| Summary: | 碩士 === 中國醫藥學院 === 醫務管理研究所 === 89 === The common ways to treat nearsighted problems are wearing eyeglasses, contact lenses correction and eyes surgery. Among these treatments, Laser Assisted in Situ Keratomileusis (LASIK) has been the latest technology. However, patients have different perspectives about this new technology. The purpose of this research is to explore the characteristics among different patient groups about their willingness to undergo the surgery, and examine the related factors that influenced their decision.
Based on three phases of consumers’ response hierarchy model defined by Kotler, this research divided nearsighted patients into three groups including awareness group, interested group and action group. The study population is the nearsighted patients who are qualified for LASIK surgery in Taichung City. The samples of awareness group and interested group are collected from eyeglass shops and clinics. The samples of action group are collected by mail from patients who underwent eyes surgery in hospitals or clinics. The statistical tools, including chi-square test analysis, multivariate analysis, factor analysis and discriminant analysis, have been used in this study.
The results showed that the action group differed from the other two groups. The major characteristics of action group include more female, more serious nearsighted patients, understanding LASIK better, more valuing physician’s professional reputation and mainly obtaining information from their close friends and relatives. Compared to awareness group, the interested group has lower monthly family income
and more awareness about the side effects, visual improvement and costs for surgery.
Compared to the patients who had LASIK surgery in hospitals, patients who underwent LASIK in clinics are older, more serious nearsighted or astigmatic, and more aware about visual improvement after surgery. With regard to LASIK satisfaction, both groups are satisfied with the results of surgery and show no significant difference. Both groups are highly willing to introduce LASIK to their relatives and friends. Thus, medical institutions can develop marketing strategies through action group to deliver information, and adjust marketing strategies rapidly through feedback of information.
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