以計畫行為理論探討消費者購買遠距健康照護意圖之研究

Examining Customer Purchase Intentions for Telehealthcare: Based on the Theory of Planned Behavior

高祺凱(Chi-Kai Kao)

指導教授 ： 黃維民

國立中正大學/管理學院/資訊管理系醫療資訊管理研究所/碩士(2015年)

摘要

在政府面臨預算緊縮、現有照護模式難以負荷節節高升的健康與社會照護需求下，使得遠距健康照護被視為解決未來健康照護需求的重要策略，並成為世界各國醫療科技與服務產業發展趨勢。綜觀國內外文獻，發現民眾對該科技的運用具高滿意度與接受度，但若要其自行負擔此服務之花費，則購買意願不高；而以往的研究多著重於技術面及使用意圖的探討，有關購買意圖之研究相當缺乏。
鑑此，本研究以計畫行為理論為基礎，納入影響科技產品購買意願之有用性、易用性、消費者特徵-健康意識，並納入消費者購買力構面-知覺財務控制，以瞭解哪些因素會影響遠距健康照護的購買意圖。
本研究經由遠距健康照護服務之單位對其會員進行問卷發放，共收集到176份有效問券，並以統計軟體smartPLS去驗證各變數間的假設關係及依變數間的解釋能力。研究結果發現，影響消費者購買遠距健康照護的因素有態度及知覺財務控制等變項，而態度會受到知覺有用性、知覺易用性以及健康意識所影響，進而再影響到購買意圖。

關鍵字

健康意識 ； 知覺財務控制 ； 知覺易用性 ； 知覺有用性 ； 計畫行為理論 ； 遠距健康照護 ； 購買意圖

並列摘要

Telehealthcare has been an important strategy to solve the growing healthcare needs in recent years, as the government’s welfare budget constraints and the health and social care needs continues to grow. According to literatures, several studies suggested that the public has high satisfaction and acceptance toward this technology. However, the purchase intention is not high because the service costs. Since most of the previous telehealthcare researches focused on the technical side or the use intention, studies on purchase intentions are relatively lacking. Hence, there is a need to identify the factors that affect the purchase intention of adopting telehealthcare.
This study aims to design a model of the factors affecting the consumers’ purchase intention of telehealthcare. The proposed model is based on the theory of planned behavior and includes perceived usefulness, perceived ease of use and health consciousness. Data was collected from 176 consumers through a questionnaire distributed through telehealthcare centers. SPSS and smartPLS were employed as data analysis tools to confirm our hypotheses and test against the research model. The findings of the study reveal that attitude and perceived financial control can be critical predictors of purchase intention. The results also suggest that consumers’ attitude toward purchases can be influenced by perceived usefulness, perceived ease of use and health consciousness.

並列關鍵字

perceived financial control ； perceived usefulness ； perceived ease of use ； health consciousness ； Theory of Planned Behavior ； telehealthcare ； purchase intention

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