臺灣博碩士論文加值系統

台灣人口急遽高齡化，人口老化速度位居全球第二，僅次於日本，也帶動銀髮健康和安全照護的需求。而遠距照護的實施便是為了要因應人口快速老化與疾病型態的慢性化，藉由建置遠距照護服務網絡，使病患獲得持續性的醫療及生活照護。由於消費者購買商品時，常會根據許多外在之線索進行商品評估；其中，如何讓消費者在評估的過程中產生較高的知覺品質並且提升商品在消費者心中之價值，進而讓消費者產生更高的購買意願，則是供應商須重視之議題。故本研究應用結構方程式（SEM）來探討台灣民眾對於遠距照護商品的產品知識、知覺風險、知覺利益及知覺價值等各變數間之因果關係，作為探討影響消費者購買遠距照護商品意願影響之因素及其理論架構。
本研究以問卷調查法為主，抽取台灣台中及彰化地區的民眾為調查對象，以研究者所編製的「遠距照護商品購買意願」量表為工具，共發出調查問卷500份，有效回收問卷421份，有效回收率為84.2%。採用的統計方法主要包括：因素分析、次數分配、平均數、標準差、百分比、路徑分析等統計方法進行問卷資料分析。
研究結果顯示，遠距照護商品的知覺風險對於消費者的知覺價值有顯著影響，且對於消費者購買意願有顯著相關；知覺價值則在知覺風險對於購買意願以及知覺利益對於購買意願間，扮演著中介的角色；而產品知識對於知覺風險、知覺利益的形成以及消費者的購買意願有著顯著的影響。由結論本文提出實務上對供應廠商、政府之建議及學術上之意涵。
關鍵詞：銀髮族、遠距照護商品、知覺風險、知覺價值、知覺利益、購買意願、結構方程式

The increasing rate of aging population in Taiwan was ranked No. 2 globally, only second to Japan, resulting in a great demand of healthcare services for senior citizens. Tel-healthcare services may provide continuous cares for the elderly and the patients with chronic diseases. The profit of a company attributed to the consumers’ willingness to purchase its products. However, a couple of external information related to the products is generally used to evaluate the products by the consumers before purchasing. It is an important issue for a company to create higher purchasing willingness and to enhance perceived value and quality in the consumer’s mindset during the evaluation process. This study explored the relationships among the product knowledge, perceived risk, perceived benefits, perceived value and willingness to purchase the telecare products in Taiwan by applying a theoretical framework constructed using the structural equation modeling (SEM).
A designed and verified questionnaire was used to survey the willingness of purchasing telecare product. Sampling method was adopted to select citizens from Taichung and Changhua areas to fill the questionnaire for this investigation. A total of 500 copies of questionnaire were disseminated to the sampled subjects with 421 valid copies (84.2%) received. Descriptive statistical analysis includes frequency, percentage, mean, and standard deviation. Factorial analysis and pathway analysis were also conducted.
The results exhibited that the perceived risk of tele-healthcare products had significant impacts on both perceived value and willingness to purchase. Moreover, perceived value played a mediating role between perceived risk and perceived benefit, which in turn affected consumers’ willingness to purchase. In contrast, product knowledge significantly influenced the perceived risk (p<0.001) and perceived benefit of the product, as well as consumers’ willingness to buy.

Keywords: Senior citizens, tele-healthcare products, perceived risk, perceived value, perceived benefit, willingness to purchase, structural equation modeling
(SEM)

目錄
摘 要.....................................................................I
Abstract.................................................................II
誌 謝....................................................................IV
表目錄..................................................................VII
圖目錄...................................................................XI
第一章 緒論 1
第一節 研究背景、動機與目的 1
第二節 研究範圍與章節架構介紹 6
第三節 名詞釋義 9
第四節 研究步驟 14
第二章 文獻探討 17
第一節 遠距照護服務之定義、發展與應用 17
第二節 產品知識之定義、衡量構面與應用 30
第三節 知覺風險之定義、衡量構面與應用 36
第四節 知覺利益之定義、衡量構面與應用 42
第五節 知覺價值之定義、衡量構面與應用 46
第六節 購買意願之定義、衡量構面與應用 53

第三章 研究方法 58
第一節 研究架構及研究假設 58
第二節 問卷設計與變數衡量 65
第三節 問卷信度與效度分析 73
第四節 資料處理與分析 76
第四章 研究結果分析與討論 81
第一節 受試者之敘述性統計 81
第二節 人口統計變項與心理知覺變項之差異性分析92
第三節 心理知覺變項之驗證性因素分析與研究假設驗證127
第五章 結論與建議 152
第一節 結論 152
第二節 建議 165
第三節 研究限制與未來研究方向 170
參考文獻................................................................172
附錄....................................................................195

 
表目錄
表2-1 遠距醫療定義 18
表2-2 遠距照護定義 20
表2-3 遠距居家照護定義 21
表2-4 遠距照護試辦計畫之服務內容 26
表2-5 知覺風險構面探討 40
表2-6 知覺價值構面探討 50
表3-1 產品知識操作性定義與衡量題項 66
表3-2 知覺風險操作性定義與衡量題項 67
表3-3 知覺利益操作性定義與衡量題項 69
表3-4 知覺價值操作性定義與衡量題項 70
表3-5 購買意願操作性定義與衡量題項 72
表3-6 預試問卷因素分析與信度結果彙整表74
表4-1 調查對象基本資料表 82
表4-2 產品知識之敘述性統計分析 84
表4-3 知覺風險之敘述性統計分析 86
表4-4 知覺利益之敘述性統計分析 88
表4-5 知覺價值之敘述性統計分析 89
表4-6 購買意願之敘述性統計分析 91
表4-7 性別對產品知識之獨立樣本t 檢定表92
表4-8 婚姻狀況對產品知識之獨立樣本t 檢定表93
表4-9 年齡對產品知識之單因子變異數分析表 94
表4-10 教育程度對產品知識之單因子變異數分析表95
表4-11 居住狀況對產品知識之單因子變異數分析表96
表4-12 人口統計變項對產品知識之差異性分析彙整表97
表4-13 性別對知覺風險之獨立樣本t 檢定表 98
表4-14 婚姻狀況對知覺風險之獨立樣本t 檢定表 99
表4-15 年齡對知覺風險之單因子變異數分析表 100
表4-16 教育程度對知覺風險之單因子變異數分析表102
表4-17 居住狀況對知覺風險之單因子變異數分析表103
表4-18 人口統計變項對知覺風險之差異性分析彙整表105
表4-19 性別對知覺利益之獨立樣本t 檢定表 106
表4-20 婚姻狀況對知覺利益之獨立樣本t 檢定表 107
表4-21 年齡對知覺利益之單因子變異數分析表 108
表4-22 教育程度對知覺利益之單因子變異數分析表 109
表4-23 居住狀況對知覺利益之單因子變異數分析表 110
表4-24 人口統計變項對知覺利益之差異性分析彙整表 112
表4-25 性別對知覺價值之獨立樣本t 檢定表 113
表4-26 婚姻狀況對知覺價值之獨立樣本t 檢定表 114
表4-27 年齡對知覺價值之單因子變異數分析表 115
表4-28 教育程度對知覺價值價值之單因子變異數分析表 117
表4-29 居住狀況對知覺價值之單因子變異數分析表 118
表4-30 人口統計變項對知覺價值之差異性分析彙整表 120
表4-31 性別對購買意願之獨立樣本t 檢定表 121
表4-32 婚姻狀況對購買意願之獨立樣本t 檢定表 122
表4-33 年齡對產品知識之單因子變異數分析表 123
表4-34 教育程度對購買意願之單因子變異數分析表 124
表4-35 居住狀況對購買意願之單因子變異數分析表 125
表4-36 人口統計變項對購買意願之差異性分析彙整表 126
表4-37 產品知識之基本配適度分析 130
表4-38 產品知識之整體配適度評鑑 130
表4-39 知覺風險之基本配適度分析 131
表4-40 知覺風險之整體配適度評鑑 132
表4-41 知覺利益之基本配適度分析 133
表4-42 知覺利益之整體配適度評鑑 133
表4-43 知覺價值之基本配適度分析 134
表4-44 知覺價值之整體配適度評鑑 135
表4-45 購買意願之基本配適度分析 136
表4-46 購買意願之整體配適度評鑑 136
表4-47 因素效度分析表 138
表4-48 整體模式之驗證性因素分析表 139
表4-49 整體模式之配適度綜合指標評鑑表 142
表4-50 結構模式之路徑分析與假說驗證表 147
表4-51 各構面對購買意願效果分析 149

 
圖目錄
圖1-1 論文章節架構 8
圖3-1研究架構圖 58
圖3-2 研究假設及說明圖 64
圖3-3 SEM模式理論圖 78
圖4-1 產品知識驗證性因素分析模式 129
圖4-2 知覺風險驗證性因素分析模式 131
圖4-3 知覺利益驗證性因素分析模式 132
圖4-4 知覺價值驗證性因素分析模式 134
圖4-5 購買意願驗證性因素分析模式 135
圖4-6 線性結構模式 141
圖4-7 影響購買意願相關構面徑路圖 150

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