| Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 103 === Most people have born with the ability of pursing beautiful things, which is also mentioned in Maslow's Hierarchy of Needs. With better life level, the concept of aesthetic have been promoted and applied in different areas. Because of the society structure changes, developed countries are all facing “Aging of Population”. Under this phenomenon, medical issues become valuable. The expectation of hospital that people have in mind is not only excellent medical service, professional medical groups but also tranquil environment and hospital styles (including appearance, interior). We chase beauty everywhere, so the importance of hospital aesthetic capital can be seen. However, while most of the present study focus on external product packaging and design, the study is designed with “hospital aesthetic capital” to enhance “visitors’ satisfaction” and “organizational climate” acts as a mediator in order to learn about the interaction between these three factors.
Through hierarchical regression analysis, the results showed that “hospital aesthetic capital” has a significant effect on “visitors’ satisfaction” and “organizational climate" does have a moderating effect. We hope that the result of this study can provide new direction to further research and bring a reference for those hospitals plan to apply aesthetic capital into its operation.
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