臺灣博碩士論文加值系統

國內專業人士，如：醫師、會計師、建築師、精算師..等，皆需經國家專科考試、審核通過取得證照，始可從事相關專業服務，且民眾也因政府的嚴格把關，才將自身之需求委請專業人士服務。本研究之動機緣起，是因為目前臺灣牙科專科制度相對歐、美、日等國尚未完善，坊間一般取得牙醫師執照之醫師皆可從事人工植牙手術，因為個人多年從事牙科行政管理工作，深知，人工植牙屬於侵入性醫療行為，而未受過專科訓練之牙醫師對民眾實施人工植牙手術實在對民眾口腔健康造成極不確定風險存在。故，人工植牙之口碑效應之研究，個人認為實在能為臺灣民眾與醫師提供一個參考之重要依據。
本研究以專業服務助益最大的口碑傳播效應來做實證探討，並分析消費者內在的知識水平與外在訊息搜尋之間，兩者對口碑傳播效應的影響。
並且以各種服務品質認知及其差異切入，並藉由顧客滿意與顧客忠誠的因素的探討，進而發現「口碑傳播」是消費者對服務肯定時，最為顯著的表徵。
最後，依據本研究分析的結果，針對研究生服務之機構擬定
一系列改善策略。當然，不同地區、不同專業服務經本研究模式分析之後，得到的結果可能會不一樣。但希望本研究應該能為口碑傳播行銷模式奉獻一點微薄心力。

All professionals, such as doctors, accountants, architects, actuaries, have to pass national specialty examinations to gain qualifications, so that they can undertake relevant expertise services, and the public can trust these professionals to serve for their needs due to the strict supervision by the government. The study motive came from the incompletion of Taiwan dental expertise system at present, compared to the system in Europe, America and Japan. Normally, each dentists with dental licenses can undertake dental implant surgery in Taiwan. Owing to working in an administrative position for many years, we do understand that dental implant is a invasive medical behavior that untrained dentists can lead to uncertain risks to our oral health. We, hereby, assume that the study on the word-of-mouth effects of dental implant can be an essential base to Taiwanese people for reference.
The study aims to have a empirical discussion about the maximum word-of-mouth effects for professional services, and analyze its impact on the relationship between the internal knowledge standards and external imformation searching of consumers. Meanwhile, we have findings that “Word-of-Mouth” is the most significant symbol when consumers are satisfied with the services through the discussion on the variables of customer satisfaction and customer loyalty as well as the cognition of all sorts of service quality and differences.
Lastly, we propose a series of improvement strategy for the organization of postgraduate service based on the consequence of this study. Although the final consequence will not be the same in every region or professional service, we believe the study can still be useful to the word-of-mouth marketing model.

目　錄
頁次
目　錄 I
圖目錄 V
表目錄 VI
第一章 緒論 1
1.1 研究背景 1
1.2 研究動機 2
1.3 研究目的 3
1.4 研究流程 5
第二章 產業簡介與文獻探討 6
2.1產業簡介 6
2.2口碑傳播 8
2.3消費者的知識水平 9
2.3.1 主觀知識水平 9
2.3.2 客觀知識水平 9
2.3.3 知識水平與口碑傳播效應 10
2.4消費者訊息結合的關係水平強度 10
2.4.1 社會關係（Social Relationship） 11
2.4.2 文化差異（Culture Differences） 11
2.4.3 性別異同（Gender Differences） 13
2.5 消費者對服務品質的認知 14
2.5.1 服務品質定義 14
2.5.2 醫療服務品質 16
2.5.3 衡量服務品質的構面 16
2.5.4 服務品質的衡量模型 17
2.5.5 SERVQUAL五大構面 18
第三章 研究方法 21
3.1研究架構 21
3.2 研究假設 21
3.2.1 影響口碑傳播效應的主要因素 21
3.2.2 影響口碑傳播效應的干擾因素 22
3.2.3 變數的操作型定義與衡量 22
3.2.4 研究對象 27
3.2.5 調查方式 27
3.2.6 問卷設計 27
3.3資料分析方法 29
3.3.1量表信效度分析 29
3.3.2 敘述統計 31
3.3.3 單因子變異數分析(ONE–WAY ANOVA) 31
3.3.4 迴歸分析 31
3.3.5 獨立樣本 t檢定 31
第四章 研究結果 32
4.1信、效度測試 32
4.1.1效度測試 32
4.1.2信度測試 37
4.2調查樣本人口統計變項之分佈情形 37
4.3調查樣本各構面變項分佈情形 39
4.4各構面T檢定結果因素探討 39
4.4.1調查樣本的性別和各構面T檢定因素探討 39
4.4.2調查樣本的植牙經驗與各構面T檢定因素探討 40
4.5調查樣本之人口統計學對各構面之影響因素探討 41
4.5.1調查樣本的年齡對各構面之影響因素分析 41
4.5.2調查樣本的教育程度對各構面之影響因素分析 42
4.5.3調查樣本的婚姻狀況對各構面之影響因素分析 42
4.5.4調查樣本的職業對各構面之影響因素分析 43
4.6各構面對口碑效應之多元逐步廻歸分析 43
4.6.1知識水平對口碑效應之多元逐步廻歸分析 43
4.6.2訊息結合之關係強度對口碑效應之多元逐步廻歸分析 43
4.6.3診所的服務品質對口碑效應之多元逐步廻歸分析 44
4.7影響口碑傳播效應的調節因素 44
4.7.1調查樣本的知識水平和診所提供的服務品質對口碑效應的影響分析 44
4.7.2 調查樣本的訊息結合關係強度和診所提供的服務品質對口碑效應的影響分析 45
4.8 共線性診斷 47
4.9 假設驗證 48
第伍章 結論與建議 49
5.1研究發現 49
5.2管理涵意 52
5.3策略與建議 53
5.4研究限制與未來研究方向 54
5.5總結 54
參考文獻 57
附錄　　人工植牙之口碑傳播效應問卷 63

圖目錄
圖1-1口碑研究之重要性 3
圖1-2研究流程圖 5
圖2-1 PZB服務品質模式 20
圖3-1研究架構 21

表目錄
表2-1 全國各公會牙醫師人數統計 7
表2-2 SERVQUAL 五大構面 19
表3-1 變數的操作型定義及問卷的衡量方式 26
表3-2 本研究問卷設計題項彙總表 27
表4-1 KMO值及Bartlett球形檢定 33
表4-2 消費者知識水平構面之因素分析結果 33
表4-3 消費者訊息結合關係強度構面之因素分析結果 35
表4-4 消費者對服務品質認知構面之因素分析結果 36
表4-5 各構念內部一致分析 37
表4-6 調查樣本人口學變項之分佈情形(n=183) 38
表4-8 調查樣本的性別和各構面T檢定結果分析 40
表4-9 調查樣本的植牙經驗T檢定結果分析 41
表4-10調查樣本的年齡對各構面之單變項分析(n=183) 42
表4-11調查樣本的教育程度對各構面之單變項分析(n=183) 42
表4-12知識水平對口碑效應之多元逐步廻歸分析(n=183) 43
表4-13訊息結合之關係強度對口碑效應之多元逐步廻歸分析(n=183) 44
表4-14診所的服務品質對口碑效應之多元逐步廻歸分析(n=183) 44
表4-15調查樣本的知識水平和診所提供的服務品質對口碑效應的影響分析 45
表4-16調查樣本的訊息結合強度和診所提供的服務品質對口碑效應的影響分析 46
表4-17共線性分析 47
表4-18共線性診斷表 47
表4-19研究假設成立與否 48
表5-1 本研究之發現整理 51
表5-2 策略與建議一欄表 51

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