| 摘要: | 近視民眾最多採用之治療方式包括普通眼鏡矯正、隱形眼鏡矯正及近視開刀矯正等方式，其中近視開刀矯正方式中以準分子雷射角膜重塑術（Laser Assisted in Situ Keratomileusis , 以下簡稱LASIK）為最新之眼科治療手術，而民眾對於接受LASIK治療的意願及看法皆不相同。本研究目的乃在探討民眾對於接受LASIK治療意願與否之族群特質差異及其相關因素。 依據Kotler之消費者反應層級模式的三個階段（知曉、興趣及採用階段），本研究將近視族群區分為知曉群、興趣群及採用群等三個族群。研究對象以台中市符合準分子雷射角膜重塑術（LASIK）受術條件之近視族群民眾為研究母群體，其中知曉群、興趣群二者的資料主要是從眼鏡行、眼科門診來對近視民眾進行抽樣收集；採用群則由醫院與眼科診所受術者以立意取樣的方式，以郵寄問卷方式收集資料。以卡方分析、變異數分析、因素分析、鑑別分析等統計方法，來分析本研究之各種問題。 研究結果顯示，在知曉群、興趣群及採用群等三個族群方面，採用群不同於興趣群及知曉群的特質有以女性偏多、近視度數較高、對「LASIK」認知瞭解程度較高、手術重視偏向醫師聲譽相關因素構面，而其資訊來源偏向從周遭的親朋好友。興趣群不同於知曉群的特質為家庭平均月收入較低、術後發生後遺症機率之認知較高、術後復原狀況之認知較高、價格之認知較高。 在醫院受術者與眼科診所受術者等二個族群方面，眼科診所受術者不同於醫院受術者之特質傾向於年齡較長、較深的近視度數、較深的散光度數及較高的術後矯正的視力效果之認知。在採用群術後滿意度方面，醫院受術者與眼科診所受術者對於治療結果皆相當滿意，且醫院受術者與眼科診所受術者對術後之滿意程度是沒有差異。願意將LASIK介紹給其他親友得知的意願皆頗高，且醫院受術者與眼科診所受術者對介紹給親朋好友的意願是沒有差異。因此，在制定行銷策略時，便可透過採用群來傳遞資訊，也可藉由資訊的回饋，讓醫療機構能適時調整其策略。; 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. |
