| Summary: | 碩士 === 嘉南藥理科技大學 === 醫療資訊管理研究所 === 98 === Aim: The associated factors for internal customers’ intention to apply the self-paid aesthetic medicine were investigated by combining the health belief model and health behavior model.
Subject and method: After 484 self-structured questionnaires distributed for simple random sampling, 293 valid questionnaires were received (The return rate was 60.5%). Additionally, frequency distribution, t-test, one-way ANOVA, and Pearson correlation were used for data analysis.
Results and conclusions: (1) The internal customers’ intention to utilize aesthetic medicine (AM) was significantly correlated with: customer’s character; individual recognition; action cues, possibilities and structures. (2) The said intention was insignificantly correlated with the financial status; the subjects’ and relatives’ satisfaction with one department’s service in the medical organization would spread out to the others’ in the organization. (3) The subjects considerably valued their appearance and tended to seek amelioration. (4) The sources of subjects’ information mainly came from newspapers, magazines, TV, and friends. If the content of information was composed of scientific evidence, equipment, and technique, and user''s experience, it would have more impact on intention to utilize AM; In addition, information from therapists (medical staff and aestheticians) also could significantly improve the intention. (5) Attributed to the subjects’ worries about the failure risk of AM utilization, detailed assessment and explanation before providing medical services appeared more important. (6) Taken as a whole, the hardware and software for the AM center should cover whatever it needed.
Recommendations: According to study results, running an AM center requires: offering the staff and family discounts, primarily on consumer’s birthday, Mother’s Day, Women''s Day, Valentine''s Day, and wedding anniversary; implementing market segmentation; adopting focus strategy; improving health care quality; treating consumer’s spouse as important stakeholder in the marketing plan; well managing old customers.
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