介紹：隨著民眾生活品質的提升對於醫療院所提供的醫療服務也越來越重視，而在這開放的就醫醫療院所選擇自由的環境中，醫療院所該如何去行銷自己的品牌，去保留原有的病人以及吸引潛在的民眾？本研究意旨在探討影響民眾就醫選擇的醫療院所品牌相關因素，了解民眾對於選擇醫療院所的觀點，以促進醫療院所的品牌推廣。
方法：本研究為橫斷面研究，研究對象為台灣南部民眾，採取線上問卷發放的方式進行收案，收案時間為2021年05月，共回收318份有效問卷。利用描述性分析、獨立樣本T檢定、單因子變異數分析、皮爾森相關分析及多元線性迴歸分析進行問卷分析。
結果：樣本以女性居多(占67.3%)，教育程度有77.3%是大專院校(含)以上，75.2%的民眾會直接前往醫學中心就診。品牌相關因素影響民眾就醫選擇平均分皆落在20分上下(滿分為25分)。醫療院所的品牌形象、品牌知名度、品牌忠誠度、品牌知覺及病患滿意度之間皆有正向的相關性。根據多元線性迴歸分析發現，民眾對於醫療院所的選擇與品牌形象、品牌知名度及品牌知覺是有顯著相關，品牌忠誠度及病患滿意度則沒有顯著相關。
結論：根據研究結果可以發現，當民眾需要就醫時多數會直接選擇醫學中心，顯示出醫學中心在品牌的發展及推廣相對於其他層級的醫療院所是比較好的。建議任何層級的醫療院所都需要重視自己的醫療院所品牌發展，可以透過引進新的醫療設備、提供良好的醫療服務品質、與病人建立良好的醫病關係，這些皆能提升醫療院所的品牌價值。

Introduction：With a better quality of life, people pay more attention to the medical services provided by medical institutions. In the free choice of medical institutions, how should medical institutions promote their brands, retain and attract patients? The purpose was to explore the factors related to medical institution brand constructs that influence people's choice of medical institution. Understanding public perceptions of medical institution choices can promote medical institutions branding promotion.
Methods：This study was a cross-sectional study. The subjects of the study were people in southern Taiwan. Cases were received by means of an online questionnaire. The case was received in May 2021, and 318 valid questionnaires were recovered. Descriptive analysis, independent sample t-test, one-way ANOVA, Pearson correlation analysis and multiple linear regression analysis were used for questionnaire analysis.
Results：Majority of the sample were female (67.3%), 77.3% of the education level was college or above, and 75.2% of the people went to the medical center for treatment. Brand constructs affect people's choice of medical institution, and the average score is around 20 scores (out of 25). There was a positive correlation between brand image, brand awareness, brand loyalty, brand perception and patient satisfaction of medical institutions. According to the multiple linear regression analysis, it was found that the choice of medical institutions was significantly correlated with brand image, brand awareness and brand perception, while brand loyalty and patient satisfaction were not significantly correlated.
Conclusion：According to the research results, it can be found that when people need medical treatment, most of them will choose the medical center. It shows that the brand development and promotion of the medical center is better than other levels of medical institutions. Medical institutions at any level need to pay attention to the development of their own medical institution brand. By introducing new medical equipment, providing high-quality medical service, and establishing a good doctor-patient relationship, these can enhance the brand value of medical institutions.

論文審定書 i
中文摘要 ii
英文摘要 iii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與問題 3
第三節 研究流程 4
第二章 文獻探討 5
第一節 醫療體系概況 5
第二節 品牌形象 8
第三節 品牌知名度 9
第四節 品牌忠誠度 10
第五節 品牌知覺 12
第六節 病患滿意度 13
第七節 文獻探討小節 15
第三章 研究方法 16
第一節 研究架構 16
第二節 研究假設 17
第三節 研究設計 17
第四節 研究工具 18
第五節 操作型定義 21
第六節 資料分析 22
第四章 研究結果 24
第一節 南部居民的人口學特性 24
第二節 研究變項之描述性統計 27
第三節 南部居民的人口學特性與研究變項之差異性分析 31
第四節 研究變項之相關性分析 41
第五節 研究變項之多元線性迴歸分析 42
第六節 研究架構與假設驗證 52
第五章 結論與建議 54
第一節 研究結果討論 54
第二節 研究限制與建議 58
第三節 研究貢獻 58
第四節 研究結論 59
參考文獻 60
附錄一 正式問卷 63

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