隨著兩岸三通政策的逐漸健全，越來越多的台商看好大陸廣闊的市場而將事業重心轉移至大陸，有的甚至舉家定居大陸。大上海地區往往成為台商在大陸事業起航的首選之一。據統計顯示，目前上海地區之台商約有30餘萬人，且此數字正加速上升中。然據新華社報導，這些年來一直有三大難題困擾著大陸台商，其中之一即為就醫問題。中國大陸正值醫療改革發展之際，大多數公立醫療機構由於長期仰仗政府補助而不重視醫療服務品質之改善，其他民營醫療機構也常被報導為追求利潤而存在醫療造假行為。這樣的大環境是造成台商「談醫色變」的主要原因。 為台商提供高品質醫療服務的台商醫院也在此環境中建立起來，但受大陸文化及環境的影響，台商就醫之選擇是否與在台灣一樣或是有了變化一直未有相關文獻或研究。本研究的目的主要在探討影響在滬台商患病就醫行為的相關因素，藉由調查就醫人士對大陸醫療服務品質的評價，深入探討民眾選擇醫院的評估準則及相關行為，從而為有關醫療機構制定行銷策略提供建議。 本研究採用便利抽樣法針對在滬台籍人士發放問卷，共計回收有效問卷145份。進行信、效度檢驗後採用t檢驗及變異數分析等統計方法進行資料分析。主要研究結果如下： 1.在滬台商就醫時最看重醫院的產品/服務面向因素，最不滿意的因素為價格面向因素，期望與感知落差最大的因素為硬體環境面向因素。 2.從個人特質對就醫決策來看，不同年齡的在滬台商對就診時價格面向之重要性評估，與不同年收入的在滬台商對就診時醫院通路面向之重要性評估有顯著差異。 3.在滬台商對大陸衛生服務仍舊不滿意，當身體不適時以吃臺灣帶的藥為患病後的首選治療手段，台商醫院為就診時的首選醫療機構，內科為最主要的就診科別。 ;With the perfection of the 3-link policies, more and more Taiwan businessmen hope to win their share of the potential market and shift their business focus to the mainland; some have settled down in the mainland with their whole families. The greater Shanghai area tends to be the first choice of Taiwan businessmen to start their business on the mainland. Statistics indicate that there are over 300,000 Taiwan businessmen in Shanghai, and the number keeps increasing. However, the Xinhua News Agency reports that Taiwan businessmen on the mainland have been obsessed with three major problems, the greatest one being that of medical services. Taiwan businessmen in Shanghai are frightened whenever they think about medical service because most public medical service providers which have for a long time relied on a governmental subsidy, do not focus on the improvement of their service; while other non-governmental medical institutions cheat for a profit from their services. Under these conditions Taiwan businessmen funded hospitals have been set up to provide quality medical service to Taiwan businessmen in Shanghai. However there is no literature or research indicating whether the businessmen select their medical service as they did in Taiwan or have changed their way of selection due to cultural and environmental influences of the mainland. The study aims to discuss related factors concerning their medical service. On the basis of investigating the medical service receivers’ evaluation of the quality of the mainland medical service and further discussing the evaluation principles and related behavior of their selection of hospitals, the study tries to provide suggestions for the setup of a marketing strategy for related medical service providers. The study adopted a convenient sample to interview persons and has collected 145 valid questionnaires. The data collected are analyzed through testing and analysis of variance after reliability and validity testing. The major findings are as follows: (1) The Taiwan businessmen in Shanghai focus on the product and service of a hospital; what they are mostly dissatisfied with is the cost; and the factor having the greatest gap between expectation and perception is hardware environment. (2) So far as the preferences on medical service decisions are concerned, there is a huge gap between the emphasis on price and medical service selections based on age and annual income. (3) The Taiwan businessmen in Shanghai have not fully used the medical services. For example, when they become ill, their first treatment is often to take medicines brought from Taiwan. The medical providers of first choice are Taiwan-businessmen-funded hospitals, and the major department where they see a doctor is that of internal medicine.
