台灣的健保制度自1995年實施以來，極大地改變了醫療服務的提供方式，絕大多數牙醫診所都加入了健保體系，使得患者能夠以較低的自費比例享受高品質的牙科醫療服務。然而，隨著越來越多的診所進入市場，競爭變得更加激烈，診所需要不斷提升服務效率和品質以保持競爭力，患者在選擇診所時不僅考慮醫師的專業能力和經驗，還會關注服務品質和醫療效果滿意度。特別是在進行初次就診時，患者需要從多方面資訊來做出決定，本研究旨在探討初診患者選擇牙醫診所時的關鍵因素，並通過量化方法使用問卷調查進行數據收集與分析。
依文獻回顧發現，患者在選擇牙醫診所時，網路評價對其有顯著影響，特別是Google評論和評價星等。社群媒體上的正面評價和患者成功案例分享也是影響患者選擇的重要因素。依此，本研究設計了包含網路行銷、口碑行銷和服務品質三大構面的研究架構，並通過問卷調查收集數據。問卷結果經過信度和效度分析，顯示出各構面的問卷題目具有良好的內部一致性和建構效度。統計分析結果顯示，網路行銷、口碑行銷和服務品質均對初診患者選擇診所有顯著影響。具體來說，Google評論數量和評價星等、社群媒體上的正面評價及患者的成功案例分享對於患者選擇診所有顯著影響。此外，診所提供的服務品質、價格策略和費用透明度、診所位置的便利性、醫護人員的專業素養和服務態度以及診所環境和設施的質量也對患者選擇診所有顯著影響。本研究的結論為牙醫診所提供改進服務的建議，現代化的診所應該注重網路行銷，積極參與社群媒體互動，並提升服務品質，以在競爭激烈的市場中脫穎而出。

The National Health Insurance (NHI) system in Taiwan has significantly transformed medical services. Increasing competition necessitates continuous improvement in service efficiency and quality of clinics. Due to this system, there are more high-quality dental care provided at lower costs. During the selection of dental services, patients might consider dentists' professional skills, pricing, the quality of service, and satisfaction with medical outcomes. This study investigates the key factors influencing new patients' selection of dental clinics using quantitative methods and questionnaire surveys.
Based on the literature review, the key factors impact new patients’ selection include online marketing, word-of-mouth marketing, and service quality. A questionnaire was developed to cover these three facets. Reliability and validity analyses demonstrated strong internal consistency and construct validity. Data analysis revealed that key factors significantly influence patients' choices include Google reviews, social media engagement, service quality, pricing transparency, location convenience, and staff professionalism. The importance of Google reviews and ratings, positive social media feedback could share patient stories and affect patients' choices.

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