臺灣博碩士論文加值系統

過去在知覺風險對口碑傳播的研究中，學者們有不同見解，有學者認為低風險的產品較易產生口碑傳播，有學者則認為低風險的產品較少產生口碑傳播。
而醫療口碑現象普遍存在於人與人的交談中，許多病患在進行醫療行為前（後），會與他人討論就醫資訊或是分享就醫經驗，這現象顯示了口碑的重要性。在醫療服務產業競爭日趨激烈的環境下，除了基本的醫療服務，人們在就醫過程中，亦感受到許多形式的體驗，而醫療過程當下的感受將影響人們對於醫療機構的評價，進而影響其傳播口碑的意願。
故本研究將釐清知覺風險對口碑傳播的影響，並探討在醫療過程中，病患的醫療體驗對其口碑意圖的影響，以及醫療體驗對知覺風險及口碑意圖之間關係的干擾效果。
在台北醫學大學附設醫院的內科部進行問卷調查，研究對象為候診區的病患及其親友，採用便利抽樣方式，共回收438份問卷，有效問卷321份，回收率73.29%，並使用第18版SPSS軟體進行相關性與迴歸分析。結果顯示，知覺風險對病患口碑意圖呈負向影響，醫療體驗對病患口碑意圖產生顯著正面影響，而醫療體驗則是正向干擾知覺風險對口碑意圖的影響。

This study examines the relationships among perceived risk on word-of-mouth intention and moderating effects of medical care experience on the relationships between perceived risk and WOM intention.
The object is the patient in Taipei Medical University Hospital and using convenient sampling to arrange questionnaire. The study utilized SPSS 18.0 statistics software to analysis data. Of the 438 collected questionnaires, 321 were effective. The results suggest that perceived risk and medical care experience have significant effects on WOM intention, and medical care experience mediated the relationship between perceived risk and WOM intention respectively.

摘要 ii
ABSTRACT iii
目錄 iv
表目錄 vi
圖目錄 vii
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 2
1.3 研究流程 3
第二章 文獻探討 4
2.1 口碑 4
2.1.1 口碑的定義 4
2.1.2 口碑的影響力 5
2.1.3 口碑意圖 5
2.2 知覺風險 7
2.2.1 知覺風險的構面 7
2.2.2 知覺風險與口碑意圖 9
2.3 體驗 11
2.3.1 體驗行銷 11
2.3.2 策略體驗模組 12
2.3.3 醫療體驗與口碑意圖 13
2.3.4 醫療體驗對知覺風險及口碑意圖的影響 14
第三章 研究方法 16
3.1 研究架構 16
3.2 研究假設 17
3.3 操作型定義 18
3.4 變數衡量 19
3.4.1 口碑意圖 19
3.4.2 知覺風險 20
3.4.3 醫療體驗 22
3.4.4 問卷設計 23
3.5 研究設計 24
3.5.1 研究對象 24
3.5.2 前測分析 25
3.5.3 資料分析方法 27
第四章 資料分析與實證 28
4.1 敘述性統計分析 28
4.2 信效度分析 30
4.3 Pearson相關分析 32
4.4 研究假設驗證 34
4.4.1 知覺風險與口碑意圖 34
4.4.2 醫療體驗與口碑意圖 36
4.4.3 醫療體驗的干擾效果 37
第五章 結論與建議 38
5.1 研究結論 38
5.2 研究貢獻 40
5.2.1 學術貢獻 40
5.2.2 實務貢獻 41
5.3 研究限制 42
5.4 未來研究方向 43
參考文獻 44
附錄一、台北醫學院附設醫院公文審核確認 52
附錄二、研究問卷 53

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