使用者對雲端醫療接受度之探討-以關係品質為干擾效果

A Study on Customers’ Acceptability of Medical Cloud Services: The Moderating Effect of Relationship Quality

龔宜珣(Yi-Hsun Kung)

指導教授 ： 李國瑋

國立臺中科技大學/商學院/企業管理系事業經營碩士班/碩士(2012年)

https://doi.org/10.6826/NUTC.2012.00098

摘要

本研究主要目的在針對影響消費者對雲端醫療之態度與行為意圖之因素進行關聯性探討，兼論關係品質對其干擾效果。雲端醫療突破時間與地點的限制，有助於縮減城鄉醫療服務差距並提供廣泛的服務，近年來，各大醫院提供雲端醫療服務日益崛起，惟目前雲端醫療服務在市場上普及度仍極有限，以至於多數國人對於此方面的服務在認知與觀念上並不普遍，成了推行雲端醫療的障礙。因此，瞭解潛在消費者對雲端醫療之使用意願、及影響其使用意願的可能因素，是本研究的重要目的。

本研究以Davis(1989)所提出之科技接受模式（Technology Acceptance Model, TAM）理論為基礎，探討外部變數(包括資訊安全、社會影響、電腦自我效能)與干擾變項(關係品質)影響潛在使用者對雲端醫療的認知有用性及易用性、使用態度或行為意圖，並以台中地區的303位民眾為問卷調查實證對象，分析結果顯示：(1)資訊安全與社會影響對認知有用性有正向顯著的影響；(2)社會影響與電腦自我效能對認知易用性有正向顯著的影響；(3)認知有用性、認知易用性與關係品質對使用態度有正向顯著的影響，其中又以認知有用性與關係品質的影響程度最大；(4)關係品質與認知有用性的交互作用會對使用態度造成影響，具有顯著干擾效果；(5)關係品質與認知易用性的交互作用會對使用態度造成影響，具有顯著干擾效果；最後，使用態度對行為意圖有正向顯著之影響。由以上分析可得知本研究假設皆獲得實證支持，而此結果將對此相關方面研究帶來一定助益。

關鍵字

雲端醫療 ； 科技接受模式 ； 資訊安全 ； 社會影響 ； 電腦自我效能 ； 關係品質

並列摘要

The study aims to discuss the relationship between customers’ attitude and influencing factors of behavior intention when they use Medical Cloud Services, and also scrutinize its interference effect in terms of relationship quality. Being able to break the limitations of space and time, medical cloud services help to diminish the gap between the medical services offered by the urban hospitals and those by the suburb ones, and provide a wide variety of services. In recent years, it is a trend for hospitals to provide medical cloud services, and yet their popularity is very limited. The insufficient promotion and people’s lack of knowledge about them lead to the obstacles to the new type of services. Thus, it is the purpose of the study to scrutinize the factors that influence potential customers’ willingness to utilize medical cloud services.

The research is based on the theory of TAM brought up by Davis et al. (1989) to discuss the factors that might influence customers’ attitude when they use IT products. It will also explore external variables (including information security, social influence, and computer self-efficacy) confounding variables (relationship quality) which affect the potential customers’ perception of usefulness of the services, their attitude when using them or their behavior intention. In this study, the empirical objects in the survey consist of 330 people in Taichung. The results of the study are as follows: (1) information security and social influence have significant positive influences on cognitive perceived usefulness；(2) social influence and computer self-efficacy have significant positive influences on cognitive perceived ease of use; (3) perceived usefulness, perceived ease of use and relationship quality have significant positive influences on the users’ attitude when they use the services, and among them, the greatest influence lies in the perceived usefulness and relationship quality; (4) the interaction between relationship quality and perceived usefulness will affect the users’ attitude, and has a significant moderating effect; (5) the interaction between relationship quality and perceived ease of use would influence the users’ attitude, and has a significant moderating effect. Finally, the users’ attitude has a significant positive influence on behavioral intention. In conclusion, the hypothesis of the study, which is supported by empirical results, could be beneficial to relevant research in the future.

並列關鍵字

Medical Cloud ； Technology Acceptance Model (TAM) ； Information security ； social influence ； computer self-efficacy ； relationship quality

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