社区卫生服务机构市场导向的测量及影响因素的Logistic回归分析

Objective: To develop and evaluate a questionnaire of market orientation of community health service institutions, and carry out an empirical research based on a theory framework of nonprofit organizations. Methods: Using the questionnaire to collect data, analyzing the reliability and validity of questionnaire with using the internal consistency reliability coefficient and exploratory factor analysis. The factors of market orientation were analyzed by logistic regression analysis. Results: The questionnaire of market orientation of community health service institutions contains 18 measurement items, including four dimensions, that is: customer orientation, information generation, internal responsiveness and emphasizing survival. The level of reliability and validity of questionnaire is good. The samples' market orientation located in a medium level (3.765±0.550), emphasizing survival located at a lower level (3.496±0.759). The proportion of medical care-seeking (OR=1.523) and transformational leadership (OR=4.018) differed greatly between market orientation group and control group (P＜0.05). Conclusion: This study have built an evaluation questionnaire to measure market orientation of community health service institutions, it has certain theory value and application prospect for community health service institutions. The proportion of medical care-seeking and transformational leadership are the important influencing factors of market orientation.