隨著病患的知識水準提昇，促使病患就醫時採取較為積極且主動的態度，愈來愈普及的教育使得病患參與醫療決策過程的意願及能力都大幅的提高，相較於從前病患想要了解病情、參與決定的權利及意願，得不到重視的父權主義醫療體系，現今的醫療環境儼然已成為以病患為主的服務業之一環。除此之外，醫療服務業中，生產與消費兩者需同時進行，具有服務生產與消費的不可分割特性，因此可知病患參與在醫療產業實為重要之議題。本文由顧客面切入，探討病患參與之前置因素與後續行為，利用問卷發放的方式，總計發出 645 份問卷，回收有效問卷600份，並採用結構方程式之最小平方法 ( Partial Least Squares; PLS ) 作為研究模型的資料分析工具，實證研究結果支持本研究假設。結果發現：(1)病患涉入程度對病患參與有顯著的正向關係；(2)內控人格特質對病患參與有顯著的正向關係；(3)醫療知識對病患參與有顯著的正向關係；(4)病患參與對公民行為有顯著的正向關係；(5)病患參與對共創價值有顯著的正向關係。最後，本文根據結論提出實務與理論意涵、限制與未來研究方向。

The increasing level of medical knowledge, which urges patient to have more positive and initiative attitude when comes to see a doctor. In contrast to the medical system of paternalistic model which means thant patients are not able to make decision or participate in their condition with their doctor, today’s higher education has increased the patients’ ability to participate in the decision-making process. As the modern medical environment becomes a part of patient primarily service industry, moreover, medical service industry has inseparable character, which consumption goes with production. Therefore patient participation in the medical industry has becoming an important subject. The purpose of this study is to discuss the antecedents and consequences of participation in the medical industry from customers’ point of view. A total of 645 questionnaires were distributed, of which 600 valid returns were included in formal analysis work. This study uses Partial Least Squares ( PLS ) as a research tool to analyze the study model. The results of the empirical study strongly supported our hypotheses. Our findings: (1)
patient involvement is positively related to patient participation, (2) the personality of internal control is positively related to patient participation, (3) medical knowledge is positively related to patient participation, (4) patient participation is positively related to citizenship behaviors, and (5) Patient participation is positively related to co-production. Finally, the implications of the study are discussed, along with limitations and suggestions for future research.

指導教授推薦書..............................................
口試委員會審定書.............................................
授 權 書..................................................III
誌　　謝...................................................IV
中 文 摘 要.................................................V
英 文 摘 要................................................VI
目　　錄..................................................VII
圖 表 目　錄...............................................IX
第一章 緒論.............................................- 1 -
第一節、研究動機及目的...................................- 1 -
第二章 文獻探討.........................................- 4 -
第一節、顧客參與........................................- 4 -
第二節、顧客涉入........................................- 10 -
第三節、人格特質.......................................- 14 -
第四節、產品知識.......................................- 17 -
第五節、公民行為.......................................- 20 -
第六節、共創價值........................................- 23 -
第七節、文獻小結........................................- 26 -
第三章 研究方法........................................- 28 -
第一節、研究架構........................................- 28 -
第二節、研究假說........................................- 28 -
第三節、變數的操作性定義與衡量...........................- 32 -
第四節、研究設計........................................- 37 -
第五節、分析方法........................................- 38 -
第四章 研究結果與分析...................................- 41 -
第一節、樣本之描述性統計.................................- 41 -
第二節、測量模型之信度與效度檢定..........................- 42 -
第三節、結構模型暨研究假說檢定...........................- 45 -
第四節、基本資料人口統計變數與各研究構面之差異分析..........- 47 -
第五章結論與建議........................................- 49 -
第一節、研究結論........................................- 49 -
第二節、研究限制與研究建議...............................- 54 -
參考文獻...............................................- 56 -

圖 表 目 錄
圖2-1-1顧客接觸與顧客參與的關係...........................- 9 -
圖3-1-1研究之觀念性架構圖...............................- 28 -
圖4-3-1研究模型驗證結果.................................- 46 -
表3-3-1 病患參與的量表..................................- 33 -
表3-3-2 病患涉入程度的量表..............................- 34 -
表3-3-3 內外控人格特質的量表............................- 35 -
表3-3-4 自我監控人格特質的量表...........................- 35 -
表3-3-5 醫療知識的量表..................................- 36 -
表3-3-6 公民行為的量表..................................- 36 -
表3-3-7 共創價值的量表.................................- 37 -
表4-1-1 問卷基本資料敘述性統計分析.......................- 41 -
表4-2-1 病患參與前置因素及後續行為信度分析結果.............- 43 -
表4-2-2 平均變異抽取量（AVE）與相關係數矩陣...............- 45 -
表4-3-1 PLS路徑係數分析及研究假設檢定結果.................- 46 -
表4-4-1 基本資料人口統計變數與各研究構面之差異分析表.......- 48 -

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