以劇場理論探討焦慮與信任對服務價值感的影響-以檢查病人為例

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以剧场理论探讨焦虑与信任对服务价值感的影响-以检查病人为例

Using Dramaturgical Theory to Investiagate the Effect of Anxiety and Trust on Sense of Service Value – A Study of the Patient Received Medical examined

陈佩君 , 硕士　　导师：秦兆玮　　

繁体中文

医疗机构；剧场理论；焦虑；信任；服务价值感； medical institutions ； dramaturgical theory ； anxiety ； trust ； sense of service value

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摘要 │ 参考文献 (187) │ 国际计量

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Introduction：Medical institutions are responsible for providing patient treatment, resulting in many of the key marketing elements subject to the limitations and restrictions of ethical obligations and execution difficulty. In recent years, many medical institutions change hospital interior and exterior design and their medical procedures so that people seeking medical treatment may experience better visual perception and service, the feelings of which will have an impact on the overall value of hospital service, also referred to as important factors to determine choice of medical treatment. Anxiety and trust often appear in patient’s ambivalence. The studies in the past are to explore (1) the intervention of music, aromatherapy, health education, and so on to reduce the anxiety of patients. (2)Physical environment and professional knowledge will improve patients’ trust. All described is part of the four tactical arms of the Dramaturgical Theory. Therefore, this study aims to examine the impact of Medical Theatre on patients’ anxiety, trust and sense of service value during their check-ups.  
    Methods：This is a cross-sectional study. Survey research was conducted among patients who received outpatient checkup or returned to check their report on their second visit in a regional teaching hospital in Southern Taiwan. With the use of convenience sampling, a total of 375 copies of the questionnaire were distributed, 350 copies of which were valid. The recovery rate of (93%) was considered valid. In this study, each dimension was evaluated through factor analysis and validity analysis and the hypothesis was tested with the application of structural equation modeling in order to understand the direct relationships among medical theatre, anxiety, trust and sense of service value and analyze whether anxiety and trust are intermediary variables.
    Results：(1) High levels of patients’ feelings regarding the execution of checkups in the setting of medical theatre are positively associated with sense of service value and trust in medical institutions. (2) Lower levels of patients’ feelings regarding the execution of checkups in the setting of medical theatre are not negatively associated with anxiety.(3) Lower levels of patients’ anxiety towards checkups are not positively associated with sense of service value for the hospital while higher level of patients’ trust is positively associated with sense of service value.(4) As for the execution of checkups in the setting of medical theatre, sense of service value towards medical institution is not affected due to lower anxiety in patients but affected by the increased trust in patients.
    Suggestions：The multi-perspectives of dramaturgical theory help better understand patients, such as their understanding of medical environment and of the doctor-patient relationship as well as their feelings and satisfaction of service attitude of medical professionals and brand reputation. This study shows the use of dramaturgical theory can increase patients’ sense of service value of the hospital and the degree of their trust towards medical professionals or the hospital. It is recommended that more studies in the field of medical industry based on dramaturgical theory can be further discussed in the future.

参考文献 ( 187 ) 〈TOP〉

何雍庆、李怡庆(2003)，以医院策略性体验模组观点探讨民众再度就医意愿之整合影响模式研究-就医目的之干扰效果。澄清医护管理杂志，9(1)，p31~44。
连结：
王智筠(2011)，医疗院所候诊空间型态与使用者认知之研究。中原大学室内设计研究所硕士论文。
连结：
佘宗陞(2014)，医疗院所候诊空间之正向益处设计元素研究-以空间视觉意象为例。中原大学室内设计研究所硕士论文。
连结：
锺玉珠、蔡佳珍、黄慧莉、林佳莹、徐玉枝、陈怡君(2006)。合并多媒体光碟及手册卫教对胃镜检查患者之成效探讨，志为护理，6(3)，p71~81。
连结：
林秀慧、陈惠敏(2005)，血液透析室病患焦虑程度改善之成效。台湾肾脏护理学会杂志，4(2)，p1~17。
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使用DOI作为永久连结

引用含有DOI的文献

DOI可强化引用精确性、增强学术圈连结，并给予使用者跨平台的良好使用经验，目前在全世界已有超过五千万个对象申请DOI。 如想对DOI的使用与概念有进一步了解，请参考 （ ） 。

DOI可强化引用精确性、增强学术圈连结，并给予使用者跨平台的良好使用经验，目前在全世界已有超过五千万个对象申请DOI。如想对DOI的使用与概念有进一步了解，请参考（）。