臺灣博碩士論文加值系統

醫療諮詢網站因為網際網路的快速發展漸漸成為民眾就醫以及疾病因應的重要資料參考來源，而有關民眾對於醫療諮詢網站的研究甚為缺乏，本研究結合期望確認理論、科技接受模式及網路忠誠度的研究建立一模型，期以了解民眾利用醫療諮詢網站解答醫療疑問時，期望、有用認知、確認、滿意、再訪、推薦之間的影響關係。

基於上述動機，本研究以衛生署台灣e院使用者為研究對象，以問卷調查法，參考相關文獻設計符合本研究情境之問卷，以驗證研究模型。問卷調查期間為3個月，共收得有效問卷398份。問卷搜集後使用LISREL 8.80軟體驗證模型，研究結果顯示有用認知是影響確認、滿意、再訪、推薦的重要因素。

Medical consultation website is getting popular as an important information source when they are seeking medical advises and coping with diseases due to the fast development of Internet. However, there is lack of research focusing on medical consultation website. This study incorporated Expectation Confirmation theory, Technology Acceptance Model and network loyalty to build a model to understand the use of medical consultation website for public. We hope to reveal the relationships between perceived usefulness, confirmation, satisfaction, revisit, and recommended.

We surveyed users who visited "Taiwan e Doctor", the medical consultation website of Department of Health Taiwan, via the web-based questionnaire to test the research model. The survey collected 398 usable responses in total. We used LISREL 8.80 to validate the proposed model. The results show that perceived usefulness is an important factor to affect confirmation, satisfaction, revisit, and recommendation.

目　錄
中文摘要 IV
ABSTRACT V
致謝 VI
表目錄 VIII
圖目錄 IX
第一章　緒論 1
1.1研究背景與動機 1
1.2研究目的 4
第二章　文獻探討 5
2.1科技接受模式（TAM） 5
2.2期望確認理論（ECT） 8
2.3滿意度 13
2.4使用者忠誠度 17
第三章　研究設計與方法 19
3.1假說及模型建立 19
3.2研究對象 24
3.3研究方法與步驟 28
第四章　資料分析 31
4.1信度分析 39
4.2測量模式分析 40
4.3模式適合度分析 43
4.4研究假說檢定 47
第五章　結論與建議 48
5.1研究結果 48
5.2網站改善建議 51
5.3本研究的貢獻 52
5.4本研究的限制 53
5.5未來研究方向和建議 53
參考文獻 55
附錄　問卷內容 68


表目錄
表1　TAM文獻中各變數間關係的頻率 7
表2　滿意度及品質衡量構面比較 14
表3　忠誠度與口碑對照 18
表4　相關研究結果 23
表5　2011年各科諮詢數與瀏覽數 26
表6　2011年台灣ｅ院發問者年齡分布 27
表7　問卷設計參考文獻 29
表8　問卷填寫者基本資料分析彙整表 31
表9　單因子變異數分析 32
表10　不同年齡之期望的多重比較 34
表11　不同教育程度之期望的多重比較 35
表12　不同教育程度之滿意的多重比較 36
表13　不同收入之期望的多重比較 37
表14　不同教育程度之滿意的描述性統計量 38
表15　年齡與基本資料次數統計 38
表16　各構面的信度統計量 39
表17　潛在自變數及其觀測變數關係之估計值 40
表18　研究模式各變數之信度分析表 42
表19　本研究潛在變數的相關係數矩陣 43
表20　模型適合度分析結果 43
表21　路徑係數之影響效果分析表 46
表22　關聯模式之驗證假說結果 47


圖目錄
圖1　留言板型醫療諮詢網站運作方式 3
圖2　參考文獻架構圖 5
圖3　科技接受模式 6
圖4 期望確認模式 8
圖5　確認的理論化概念圖(Anderson,1973) 12
圖6　消費者滿意與服務品質基本觀念比較圖（郭德賓等，1999） 14
圖7　本研究提出的模型 24
圖8　各科Ｑ＆Ａ數 25
圖9　歷年發問人次 26
圖10 假說的驗證結果（Standardized Solution） 45

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