| Summary: | 碩士 === 國立高雄應用科技大學 === 觀光與餐旅管理系 === 99 === The purpose of this study is to explore the China visitors’ expectations, brand equity, perceived risk, decision making factors and behavior intention on Medical Tourism of Taiwan. This study also tests if significant relationship among these variables exists as well, and linear structure relations through structural equation modeling. A structured questionnaire was submitted to China visitors in Kaohsiung City. By convenient sampling during 2011/02/22 to 2011/04/30, 600 questionnaires were distributed and a total of 462 completed questionnaires were collected. The contents of this questionnaire include personal socio-demographics, travel characteristics, involvement, expectations, brand equity, perceived risk, decision making factors and behavior intention. The data were analyzed by descriptive statistics, item analysis, reliability analysis, cluster analysis, Logistic regression analysis, exploratory factor, confirmatory factor analysis, t-test, one-way ANOVA, structural equation modeling and path analysis.
The results are as follows:
1. Most of the subjects were married, female, 31-40 years old, college or university graduate, enterprises, South China region, RMB$2,001-3,000 revenue per month.
2. The relation tested shows that expectations has significant effect on perceived risks, expectations has significant effect on decision making factors, brand equity has significant effect on perceived risks, brand equity has significant effect on decision making factors, perceived risks has significant effect on decision making factors, perceived risks has significant effect on behavior intention, decision making factors has not significant effect on behavior intention. And the strongest effect was the "expectations "to" perceived risk".
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