| Abstract: | A Study of Consumer Motivation at Health Care Service Center
Abstract
This research paper?s purpose is to study the factors that affect the public?s choice of Health Center. The subjects of the study are members of iCare Health Center in Taipei City. Consumptive motivator, information searching, evaluation of alternatives, consumptive behavior, and demographic variables are the principal factors focused in this paper. The survey is base on Maslow?s ?Theory of Hierarchy of Needs? and Engel, Blackwell and Miniard?s ?Theory of Consumptive Motivators?. The four methods used are reliability analysis, exploratory confirmatory factor analysis, Chi-square test, and one-way ANOVA. We try to analyze that will consumer change their consumptive behavior if Health Institute always renew their products and service. Following the collection and analysis of data, we are able to summarize that:
1.The members of Health Center think the most important thing for consumptive motivator is Self-actualization and Possess motive, the second is Society and Pleasure motive, the third is Safety and Health motive, and the last one is Self-esteem and Companionship motive. Before they go to any Health Center, they use the mass media to get information. The criterions that they base their selection on are environment, economic effect, and service.
2.The average age of the surveyed members is between 41 to 50 years old. Most members are married females with high incomes and high levels of consumption. The average annual income of male members is greater than females; however, the female members spend more money on additional products at the Health Center than male member do. This demonstrates that females easily accept products and services from Health Center than males.
3.For members of Health Center, the demographic variables and consumptive behavior have remarkable difference and relation to the consumptive motivator.
The conclusion of this research point out that the manager of Health Institute should always controls marketing information, confirms marketing segment, makes marketing strategy, renews product and service, and differentiates the product from markets. The Health Institute should provide suitable service at the right moment to satisfy consumer?s demand, and then it can promote its competitiveness and create its value and profit.
Key Words: health center, consumptive motivator, exploratory confirmatory |
