隨著時間的演變以及知識的普及，民眾對於健康越來越重視，對於醫療服務品質的要求也越來越高。在競爭越來越激烈的牙醫診所市場，診所如何了解顧客真正的需求與要求，並增加其競爭力以維持診所的永續經營，成了當務之急。
因此本研究旨在利用聯合分析法來探討民眾對牙醫診所重要屬性間的相對重要性以及成分效用值，藉此知曉民眾對於牙醫診所之選擇意願，以及屬性水準之間的偏好關係，提供給診所經營者制定經營策略時之參照憑據。
本研究以問卷調查的方式進行，透過參照民眾對牙醫診所就診選擇的相關文獻蒐集主要屬性，利用前測問卷決定最終的五項重要屬性，並透過正交設計縮減實驗樣本，取得八組受測屬性組合，讓受測者進行組合之偏好排序。最後以聯合分析法得出牙醫診所各屬性水準之重要性權重以及成分效用值，進而得出民眾最偏好之屬性組合。
研究結果顯示，總體受測者最偏好之屬性為牙醫的態度，其次為他人推薦，而最佳屬性組合為：耐心可溝通的、治療技術好、朋友或家人的推薦、容易預約及環境整潔。

With the evolution of time and the popularization of knowledge, people pay more and more attention on health, and the requirements for the quality of medical services are also getting higher and higher. In the increasingly competitive dental clinic market, how to understand the real needs and requirements of customers and increase its competitiveness to maintain the sustainable operation of the clinic has become a top priority.
Therefore, the purpose of this study is to explore people willingness in choosing dental clinics, so as to provide a reference for clinic operators to formulate business strategies.
The study surveyed through the questionnaire , and obtain the most preferred attributes of people by using conjoint analysis. In this study, the statistical software SPSS was used to analyze the collected data.
The result shows that the attitude of the dentist is the most important attribute, and the following is the recommendation of others. Through the conjoint analysis, we can get the optimal combination of dental clinic attributes.

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三、 網頁資料
1. 中華民國衛生福利部（2020），國民醫療保健支出。
2. 中華民國衛生福利部（2020），醫療機構現況及醫院醫療服務量統計。
3. 中華民國衛生福利部（2020），109年全民健康保險醫療給付費用總額協商參考指標要覽。
4. 衛生福利部統計處（2020），醫師節衛生福利統計通報。
5. 衛生福利部中央健康保險署，為什麼要推動「分級醫療」？，網址：
https://www.nhi.gov.tw/Content_List.aspx?n=9E7392780F830646&topn=0B69A546F5DF84DC
6. 李佳欣（2017），3問 搞懂分級醫療在做什麼，康健雜誌 的224期，網址：
https://www.commonhealth.com.tw/article/75282
7. 陳祖傑與張家瑋（2020），你所不知道的健保4》「分級醫療」有用嗎？入不敷出的健保怎麼救？，新聞實驗室，網址：https://newslab.pts.org.tw/news/274