陪诊服务平台消费者选择影响因素分析与建议

Analysis and Recommendations on Factors Influencing Consumers’ Choice of Companion Medical Services Platform

摘要: 本文基于7Ps服务营销组合理论，对消费者选择陪诊服务平台的影响因素展开研究。选取309名现有及潜在消费者进行问卷调查，采用因子分析与多元回归分析等方法，系统探究了人口统计学特征及服务营销各维度对消费者选择态度的影响。研究结果显示，样本群体以31~45岁、高学历、独居比例突出的城市中青年为主；影响其选择的核心因子可归纳为“平台服务质量与透明度”和“服务属性与选择渠道”两类。然而，回归分析表明，这些因素及人口学变量对消费者态度的影响均不显著，反映出在行业规范缺失、信任机制不健全、支付支持不足的背景下，消费者虽认知上重视服务品质与价格合理，实际选择意愿仍受抑制。最后，本文从行业标准化、人员专业化、定价透明化、渠道协同化等方面提出相应建议，以推动陪诊服务行业健康有序发展。

Abstract: This paper is based on the 7Ps service marketing mix theory and studies the factors influencing consumers’ choice of patient accompaniment service platforms. A questionnaire survey was conducted with 309 existing and potential consumers, using factor analysis and multiple regression analysis to systematically explore the impact of demographic characteristics and various dimensions of service marketing on consumer choice attitudes. The results show that the sample mainly consists of young and middle-aged urban residents aged 31~45, with high educational levels and a notable proportion living alone; the core factors influencing their choices can be summarized into two categories: “platform service quality and transparency” and “service attributes and selection channels”. However, regression analysis indicates that these factors and demographic variables do not have a significant impact on consumer attitudes, reflecting that in the context of industry standard deficiencies, incomplete trust mechanisms, and insufficient payment support, consumers, although cognitively valuing service quality and reasonable pricing, are still restrained in their actual willingness to choose. Finally, the paper proposes corresponding suggestions from the aspects of industry standardization, professionalization of personnel, pricing transparency, and channel coordination to promote the healthy and orderly development of the patient accompaniment service industry.