醫院網站服務品質與使用者就醫意向之關係探討

A Study of the Service Quality of Hospital Websites and Users' Intention of Health Service Utilization

鍾國彪(Kuo-Piao Chung) ； 周其宏(Chi-Hung Chou) ； 郭年眞(Nien-Chen Kuo)

《台灣公共衛生雜誌》 24卷5期 (2005/10) Pp. 375-384

https://doi.org/10.6288/TJPH2005-24-05-01

摘要

目標：本研究的目的主要在於瞭解國內醫院網站使用者的現況，並探討服務品質與使用者就醫意向之間的關係。方法：有14家醫學中心及區域醫院參與研究，以網路問卷調查民眾使用醫院網站情形與對網站服務品質的看法，以及未來選擇就醫或推薦的意向。結果：自91年11月19日起至92年1月7日止，共回收1018份有效問卷（回覆率58.0%），其中以女性居多(75.1%)，其中52%的填答者使用網站前，就常至該醫院就醫，而利用醫院網站最主要的目的，是為自己尋找健康或疾病資訊(56.7%)，最常使用的服務項目，是查詢門診時間(75.1%)，且填答者對醫院網站的重視程度，多抱持正面態度。填答者對網站服務品質的看法，在大部分的題目上對品質的期望都顯著的高於實際的感受。經由邏輯斯迴歸分析發現，填答者的特質及網站服務品質特定構面期望與感受的落差，會影響網站使用者就醫的意向或向親友推薦的意向。結論：由研究結果顯示，在控制個人特質等因素後，醫院網站服務品質會影響網站使用者就醫或推薦的意向，因此建議醫院經營者應重視網站提供的資訊與服務，透過醫院網站作為媒介，強化與病患之關係。

關鍵字

醫院網站 ； 使用者現況 ； 就醫意向

並列摘要

Objectives: The purposes of this study were to understand the status quo of hospital websites users and explore the relationship between service quality and users' intention of service utilization. Methods: Fourteen domestic medical centers and regional hospitals voluntarily joined the study. Data collection was carried out by a self-administered website questionnaire that included current utilization, opinions about service quality of hospital website and intention of service utilization. Results: The period of data collection ran from November 2002 to January 2003 and 1,018 valid questionnaires were obtained with a 58.0 percent response rate. Most respondents were female (75.1%), 52 percent of the respondents had previous service experience with those specific hospitals. The main purpose in using a specific hospital's website was to search for health or disease related information (56.7%); the most frequent function they used was inquiring about the ambulatory care schedule (75.1%); furthermore, respondents had positive attitudes toward the degree of emphasis on hospital websites. Users' expectations of the service quality of the hospital website were significantly higher than their perceptions for most of the items and such expectation-perception difference in specific aspects will impact on the intention of utilization in the future or their intention to recommend hospital's services to friends and families. Conclusion: After adjusting for personal characteristics, the difference between users' expected and perceived service quality of the hospital website will impact on their own and recommendation intention for service utilization. Thus, hospital administrators should pay more attention to website information and services, and enhance hospital's relationship with patients by way of the hospital's website services.

並列關鍵字

hospital website ； user's status quo ； intention of service utilization

參考文獻

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