人情行銷：人情對台灣銀髮族使用遠距照護系統的運作關係

For Renquing or Health? The Reciprocity in the Adoption of Telehealth Service among Taiwanese Older Adults

史聖群(SHENG-CYUN SHIH)

指導教授 ： 丁姵如

國立臺北大學/商學院/企業管理學系/碩士(2015年)

摘要

臺灣人口高齡化衍生出醫療資源需求增加、成本龐大的問題，遠距照護科技被認為是一個有效解決的方法。許多研究利用科技接受模型探討老人使用遠距照護科技的動機與障礙，卻忽略老人重視人際關係及利用情感做決策的特性。這方面的學術討論仍嫌薄弱，本研究的目的即是探討人際因素對老人科技使用的關鍵性。
初步研究已在2014年初執行，訪談南投縣竹山秀傳醫院遠距照護計劃中，2010年至今定期使用遠距照護系統的老人。分析發現，社會支持是長輩進行遠距照護的重要因素。有受到來自健康管理師以及社區成員社會支持的長輩，接受遠距照護科技的程度也較高。讓人思考老人得到社會支持與遠距照護之間是否具社會交換關係。
現階段研究中，作者試圖瞭解中華文化特有社會法則(面子與人情)和老人使用遠距照護科技的關聯。本研究方法採用質性研究，訪談定期使用竹山秀傳遠距照護的老人。訪談方式依循現象學訪談法，讓受訪者描述過去的相關經歷，同時會有一位不參與訪談的觀察員從旁記錄資料。訪談資料則利用案例分析法進行分析。
本研究結果對未來臺灣地區遠距照護科技產業的發展，以及相關政府部門例如經濟部、衛福部在政策制定能提供幫助與參考，同時也能貢獻予老人學與中華文化之間結合的研究。

關鍵字

人情 ； 遠距照護科技 ； 社會行銷 ； 健康行為

並列摘要

In recent years, the life expectancy in Taiwan increases to nearly 80 years and senior citizens account for 11% of the country’s population. Facing these structural changes in population, telehealth technology is identified as one of the utmost solutions to provide medical services with reduced overall costs. A vast amount of studies address the motivations and barriers for elder adults to adopt telehealth technology. Technology Acceptance Model is often adopted as the framework, which, nevertheless, neglects important age-related characteristics such as memory impairments. Recent calls are made for research to include more age-specific variables into the application of TAM, especially for telehealth technology. This study aims to address this gap.
The Chu-Shan Show-Chwan Hospital (CSSC) Telehealth Project has proven popular since 2010 over 2,200 local senior residents developed a habit of using the telehealth device at least once every week. Nevertheless over 16% of the residents are over 65 and among them over 11% are illiterate. Our preliminary project conducted between February to June 2014 identifies the role of social support, that the elderly became more receptive to use telehealth services once they formed personal relationships and felt supported by the health promotion professionals and/or the other community members. As a follow up study, this project intends to investigate further in terms of the impact of rules such as renquing and mien-tzu on the motivations and decisions to use telehealth technology for these elderly. In the Chinese culture, the rule of renquing is a derivative of the norm of reciprocity and mien-tzu acts as prestige given by practicing self-regulation in the society. The interviewers will follow the phenomenological interview method and try to engage the interviewees with conversations describing their past experiences. Data analysis will utilize the extended case method and use prior theories as guide.

並列關鍵字

Renquing ； Telehealth technology ； Social marketing ； Healthy behavior

參考文獻

Vasunilashorn, S., Steinman, B. A., Liebig, P. S., & Pynoos, J. (2011). Aging in place: Evolution of a research topic whose time has come. Journal of aging research, Article ID 120952, DOI:10.1155/2012/120952.

English References

Abaluck, J., & Gruber, J. (2011). Heterogeneity in choice inconsistencies among the elderly: Evidence from prescription drug plan choice. The American Economic Review, 101, 377-381.

Antonucci, T. C., & Akiyama, H. (1987). An examination of sex differences in social support among older men and women. Sex roles, 17(11-12), 737-749.

Argyris, C. (1982). Reasoning, learning, and action: Individual and organizational. San Francisco, CA: Jossey-Bass.