民眾持續使用醫師部落格意圖之影響因素

Factors Affecting User Intention to Continue to Use Physicians' Blogs

林俊男(Chun-Nan Lin) ； 劉永章(Yung-Chang Liu) ； 阮金聲(Jin-Sheng Roan)

《北市醫學雜誌》 8卷1期 (2011/03) Pp. 23-36

https://doi.org/10.6200/TCMJ.2011.8.1.03

摘要

目的：現今，醫師紛紛建立自己的部落格，提供醫療健康資訊及回覆醫療健康相關問題，增加與民眾的互動，促成自身與診所的行銷效果。因此，如何吸引民眾持續回來使用部落格，也就成為醫師經營部落格時必須關注的議題。方法：本研究探討使用醫師所屬的部落格的民眾之知覺使用性、信任、醫師特質、和滿意度對他們持續使用醫師該部落格意圖的影響。我們將網路問卷置於醫師部落格中，總共收集到283位曾經使用過醫師部落格民眾的有效問卷進行分析。結果：研究結果發現：(1)醫師部落格經營者的誠實與能力正向影響使用者的信任。(2)知覺有用性、信任、和績效確認程度正向影響部落格使用者的滿意度。(3)使用者滿意度和知覺使用性正向影響部落格持續使用意圖。結論：本研究證實績效確認程度會正向影響部落格使用者知覺有用性。

關鍵字

醫師部落格 ； 醫師特質 ； 信任 ； 持續使用意圖

並列摘要

Objectives: Today, many physicians run their own blogs in order to provide not only health care advice but also to promote themselves and their clinics. Therefore, the question of how to turn blog visitors into regular patrons has become a major concern among physicians who run blogs. Methods: This study explores the impact of such blogs in terms of perceived usability, user trust, physician characteristics, and user satisfaction among the visitors regarding whether they intended to continue to use the blog. We conducted a survey by posting questionnaires on four physicians' blogs and collected 283 valid responses for further analysis. Results: The results are as follows: (1) the honesty and capability of the physician whose blog it was had a positive impacts on user trust; (2) perceived usability, user trust, and confirmation of a blog usefulness had positive impacts on blog user satisfaction; and (3) user satisfaction and perceived usability have positive impacts on whether the visitor intended to continue to use the blog. Conclusion: The results indicate that Physician blog owners' honesty and capability have positive impacts on user trust.

並列關鍵字

physician ； blog ； trust ； intent to continue to use