研究目的：
健保制度的推行對於醫療環境有著不小的改變，民眾就醫的可近性、便利性提高了，民眾就醫所需要付出的費用也因為健保的實施而降低，但對於醫療院所的收入卻有些負面的影響。且當健保的經費出現赤字時，開始提出了一些改善的制度要「節流」，但這些「節流」的制度，就是會減少醫療院所的收入，為了因應健保制度的「節流」，醫療院所則需要「開源」，想辦法增加病患的來院就診次數，且提高自費項目的使用，讓自身的收入能維持營運所需，更進一步能引進新技術和新儀器來提升醫療的品質。此研究目的在於探討民眾對於接受特定手術前所關心的事項，以便做為醫療院所發佈公關稿可參考之方向。

研究方法：
本研究利用網路問卷的方式，研究的對象為一般民眾，共發放270份問卷，調查時間由西元2022年10月10日至西元2022年11月15日，共回收問卷270份，排除無效之問卷33份，共得有效問卷237份，再以SPSS 17.0將問卷結果做迴歸分析。

研究結果：
1.口碑對於民眾接受特定手術之主觀規範之影響不大。
2. 民眾在決定接受手術之前，主觀規範對於行為意圖之影響不大。
3. 知覺品質、知覺風險、知覺價值不管是分開來看，或是三者合併來看，對行為控制知覺皆有影響。
4. 行為控制知覺對於民眾接受特定手術之行為意圖有正向之影響。

研究結論：
病患在接受特定手術前，雖然會考慮到口碑，但口碑對於接受手術之行為意圖影響不大。但民眾在接受特定手術前，會考慮手術本身對身體造成利益或傷害後再決定是否接受手術。所以當醫療院所想發佈手術相關之公關稿時，可將手術給身體更多的益處、更少的傷害做為公關稿之內容，有機會達到更佳的宣傳效果。

Deciding to receive a surgery is hard. Before deciding to receive a specific operation, the patient may need lots of information. A hospital can give more information to the patients who need a specific operation and can attract the patients to come to the hospital. Knowing what the patients’ needs is important. This study used Theory of Planned Behavior to study what the patients wanted before receiving a specific operation.

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