The effect of online rating and level of hospital accreditation on consumers’ hospital choice.

• Main Authors: Kai-Yuan Chen, 陳楷元
• Other Authors: Tom M. Y. Lin
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/wqk78n

碩士 === 國立臺灣科技大學 === 企業管理系 === 105 === With the awakening of consumers’ consciousness. Consumers are no longer passively follow one’s advice but actively searching for information and base on their consciousness to make medical decision. According to this, our study selected Taiwanese who had been to hospital for medical treatment to explore the effect of online rating and level of hospital accreditation on consumers’ hospital choice. This study conducted two experiments. The first experiment is a 2 × 2 experimental design which conducted to determine the influence of online rating, hospital accreditation level on consumers’ hospital choice. 180 participants randomly distributed to four scenarios. The result shows that online rating and hospital accreditation level has significant effect on consumers’ hospital choice (p < 0.01). Furthermore, the interaction effect shows greater impact when the hospital graded excellent and high rating. The second experiment used a 2 × 2 × 2 experimental design which involving 320 participants. Continuation two factors in experiment 1, this experiment included rating conformity factor to investigate the effect. The result shows that rating conformity has no significant effect on consumers’ hospital choice but has significant interaction effect with these two factors (p < 0.05). The results of this study can provide important reference for marketing decisions in medical institutions