病患感知權力、心理安全感與價值共創行為之關聯研究

An Investigation of the Relationships between Patient Perceived Power, Psychological Safety, and Value Co-creation Behavior

李嘉綺(Lee Chia-Chi)

指導教授 ： 鄒蘊欣

國立臺灣師範大學/管理學院/管理研究所/碩士(2022年)

https://doi.org/10.6345/NTNU202200418

摘要

由於醫療業的專業性，因此醫療服務提供者在執業前，需要接受完整的醫學教育訓
練，讓醫療服務提供者可以面對高風險的環境，而這也讓醫療服務提供者與消費者(病患)
之間形成權力不對稱的情形，因為醫療服務提供者往往是決定治療方向的人。但是隨著
消費者的智識改變，目前消費者的權力已有所提升，這也讓病患除了獲得治療結果與建
議外，也會想嘗試了解造成疾病的原因與醫師診斷過程等其他的資訊，由於共創行為帶
來的正面影響，因此了解促進共創行為的因子就變得更為重要，因此，本研究欲了解在
病患權力的改變下，對其共創行為的影響。
本研究以權力的接近/抑制理論為基礎建立模型架構與理論假設，並以醫院的門診
病患作為主要的研究對象，本研究共收集了491 份有效問卷，爾後以 Smart PLS 3.3.2 軟
體進行資料分析，在研究結果方面，病人的感知權力正向影響心理安全感，而心理安全
感會正向影響到病患的共創行為，然而在特質焦慮對於前述關係的干擾效果皆不顯著。
本研究結合權力理論與共創，發現可以正面促進共創行為的因子，同時也加入心理
安全感作為中介因子，有別於過去增加感知利益以促進共創行為的論點，提供一個新穎
且完整的研究架構。在實務貢獻方面，透過本研究將有益於未來醫療業提供服務時，將
本研究結果納入參考，以提升病患共創的行為。

關鍵字

醫療業 ； 權力的接近與抑制理論 ； 服務行銷 ； 價值共創

並列摘要

Healthcare industry has been classified as a professional service given that service providers such as physicians and nurses are required to receive extensive professional medical training to develop the skills, knowledge and judgments in order to not only cure patients but also tackle with many high-risk situations. Yet, patient’s feeling of power that may affect their subsequent value co-creation behavior, such as making effort to understand their symptoms and/or taking medicine as request. That is, when patients do not feel physicians’ knowledge power stronger than themselves, their value co-creation behavior may be enhanced. Value co-creation is getting more important to the healthcare industry because it critically affects patients’ treatment decision and the effectiveness of recovery from the illness.
Based on the Approach/Inhibition Theory of Power, this study explores the relationships between patients’ sense of power, psychological safety, and co-creation. This study proposes that sense of power positively influences psychological safety. Then patient’s psychological safety positively impacts their co-creation. Furthermore, trait anxiety is considered as a moderator that affects the aforementioned relationships (H3). This study collects data via face-to-face survey at a local hospital in Taiwan. Total 491 questionnaires were collected to test the proposed research model and hypotheses.
This research used smart PLS version 3.3.2 to analyze the measurement model, structural model. The result shows that the H1 and H2 are supported, H3a and H3b are rejected. A further explanation is in the conclusion part.
This study contributes to the literature and the practice in several ways. First, little has been done in understanding the effect of power on co-creation. This research provides an alternative view of the psychological process that impacts co-creation. Second, previous research explores the direct effect of psychological safety about employees, yet less has investigated the role of psychological safety on consumer behavior. As consumers are viewed as co-producers in the process of co-creation, it is critical to investigate the effect of psychological safety on consumer behavior. Finally, these findings would benefit the service providers, let them know the factors that enhance patients’ engagement during the treatment.

並列關鍵字

Services marketing ； Approach/Inhibition Theory of Power ； Value co-creation ； Health care

參考文獻

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