臺灣博碩士論文加值系統

在沈寂多時的中醫事業，順著全球尋求傳統醫學療法的熱潮下，以提供創新服務方式的中西醫結合醫療技術，企圖跨越鴻溝，開創大眾市場。本研究以Rogers的創新擴散理論並結合Davis之科技接受模型，建構中西醫結合醫療採用意願模型，再以結構方程模式釐清中西醫結合醫療跨越鴻溝之重要關鍵因素。研究發現，建立消費者對中西醫結合醫療採用態度為首要任務，其次為創新接受度與相對優勢。而影響採用態度之首要因素則為相容性，其次為可觀察性。而在目標對象方面，高教育水準與低教育水準之路徑係數影響均無顯著性差異，顯示消費者對採用中西結合醫療意願呈現兩極化之M型結構。

The health care industry in a society plays a significant role for the welfare of people and the advance of medical engineering/bio-technology alike. However, increasing investment in acquiring the sophisticated instruments and world-patented drug prescription quells people’s hope to afford the health care service, unless insurance policy allows the access. Concurred with Christensen’s framework of disruptive innovation in health care delivery, we observe that the integration of traditional Chinese and Western medicine entitles itself to disrupt the incumbent health care system. Based on Roger’s innovation diffusion model and Davies’ technology adoption model we propose a framework to explore the influential factors and their interrelationship with customer’s adoption intention towards the integration of traditional Chinese and Western Medicine. Hypotheses are made to conceptualize this theoretical framework and allow the methodology of structure equation modeling (SEM) to test the theory. The objective is to identify the causal links of customer perception and motivation towards the integration with construct such as customer’s adoption attitude and intention. The outcome of this study makes a contribution in providing insights for the development of appropriate business model for health care service industry.

謝誌------------------------I
摘要------------------------II
Abstract--------------------III
圖目次---------------------VI
表目次---------------------VII
第一章 緒論--------------1
第二章 文獻探討--------6
第三章 研究設計--------25
第四章 實證結果--------39
第五章 結論與建議-----57
參考文獻------------------62
附錄一---------------------67
附錄二---------------------70

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