A Study on the Key Factors of Patients\' Choosing Hospital and Their Decision-making Behavior

Under the system of national health insurance, people have more opportunities to choose the hospital by their will and play a more active role in the medical decision process. Meanwhile, it will result in a relatively positive effect on the operation for hospitals to emphasize the application of healthcare marketing and to recognize the attitude of patients toward hospitals.

The main purpose of this study is to explore the key factors of patients\' hospital choosing and their decision-making behaviors. The empirical analysis is based on a sample of 237 pregnant women sampled from obstetric and gynecologic hospitals or clinics located in Kaoshung, Taiwan. The results show that physians\' ethic, physians\' expertise, physians\' attitude toward patients, the advancement and completeness of medical equipment, and environmental cleanness and comfort are, among others, the most important factors considered.