探討影響醫療社群網站使用者忠誠度與持續使用意圖之因素研究－以Facebook為例

An Empirical Study on Factors Affecting Users of Health Social Networking Sites in Loyalty and Continuance Usage Intentions － A Case Study of Facebook

劉淑芬(SHU-FEN LIU)

指導教授 ： 黃維民

國立中正大學/管理學院/資訊管理學系/碩士(2016年)

摘要

近年來, 隨著網際網路之蓬勃發展，以及網路使用率之普及，人們變得越來越依賴網路，社群網站正逐漸成為許多人即時搜索資訊與交流互動之工具。根據2015年之調查中發現，Facebook是目前全球發展最成功並且最多人使用的社群網站。除了既有的社交功能之外，更進一步成為傳遞醫療資訊之新平台。社群網站便是資訊傳遞之轉運站，然而，在醫療方面亦是如此，與國外之醫療社群網站研究相較之下，國內之相關研究發展顯然起步較晚且尚未成熟。
社群網站為醫療領域帶來了一股新的革命，同時新的網路科技和軟體程序，相較於以往，使醫療從業人員更能容易使用它，且能及時在網站上找到個人化的醫療資訊，以及病患自我管理與其分享之相關醫療資訊。因此所謂之醫療社群網站(Health Social Networking Sites, HSNS)便順應而生。
為了面對市場之競爭力，因此，對醫療社群網站經營者而言，探討維持醫療社群網站使用者忠誠度之主要因素並進一步吸引用戶造訪該網站是個重要之議題。是故，本研究主要以理性行為理論為基礎，納入科技-個人-環境模型之三個研究構面，以瞭解哪些因素會影響醫療社群網站使用者之忠誠度與持續使用意圖。
本研究以結構式問卷，針對使用Facebook醫療社群網站之法定成年人進行驗證，共收集到205份有效問卷，回收率為68%。並以統計軟體SmartPLS 3.2與SPSS 22.0進行驗證各變數之間的假設關係及依變數間之解釋能力。研究結果如下所述：
1. 知覺有用性、知覺有趣性、信任、隱私政策對態度有正向之影響。
2. 滿意度對忠誠度與持續使用意圖有正向之影響。
3. 社群轉換成本對忠誠度有負向之影響。
4. 態度、忠誠度、主觀規範對持續使用意圖有正向之影響。

關鍵字

科技-個人-環境模型 ； 醫療社群網站 ； 理性行為理論 ； 臉書

並列摘要

In recent years, along with the rapid development of Internet, and the emerging popularity of the web, people relies more and more on the web, social network site (SNS) has become a tool for people to do research and communicate. According to the survey in 2015, Facebook has become the most successful and widely-used SNS in the world. More than social networking function, it has been become a new platform to further transfer of medical information, as well as to transfer health care information. However, the development of SNS on health care research in our country, and relevant study have lagged apparently and seem immature comparing with the other countries.
SNS could bring a new revolution in the field of health care. As the new networking technology and user-friendly software programs, professionals use them easily and could get personalized health care information, management of patients’ self care, and shared own experiences information. So, Health Social Networking Sites (HSNS) have to be growing quickly.
In order to face the competitiveness of the market, wherefore, for the HSNS companies, it is important for them to investigate the purpose factors which keep the loyalty of users and to attract more to visit the website continuously. Therefore, the study is mainly based on the study of Theory of Reasoned Action (TRA) and relevant research model of technological, personal and environmental (TPE) to investigate of factors affecting users of HSNS in the loyalty and continuance usage intentions.
In this study, the structured questionnaire was used to survey of legal adults who use the HSNS on Facebook. The valid response rate was 68% with overall 205 respondents. The analyses were conducted way software SmartPLS 3.2 & SPSS 22.0 to validate the assumption of relationship between each variable and explanation ability between variables. The significant findings of the study are as following:
1. Perceived ease of use, perceived playfulness, trust, and privacy policy have significantly positive effects on the attitude.
2. Satisfaction has significantly positive effect on the loyalty and continuance intention.
3. Community switching costs have significantly negative effect on the loyalty.
4. Attitude, loyalty and subjective norm have significantly positive effects on the continuance intention.

並列關鍵字

Model of Technological, Personal and Environmental ； Theory of Reasoned Action ； Health Social Networking Sites ； Facebook

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