- 學位論文
結合理性行為理論與計畫行為理論 探討消費者在網路上購買醫療器材意願之研究
Combining the Theory of Reasoned Action (TRA) and Theory of Planned Behavior(TPB): A study on the willingness of consumers to purchase medical equipment on the Internet
摘要
隨著網際網路的發展及為了應因高齡化的社會，臺灣也在2012年對法條鬆綁，允許第一等級與部分第二等級醫療器材在網路上販售。在國內研究領域中，對於消費者網購醫療器材的意願的研究甚少。本研究結合理性行為理論、計畫行為理論為基礎，添加「知覺風險」、「便利條件」、「自我效能」的構面，並利用醫療器材分級進行市場區隔，運用結構方程式來探討消費者在網路上購買醫療器材之影響因素。實證結果發現: 1.於第一等級及第二等級醫療器材而言均具有顯著影響者有：「態度」對「行為意圖」、「自我效能」對「知覺行為控制」、「知覺行為控制」對「行為意圖」、以及「行為意圖」對「實際行為」。 2.於第一等級醫療器材有顯著影響者而第二等級醫療器材無顯著影響者有：「主觀規範」對「行為意圖」、以及「便利條件」對「行為意圖」。 3.「知覺風險」對「行為意圖」則於第一等級及第二等級醫療器材而言均無顯著影響。
並列摘要
With the development of Internet and to should be due to the aging society, Taiwan deregulation decree in 2012, allowing the first grade and the second grade medical equipment sold on the Internet. In the domestic research field, the researches on the willingness of consumers to purchase medical devices is very little. This study combined with the theory of reasoned action and theory of planned behavior, add "perceived risk", "convenience conditions" and "self-efficacy" dimensions, and the classification of medical equipment market segments, using structural equation model to explore the factors that affecting medical devices to consumers on the Internet. The empirical results show that: 1.The path parameters of attitude to intention, self-efficacy to perceived behavioral control, perceived behavioral control to intention and intention to behavior are significant both on the models of first and second grade Oidai Ni rating medical devices. 2.The path parameters of subjective norm to intention and conveniences to intention are significant on the model of first grade Oidai Ni rating medical devices but not significant on the models of second grade Oidai Ni rating medical devices. 3.The path parameter of perceived risk to intention is not significant both on the models of first and second grade Oidai Ni rating medical devices.