自費健康檢查對於醫院盈收的貢獻扮演著非常重要的角色，本文目的在瞭解台灣南、北院區 的自費顧客其教育程度及收入對其健檢次數之影響。本研究以2011 年曾在國內某醫學中心南、 北兩院區接受一日自費健檢之顧客為研究資料，共有1510 份有效樣本。針對地區、教育、收入 與健檢次數之間關係進行對數線性分析。結果發現，南部院區的自費健檢顧客中，當年度(2011) 是個人第四次（含）以上的健檢者機率值最高。另外，在教育程度與健檢次數互相影響時，以國 小（含）以下教育程度且當年為個人第四次（含）以上之機率值最高；而當收入與健檢次數共同 作用下，則以月收入在三萬元以下且當年為第一次健檢之機率最高。最後，若收入、地區及健檢 次數三者交互作用，則發現南部地區顧客其月收入介於七萬與九萬之間且此次健檢為第四次（含） 以上者有最高的實現機率值。本研究結果可提供醫院管理的決策參考，針對不同屬性的顧客群設 計個別差異的自費健檢方案。

Self-paid health examination plays a more significant role for hospital in increasing revenues than ever since the Bureau of National Health Insurance reduced the subsidy for hospitals. In order to understand how a customer’s background influences her/his willingness on self-paid health examination, we investigate the relationship between the visit frequency of self-paid health examination and customers’ characteristics such as education and income. We used the questionnaire survey method and the sample size was 1510 after eliminating invalid questionnaires. Data were collected from the customers self-paid for their one-day health examination in the southern and northern branches respectively, of a medical center in 2011. Descriptive statistical method was employed to display the demographic and frequency numbers and Log-linear method was used to do the post-hoc analysis. Studies show that southern examination center has higher percentage for the fourth time visit than in northern center. For the factor of education, participants with elementary school level or below have the most visit frequency of selfpaid health examination. On the other hand, participant with monthly salary less than NT$30,000 have the highest possibility to count the self-paid examination as for their first time. Finally, in the southern Taiwan, health examinees with monthly income between NT$70,000 and NT$90,000 are most likely to treat the self-paid examination as for their fourth time or above. Demand for health examination begins to increase as aging of the population is ongoing in Taiwan. In order to increase the revenue, hospital managers need to customize the self-paid health examination for potential customers with different characteristics such as education and income; and the results of this study can provide hospital management for making decisions in designing the self-paid health examination.