| Summary: | 碩士 === 長榮大學 === 經營管理研究所 === 103 === At the present time, Many domestic medical institutions have already gradually turned toward the enterprise business model to maintain its competitive advantage.
Nevertheless because medical treatment service has the invisible and highly profession and the dissymmetry of medical information，And due to the domestic ordinance limits, It isn't valued in medical treatment marketing. Therefore the patients and their family memberses mostly have no professional knowledge to judge medical quality.
In order to be more explicit on "medical marketing "development strategy in Taiwan's medical industry, the most important key factor focus on understanding the influence factor of residents choice in seeking Healthcare .
Therefore this studies not only sort out Experiential Marketingbut deconstruct theory planned behavior It based on technology acceptance model to be a main theoretical fundamental. In addition , Subjective norm is set up as interference factor to measure relation of mutual influence for each factor .
Expect under the premise that is not against the medical laws,then establish experiential marketing and technology acceptance model，theory planned behavior , theoretical fundamental of behavior in seeking Healthcare , then extension, develop the new marketing model .
The formal questionnaire of this studies sends out in the period from April 25, 2015 to June 13, 2015, and mails 115 pc's during 8 weeks .
All the questionnaires had been recalled partially . That included the St. Martin De Porres Hospital's 53 pc's feedback , and among them, the effective questionnaire reaches to 29 pc's .And Chang Bing Show Chwan Memorial Hospital responded 38 questionnaires, among them, the valid questionnaire had 17 pc's . And Kaohsiung Medical University Chung-Ho Memorial Hospital responded 24 questionnaires, among them, the valid questionnaire had 14 pc's. As a whole , after rejected questionnaire which filled answer not completely .Overall effective questionnaire are 60 pc's , and effective response rate are 52.17%.
Through the reliability and Validity analysis by SPSS 18.0 softwares and investigate the influence of mutual relations among each factors with regression analysis . The results of this study are as follows:
Experiential marketing has not significant positive influence on perceived usefulness.(P=0.270）
It shows experiential marketing is not significant positive influent to medical tourism on usefulness of the consumer.
But experiential marketing has significant influence on perceived ease of use.（P=0.014**）
It shows experiential marketing is positive influent to medical tourism on ease of use for consumer .That is to say , experiential marketing isn't a only one channel to obtain medical resource, but it is simply and easily used.
Finding the perceived usefulness (P=0.019**) and ease of use (P=0.001***） in this study have the significant influence on usage attitude .
It proves perceived usefulness and ease of use of medical tourism will influence the usage attitude of consumer .
This study finds perceived usefulness (P=0.002***)and ease of use (P=0.001***) have significant interference influence on subjective norm in usage attitude .
That is to say，before using medical tourism , the consumer usually inquires whole use experience, such as friends, relatives and colleague...etc. According to their experience to decide whether adopts to use medical tourism or not.
Usage attitude has significant influence on behavioral intention .（P=0.000***）
Usage experience and attitude that also points a consumer sets positive or negative value on medical tourism , will also decide whether keep on use medical tourism or not .
Therefore , usage attitude will positively influence consumer's using behavioral intention of medical tourism.
Keyword: medical tourism , experiential marketing , behavior in seeking healthcare , theory planned behavior ,technology acceptance model .
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