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研究生:林詩容
研究生(外文):Shih-JungLin
論文名稱:醫療網站的虛擬氛圍對消費者情緒、認知以及行為之影響---以台灣地區經常上網人口為例
論文名稱(外文):The Impact of Hospital Website’s Virtual Atmospherics on Customer Emotional States, Cognition, and Behavior---The Case of Regular Internet Users in Taiwan
指導教授:蔡明田蔡明田引用關係
指導教授(外文):Ming-Tian Tsai
學位類別:碩士
校院名稱:國立成功大學
系所名稱:國際企業研究所碩博士班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:中文
論文頁數:114
中文關鍵詞:醫療機構網站M-R模型趨避行為理論
外文關鍵詞:hospital websiteM-R modelapproach avoidance theory
相關次數:
  • 被引用被引用:5
  • 點閱點閱:1307
  • 評分評分:
  • 下載下載:211
  • 收藏至我的研究室書目清單書目收藏:5
台灣醫療機構網站的相關研究,其內容大多為探討網站的功能與線上服務之項目,均未探討網站設計的美學相關因素。此外,這些研究亦未深入探討醫療機構網站對消費者行為產生影響之過程,這也使得對醫療機構網站使用者內在狀態的瞭解更顯不足。因此,本研究便以M-R模型(Russell & Mehrabian, 1978)為基礎,來探討醫療機構網站的虛擬氛圍對消費者情緒與認知以及行為之影響。並藉由發展高任務相關(網站的功能性)與低任務相關(網站設計美學)的虛擬氛圍刺激因子,來補足當前研究之缺口外,亦透過認知與情緒的構面來衡量並解釋消費者之內在狀態,接著再進一步探討如何對消費者行為產生影響,而研究對象則以台灣地區的經常上網人口為例進行探討,研究結果顯示:
一、醫療機構網站的虛擬氛圍對消費者的情緒與認知產生正向的顯著影響。
二、消費者的情緒並未對消費者的趨近行為產生顯著影響。
三、消費者的認知對消費者的趨近行為產生正向的顯著影響。
四、醫療機構網站的虛擬氛圍需透過認知對消費者的趨近行為產生正向的顯著影響。

The researches about hospital website in Taiwan which mostly focus on discussing the website’s functions and its online servies but without aesthetic factors. Also, the process of how the hospital website’s atomospheric variables influence consumer’s behavior is discussed hardly in those researches. Therefore, the purpose of this article is trying to identify the relation between the hospital website’s atomospheric variables and consumer’s behavior. The article is based on the M-R model(Mehrabian & Russell, 1974) to examines the role of emotion and cognition. Moreover, this article includes high task relevant(website’s function) and low task relevant(website’s design) as the hospital website’s atomospheric variables. Additionally, the research also focus on discussing the regular Internet users in Taiwan. The finding of the research is as followed:
1.The hospital website’s atomospheric variables have an effect on emotion and cognition.
2.The customer’s emotional states have no effect on consumer’s behavior.
3.The customer’s cognitive states have an effect on consumer’s behavior.
4.The cognition is a mediator between the hospital website’s atomospheric variables and behavior.

摘要 I
Abstract II
誌謝 III
目錄 IV
表目錄 VI
圖目錄 VIII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討 6
第一節 國內醫療機構網站發展現況 6
第二節 國內醫療機構網站使用者分析 18
第三節 刺激反應模型 23
第四節 環境刺激變數 24
第五節 消費者內在狀態 28
第六節 消費者回應 34
第七節 研究假設與推導 37
第三章 研究方法 42
第一節 研究架構 42
第二節 研究假設 43
第三節 研究變項之操作性定義與衡量 44
第四節 抽樣對象與抽樣方法 53
第五節 資料分析方法 55
第四章 實證結果分析與討論 61
第一節 研究樣本與變項之描述性分析 61
第二節 因素分析 71
第三節 構面之信效度分析 76
第四節 研究架構整體模式之適配度分析 86
第五節 主要研究假設實證結果彙整 91
第五章 結論與建議 94
第一節 研究結論 94
第二節 理論與實務意涵 96
第三節 研究限制 98
第四節 未來研究建議 99
參考文獻 101
附錄一 各層級醫療機構網站現況 109
附錄二 研究問卷 111
表2-1-1 醫療網站分類方式 14
表2-1-2 國內探討醫療網站之相關文獻匯整 15
表2-1-3 國內探討醫療網站之相關文獻匯整(續) 16
表2-1-4 國內探討醫療網站之相關文獻匯整(續) 17
表2-2-1 九十九年兩性透過網路搜尋各類資料情形 22
表2-5-1 情緒狀態形容詞語意 30
表2-5-2 區別性情緒項目表 31
表2-7-1 趨避理論的原始衡量項目與網路虛擬環境之比較 36
表3-2-1 研究假設 43
表3-3-1 「高任務相關線上虛擬環境刺激變數」之問卷題項與參考來源 45
表3-3-2 「低任務相關線上虛擬環境刺激變數」之問卷題項與參考來源 46
表3-3-3 「愉悅」之問卷題項與參考來源 47
表3-3-4 「喚起」之問卷題項與參考來源 48
表3-3-5 「支配」之問卷題項與參考來源 49
表3-3-6 「網站資訊性」之問卷題項與參考來源 50
表3-3-7 「網站涉入程度」之問卷題項與參考來源 51
表3-3-8 「服務態度」之問卷題項與參考來源 52
表3-3-9 「趨避行為」之問卷題項與參考來源 53
表3-4-1 受測者年齡層比例 54
表3-4-2問卷整體發放與回收情形 54
表3-4-3 問卷發放與回收情形 55
表3-5-1 KMO值之參考標準 56
表4-1-1 受訪者基本資料分布情形 62
表4-1-2 受訪者使用網路情形分布 63
表4-1-3 「高任務相關線上虛擬環境刺激變數」構面之敘述統計量 64
表4-1-4 「低任務相關線上虛擬環境刺激變數」構面之敘述統計量 65
表4-1-5 「愉悅」構面之敘述統計量 66
表4-1-6 「喚起」構面之敘述統計量 67
表4-1-7 「支配」構面之敘述統計量 67
表4-1-8 「網站資訊性」構面之敘述統計量 68
表4-1-9 「網站涉入程度」構面之敘述統計量 69
表4-1-10 「服務態度」構面之敘述統計量 70
表4-1-11 「趨避行為」構面之敘述統計量 71
表4-2-1 KMO值及Bartlett 球形檢定表 72
表4-2-2「線上虛擬環境刺激變數」構面之因素分析結果彙整表 72
表4-2-3「線上虛擬環境刺激變數」構面之因素分析結果彙整表(續) 73
表4-2-4「情緒」構面之因素分析結果彙整表 74
表4-2-5「認知」構面之因素分析結果彙整表 75
表4-2-6「趨避行為」構面之因素分析結果彙整表 76
表4-3-1各構面信度分析表 77
表4-3-2 各構面下因素之信度分析結果彙整表 78
表4-3-3 各構面下因素之信度分析結果彙整表(續) 79
表4-3-4 區別效度分析表 80
表4-3-5 區別效度分析表(續) 81
表4-3-6 「線上虛擬環境刺激變數」收斂效度一階驗證性因素分析 83
表4-3-7 「線上虛擬環境刺激變數」收斂效度二階驗證性因素分析 83
表4-3-8 「情緒」收斂效度一階驗證性因素分析 84
表4-3-9 「情緒」收斂效度二階驗證性因素分析 84
表4-3-10 「認知」收斂效度一階驗證性因素分析 85
表4-3-11 「認知」收斂效度二階驗證性因素分析 85
表4-1-1 結構方程模式之變項 87
表4-2-2 整體理論模式的結構模式分析 89
表4-4-3 認知在線上虛擬環境刺激變數與消費者趨避行為之中介效果檢測 91
表4-5-1 研究假設結果匯整 93
圖1-3-1 研究流程與步驟 5
圖2-2-1 歷年我國經常上網人口成長情形 19
圖2-2-2 台灣地區民眾最常使用寬頻上網功能(複選) 19
圖2-2-3 網路使用者透過線上方式獲取的健康資訊類型 21
圖2-5-1 情緒環狀體驗模式 31
圖3-1-1 本研究架構圖 43
圖4-4-1 整體結構模式圖 87
圖4-4-2 整體結構模式路徑圖 90

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