A survey was conducted to investigate the relative importance of 26 attributes influencing people’s choice of hospital service preference in Ju-chi Town Chiayi, and was also to explore the beliefs and the behaviors to six near-by hospitals. Questionnaires were sent to 300 families in Ju-Chi from January to February 2004. A total of 226 valid questionnaires were collected for analysis. The results showed that the main important attributes that affected the choice of hospitals were (1) the physician’s skill; (2) the physician’s moral values; (3) medical instruments; (4) the physician’s service attitude; (5) the whole hospital service attitude. By factor analysis, it can be found five major factors: (1) medical services; (2) hospital facilities and environment; (3) hospital service procedures; (4) hospital location and access; (5) non-medical services.
