors. From the research we can not only have well understanding of the existing circumstances of staff’s donation behaviors but make a thorough inquiry into the relative factors that may affect donation behaviors. In the methodology, this research uses the methods that combined quantity and quality. At first, it goes through the investigation from 232 significant questionnaires and uses the distribution of frequency and percentage to describe and analyze the staff’s donation behaviors, the motives of donation, causes of continued donation, and the causes of stop donation. From chi-square test, we can know if there are differences of staff’s donation behaviors under different characteristics of population. And from analysis of variance, we can probe into if there are differences of the motives of staff’s donation behaviors and the causes of continued donation and stop donation in different characteristics of population. Besides, researcher picks 16 staffs to be the sample of phone interview with quota sampling method which depended on the situations of staff’s donation behavior in the questionnaire. We can not only have better understanding of the motives of staff’s donation behaviors and the causes of continued donation but also realize the staff’s attitude about the assistance programs for disadvantaged minorities, the reasons of “to donate” or “not to donate”, and the relative factors that may affect the will of staff to donate. The results of this research are listed below: 1、In the chi-square test of donation behaviors (“donate” or “not donate”) and the variance of population statistics, although “degree of education” is the only one significant difference can be found, we can still know the distribution of population of “donate” and “not donate.” 2、There are significant differences caused by differences of population statistics in the donation frequency, amount of donation, times of donation, will to donate again, motives of donation, causes of stop donation, and so on. 3、From the results of phone interview and questionnaires, we can know that the will of staff to donate is determined mostly by the usage of expense, efficiency, demand of assistance of the disadvantaged minorities. Therefore, researcher suggests that Bureau of National Health Insurance, KAO-PING Branch should proclaim the information about the need of disadvantaged minority cases and announce the usage of expense, results of these cases periodically in order to make staff know the donation is in good usage.