近年來,因為網路發展迅速穩定,民眾日常活動常使用網路來進行資訊收集。根據蓋洛普民意測驗中心公布的2011年全球媒體自由度調查報告,台灣媒體自由度全球排名第17,是亞洲媒體自由度最高的國家,也因為這種號稱為「第四權」的社會正義可以自由的報導各種議題,針對醫療糾紛新聞較過去更加重視而大篇幅報導。因此本研究主要目的在探討網路世界中醫療糾紛報導是否會吸引民眾閱讀後產生的負向情緒並進一步產生負向口碑傳遞。本研究使用問卷訪查方法並搭配SPSS軟體進行結果分析。本研究結果顯示,根據案例產生生氣情緒者,對於報復及意見搜尋之負向口碑傳播方式有顯著性影響,其中意見搜尋變數對於幫助自我判斷有正相關,而報復變數則與醫院負評有正相關
In recent years, because the internet has been developed rapidly and stably, people use the internet to search information in their daily life. According to the survey of global media freedom of Gallup 2011, Taiwan is ranked 17th in the world and the number one in Asian. Because the social justice which is called the fourth power can report various issues freely, people pay more attention to medical malpractice news than before. Therefore, the paper studies the relationship between emotions and negative WOM. This study employs Questionnaires Survey to collect data, and then verifies the assumptions by SPSS software. Based on all analysis, this study shows that when a medical malpractice occurs, the emotion-anger has positive and significant correlations with revenge intention and spread of negative word of mouth.