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http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/27108完整後設資料紀錄
| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 林能白 | |
| dc.contributor.author | Yu-Ting Su | en |
| dc.contributor.author | 蘇郁婷 | zh_TW |
| dc.date.accessioned | 2021-06-12T17:55:35Z | - |
| dc.date.available | 2016-10-03 | |
| dc.date.copyright | 2011-10-03 | |
| dc.date.issued | 2011 | |
| dc.date.submitted | 2011-08-09 | |
| dc.identifier.citation | 英文文獻
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/27108 | - |
| dc.description.abstract | 相較於廣告或其他促銷活動，口碑為商業性較低的溝通行為，口碑提供者較不會因為傳播口碑而得到任何利益，因此民眾會藉由口碑來決定是否購買產品或服務，而民眾對於醫療服務結果不確定性更大，於是口碑為民眾選擇就診醫院重要的影響因素，但針對口碑與民眾就醫選擇的影響卻少有去探討，因此本研究主要探討口碑對民眾就醫選擇的影響，以及專業程度、關係強度、知覺風險與服務多重選擇這些不同調節因素下，口碑對民眾就醫選擇的影響程度。
本研究藉由問卷調查門診的民眾其在選擇就診醫院前，接受口碑的情況，並且受口碑影響的程度，而口碑分為口碑積極度、正向口碑與負向口碑三個構面，提供者專業程度、接受者專業程度、關係強度、知覺風險與服務多重選擇為調節變項，依變項為影響就醫選擇的程度，結果顯示口碑積極度、正向口碑與負向口碑皆會對影響就醫選擇的程度有正向影響，而不同情境因素下，口碑資訊對民眾就醫選擇影響程度的情形為： 1. 當提供者專業程度愈高，對口碑積極度與正向口碑對就醫選擇影響程度的 調節效果愈小。 2. 當關係強度愈高，對口碑資訊對影響就醫選擇程度的調節效果愈小。 3. 當財務風險愈高，對口碑積極度影響就醫選擇程度的調節效果愈小。 4. 當民眾可選擇醫院愈多以及較少能選擇時，對口碑資訊對影響就醫選擇程度的 調節效果愈高。 即使研究結果顯示愈高的提供者專業程度、關係強度與財務風險，其對就醫選擇的調節效果是較小的，但同樣也發現其對口碑對就醫選擇的影響程度依然是較高的，表示對醫院管理者而言，須重視在高專業程度口碑提供者、高關係強度、高知覺風險對就醫選擇的影響效果，以及著重特色醫療的口碑傳播。 | zh_TW |
| dc.description.abstract | Word-of-mouth (WOM) is a person-to-person communication without commercial bias. Sender will not get benefit from communicating WOM; therefore people who make purchase decision will be affected by WOM. Moreover people perceive more uncertain on health care service, and WOM becomes an important source of information to selecting health care providers. This article studies the effects of WOM in hospital choice and the factors that influence WOM effect. The factors as a moderator variables include senders’ and receiver’s expertise, tie strength, perceived risk and multiple choice.
The study examines finding from 155 outpatients of medical center. The dimension of WOM information includes WOM activity and WOM praise, and the independence variable is the effect of WOM on hospital choice. The moderator variables include senders’ and receiver’s expertise, tie strength, perceived risk and multiple choice. The results are drawn below: 1. The more WOM information, the greater effect of WOM on hospital choice. 2. When the senders’ expertise is high, the moderator effect of WOM activity / positive WOM on hospital choice is low. 3. When the tie strength is high, the moderator effect of WOM information on hospital choice is low. 4. When the financial risk is high, the moderator effect of WOM activity on hospital choice is low. 5. When the amount of hospital can be chosen are many or only one, the moderator effect of WOM activity on hospital choice is high. | en |
| dc.description.provenance | Made available in DSpace on 2021-06-12T17:55:35Z (GMT). No. of bitstreams: 1 ntu-100-R98843012-1.pdf: 887544 bytes, checksum: 8db97136363aa5c31d4c43a76518be5d (MD5) Previous issue date: 2011 | en |
| dc.description.tableofcontents | 口試委員審定書 i
誌 謝 ii 中文摘要 iii 英文摘要 iv 表目錄 vii 圖目錄 ix 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 5 第一節 口碑內涵 5 第二節 口碑對購買決策影響 11 第三節 專業程度調節效果 18 第四節 關係強度調節效果 22 第五節 知覺風險調節效果 24 第三章 研究方法 28 第一節 研究架構 28 第二節 研究假設 30 第三節 研究設計 32 第四節 研究變項定義 34 第五節 資料分析方法 39 第四章 資料分析與研究結果 41 第一節 描述性統計分析 41 第二節 信度與效度 46 第三節 研究假設檢定 52 第五章 討論 75 第一節 研究假說驗證 75 第二節 研究結果討論 77 第六章 結論與建議 83 第一節 結論 83 第二節 建議 86 第三節 研究限制 89 參考文獻 90 附錄一 研究問卷專家意見與修正 96 附錄二 正式研究問卷 98 | |
| dc.language.iso | zh-TW | |
| dc.subject | 醫療行銷 | zh_TW |
| dc.subject | 口碑 | zh_TW |
| dc.subject | 口碑行銷 | zh_TW |
| dc.subject | 就醫選擇 | zh_TW |
| dc.subject | word-of-mouth marketing | en |
| dc.subject | word-of-mouth | en |
| dc.subject | medical marketing | en |
| dc.subject | hospital choice | en |
| dc.title | 口碑對就醫選擇的影響及其調節因素 | zh_TW |
| dc.title | Word-of-Mouth Effects on Hospital Choice and Moderator Variables | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 99-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 黃世傑,胡同來 | |
| dc.subject.keyword | 口碑,口碑行銷,醫療行銷,就醫選擇, | zh_TW |
| dc.subject.keyword | word-of-mouth,word-of-mouth marketing,medical marketing,hospital choice, | en |
| dc.relation.page | 100 | |
| dc.rights.note | 有償授權 | |
| dc.date.accepted | 2011-08-09 | |
| dc.contributor.author-college | 公共衛生學院 | zh_TW |
| dc.contributor.author-dept | 健康政策與管理研究所 | zh_TW |
| 顯示於系所單位： | 健康政策與管理研究所 | |
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