涉入、知覺風險與購買意願關係之研究－以護理人員專業責任保險為例

The Study of Relationship between Involvement, Perceived Risk and Purchase Intention-A Case Study of Liability Insurance for Nurses

王瓊華(Chiung-Hua Wang)

指導教授 ： 張婉玲

朝陽科技大學/管理學院/保險金融管理系/碩士(2010年)

摘要

近年來台灣消費者的求償意識日漸高漲，媒體報導時有所聞醫療糾紛案件，當發生醫療糾紛案件時，醫護人員除了要承受社會輿論壓力，尚需面對負擔訴訟費用及一筆可能為數不小賠償金。護理人員是病患的直接照顧者，也是醫療團隊人數最多的一群，在執行業務中，一旦糾紛發生時，是否有能力承擔應負的賠償責任，市面上護理人員專業責任保險承保範圍為護理人員因過失、錯誤或疏漏行為，而違反其業務上應盡之義務，直接導致第三人體傷或死亡，依法應負賠償責任時，藉由保險制度的運作，有適當的風險移轉方法，將風險轉嫁由保險公司承擔。
　　「護理人員專業責任保險」為保險市場上新推出的險種，護理人員是否願意購買此保險，則有賴於其對該保險的關心、重視程度，因此，本研究將藉由問卷調查方式，調查護理人員對該專業之涉入程度與知覺風險對購買意願的影響，本研究的主要目的為探討護理人員對護理人員專業責任保險之涉入對知覺風險的影響、知覺風險對購買意願的影響、涉入對購買意願的影響，並探討知覺風險在涉入與購買意願之間的中介效果。
　　本研究以服務於中山醫學大學附設醫院之護理人員為抽樣對象，以問卷調查方式進行資料蒐集，共發出420份問卷回收有效問卷369份，所得資料以敘述性統計、獨立樣本t檢定、單因子變異數分析、皮爾森積差相關分析及階層迴歸分析等統計方法進行分析與假設驗證，由研究後結果發現護理人員對於護理人員專業責任保險之涉入對知覺風險有負向影響、知覺風險對購買意願有負向影響及涉入對購買意願有正向影響及知覺風險在涉入與購買意願之間存在中介效果。

關鍵字

護理人員專業責任保險 ； 購買意願 ； 知覺風險 ； 涉入

並列摘要

In recent years, Taiwan''s consumers are increasingly conscious of the claim, often heard in media reports of medical dispute cases, when the medical dispute cases, the medical staff in addition to bearing the pressure of public opinion, yet to face the burden of legal costs and a possible small number of non- compensation. Nurses are the direct care of patients who are the largest group of health care team in the implementation of the business, once the dispute occurs, the ability to assume liability for, the market nurses professional liability insurance coverage for the nursing staff by negligence, errors or omissions act in breach of the obligations imposed on its business, a direct result of the third human injury or death, shall be liable according to law when, through the insurance system works, there are appropriate risk transfer method, transfer of risks borne by insurance companies.
　　"Nursing professional indemnity insurance " as the insurance market new insurance, nurses are willing to buy this insurance, the insurance will depend on their interest, emphasis, therefore, this study by questionnaire survey to investigate nursing Involvement of the professional staff and perceived risk on purchase intention, this study aimed to investigate nurses professional liability insurance nursing involvement on perceived risks, perceived risk and purchase intention of involving income on the purchase intention, and to explore the perceived risk and purchase intention in the involvement of an intermediary between the effect.
　　In this study, to serve the Chung Shan Medical University Hospital nursing staff for the sample object, a questionnaire survey to collect data, a total of 420 questionnaires sent 369 copies of valid questionnaires, collected data descriptive statistics, independent sample t test, one factor variance analysis, Pearson correlation analysis and hierarchical regression analysis and other methods analysis and hypotheses test. The study found that for nurses, involvement of "Nursing professional indemnity insurance" has negative effect on perceived risk and perceived risk has negative effect on purchase intention. Involvement has positive effect on purchase intention and perceived risk and purchase intention in the involvement intermediary between the results.

並列關鍵字

liability insurance for nurses ； purchase intention ； involvement ； perceived risk

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