隨著消費者主權意識抬頭，消費者進行醫療服務決策時已不再是被動接受建議，而是主動多方參考資訊，根據自己的主觀意識做出醫療決策。醫院評鑑在台灣行之多年，過去研究顯示官方的醫院評鑑能夠顯著的影響醫療服務品質，提升醫療消費者滿意度，而醫療消費者在就醫前，常會多方搜尋非專業機構所提供的資訊以降低資訊不對稱的風險，有鑑於此，本研究針對台灣地區曾經前往醫療院所就醫的民眾進行調查，探討官方醫院評鑑等級（hospital accreditation）以及線上評等（online rating）對消費者就醫意願的影響。
本研究實驗分為兩部分，實驗一檢驗醫院評鑑等級及線上評等對就醫意願的影響，共180位受測者進行2x2實驗設計。結果顯示醫院評鑑等級及線上評等對於就醫意願有顯著影響（p<0.05），以及當醫院評鑑優等與高線上評等情形存在上，交互作用效果更強；實驗二為2x2x2的實驗設計，延續實驗一並加入評等一致性（rating conformity），根據320位受測者的結果顯示，評等一致性不會顯著影響就醫意願，但對於醫院評鑑等及以及線上評等分別具有交互作用效果（p<0.05）。本研究結果可提供醫療機構行銷決策之重要參考。

With the awakening of consumers’ consciousness. Consumers are no longer passively follow one’s advice but actively searching for information and base on their consciousness to make medical decision. According to this, our study selected Taiwanese who had been to hospital for medical treatment to explore the effect of online rating and level of hospital accreditation on consumers’ hospital choice.
This study conducted two experiments. The first experiment is a 2 × 2 experimental design which conducted to determine the influence of online rating, hospital accreditation level on consumers’ hospital choice. 180 participants randomly distributed to four scenarios. The result shows that online rating and hospital accreditation level has significant effect on consumers’ hospital choice (p < 0.01). Furthermore, the interaction effect shows greater impact when the hospital graded excellent and high rating. The second experiment used a 2 × 2 × 2 experimental design which involving 320 participants. Continuation two factors in experiment 1, this experiment included rating conformity factor to investigate the effect. The result shows that rating conformity has no significant effect on consumers’ hospital choice but has significant interaction effect with these two factors (p < 0.05). The results of this study can provide important reference for marketing decisions in medical institutions

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