臍帶血儲存之接受程度探討 － 信任因果模型之應用

The Acceptance of Cord Blood Banking in Taiwan: An Application of the Causal Model of Trust

陳奕全(I-Chian Chen)

指導教授 ： 方珍玲

國立臺北大學/商學院/合作經濟學系/碩士(2010年)

摘要

根據訊聯臍帶血銀行（BabyBanks）的資料顯示，訊聯臍帶血銀行之骨髓與臍帶血儲存量於2009年國際臍帶血暨骨髓資料庫（BMDW）排名世界第三。然而，台灣儲存臍帶血之人口比例約為8％ ∼ 10％，仍屬低落。由於臍帶血儲存之接受程度高低對臍帶血銀行之未來發展有極大影響，因此本研究目的將探討臍帶血儲存之接受程度會受到哪些變數而有所影響。過去學者提出的「信任因果模型」，主張新興科技接受程度之高低，是透過信任、知覺利益、以及知覺風險，其三個變數之組成，進而對新興科技接受程度有所影響。因臍帶血儲存屬於近幾年最具有潛在發展能力及需求之新興生物醫療科技，本研究動機與目的即透過「信任因果模型」之應用，探討社會大眾對臍帶血儲存服務之接受程度。本研究共發放507份問卷，並回收415份有效樣本，回收率達81.85%。根據結構方程模式（SEM）之結果，有效驗證「信任因果模型」之適合度，表示臍帶血儲存在社會大眾的心理，屬於具有風險與不確定性之新興科技。另外，SEM能夠解釋變數之間的路徑關係，其結果發現；信任對知覺利益與接受程度皆有正面影響，而知覺利益也對接受程度有正面影響；信任對知覺風險無顯著影響，而知覺風險對接受程度則有負面影響。換言之，當人們對臍帶血銀行有較高之信任，則有較高之知覺利益與接受程度，但對知覺風險並無影響。而當人們有較高之知覺利益，則有較高之接受程度；較高之知覺風險，則有較低之接受程度。因此，信任無法透過知覺風險，間接影響接受程度；信任僅能直接、或透過知覺利益，間接影響接受程度。整體而言，除了信任與知覺風險之間的路徑關係之外，本研究假設皆受到支持。臍帶血銀行信任之增加，雖然無法降低知覺風險，但能夠提升對其新興科技之知覺利益與接受程度，進而促進臍帶血儲存之潛在人口，以及促進臍帶血銀行之未來發展。

關鍵字

接受程度, 臍帶血儲存, 信任因果模型

並列摘要

According to the database of Bone Marrow Donors Worldwide (BMDW), the number of bone marrows and cord blood stored in BabyBanks Corporation has increased to the third largest bank in 2009. Thus, cord blood banks have expanded its market and promote its development in Taiwan recently. However, the population of cord blood banking customers in Taiwan was claimed to be around 8% ~ 10%, which was still low. Since its future development depends heavily on public acceptance, this article tends to determine factors that could have influence on public acceptance towards cord blood banking. Under the concept proposed by the causal model of trust, this structural model claimed that public acceptance of a new technology is jointly determined by trust, perceived benefit, and perceived risk. Overall, a total of 507 samples were distributed and 415 valid questionnaires were returned, yielding a response rate of 81.85%. In conclusion, the structural equation modeling (SEM) results have confirmed the structural model; indicate that cord blood banking is certainly perceived as an emerged technology with high risks. And also, the relationship between trust, perceived benefit, perceived risk, and public acceptance were found; when public have more trust in cord blood banks, then they will perceive more benefits, and will be more likely to accept cord blood banking. Furthermore, the more perceived benefit and the less perceived risk, the more likely public will accept cord blood banking. However, trust has no significant influence on perceived risk. As a result, trust has a direct influence and an indirect influence on public acceptance; but only through perceived benefit, not perceived risk. The increased of trust could not reduce perceived risk, but it could increase perceived benefit and subsequently increase public acceptance of cord blood banking. And thus, it could enhance the future development of cord blood banks.

並列關鍵字

public acceptance, cord blood banking, causal model of trust

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