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    Please use this identifier to cite or link to this item: http://ccur.lib.ccu.edu.tw/handle/A095B0000Q/485

    Title: 探討兩岸民眾對線上健康諮詢平台忠誠度之影響因素;The Impact Factors of The Taiwan and China People’s Loyalty on Online Health Consultation Platform
    Authors: 黃俐芸;HUANG, LI-YUN
    Contributors: 資訊管理系醫療資訊管理研究所
    Keywords: 兩岸文化;線上健康諮詢平台;忠誠度;Online health consultation platform;Both sides;Loyalty
    Date: 2017
    Issue Date: 2019-07-17
    Publisher: 資訊管理系醫療資訊管理研究所
    Abstract: 隨著社會經濟不斷的發展、生活水準的提高,民眾的醫療保健意識也正在發生變化。在目前的技術下,民眾可透過網路在足不出戶的情況下進行資訊、知識的蒐集與瞭解。而台灣衛生福利部及中國國務院為因應網路的趨勢及加強為民服務,分別推動線上健康諮詢平台,提供民眾上網獲得免費、專業的醫療諮詢,使民眾能透過網路平台,瞭解更多的醫療保健知識。但在兩岸都有線上健康諮詢平台的情況下,民眾對其的使用程度卻大不相同,在Toufaily等人(2013)文獻回顧消費者與網站忠誠度的研究中,歸納出信任、滿意度是決定忠誠度的重要因素,並提到先前對忠誠度這方面的研究較傾向於如何增加民眾使用網站的忠誠度,之後的研究可進一步探討文化差異對網路忠誠度的影響。因此,兩岸民眾在使用線上健康諮詢平台上使用率的差異,是否因兩岸文化不同的、民眾信任平台的程度等因素的影響,本研究將藉由常被運用來預測消費者對許多產品及服務的滿意度與忠誠度之期望確認理論加上信任變數,以文化做為調節變項,來探討兩岸民眾對線上健康諮詢平台的忠誠度之影響因素。在兩岸文化作為調節變項的狀況下,研究結果指出,民眾的自覺健康風險及使用平台後的確認程度越高,越會認為線上健康諮詢平台有用,而民眾對平台的確認、信任程度會影響其對線上健康諮詢平台的滿意度,當民眾認為平台有用及滿意時,其對線上健康諮詢平台的忠誠度越高。另外,本研究結果得知線上健康諮詢平台的有用性及滿意度間之關係,會受到文化內的不確定性規避構面所調節。綜合本研究結果,提升線上健康諮詢平台的有用性、增加民眾對線上健康諮詢平台的信任程度及忠誠度,並降低民眾對於未知的情況所感受到的恐懼程度,讓民眾能持續使用平台進而降低醫療資源浪費等問題。
    With the rising of economy and living standards, people can now search for the information they want to know through the Internet at home. In response to this situation, Taiwan’s Ministry of Health and Welfare and the State Council in China promoted the online health consultation platform to provide people the free and professional medical advice, so that people can understand the knowledge of health through the platform. Both nations now have online health consultation platform, but the usage of each one is very different. Toufaily et al. (2013) summed up that trust and satisfaction are important factors to determine loyalty, and the previous studies on loyalty in this regard were inclined to show how to increase people’s loyalty about using such a site, suggesting that further research can explore the impact of different cultures on the web loyalty. Therefore, the difference between citizens in both sides, Taiwan and China, should be studied more to take into account their use of online health consultation platform, the influence of different cultures, trust and so on. This study is based on Expectation Confirmation Theory (ECT) and added trust to be the variables, and then used culture as the adjust variable to explore the influencing factors of people’s loyalty about online health consultation platform in both sides.
    Appears in Collections:[資訊管理系醫療資訊管理研究所] 學位論文

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