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研究生： 林士涵
Shih-han Lin
論文名稱： 醫療網路口碑平台之需求研究
Demand for online platforms for medical word-of-mouth
指導教授： 林孟彥
Meng-Yen Lin
口試委員: 蔡瑤昇
葉穎蓉
Ying-Jung Yeh
黃振豊
曾盛恕
Seng-Su Tsang
學位類別： 博士
Doctor
系所名稱： 管理學院 - 管理研究所
Graduate Institute of Management
論文出版年： 2018
畢業學年度： 106
語文別： 中文
論文頁數： 33
中文關鍵詞： 醫療口碑 、電子口碑 、平台需求
外文關鍵詞： medical word-of-mouth, online platform demand, general public
相關次數： 點閱：318  下載：9 
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    • 由於全球老齡化社會的趨勢，許多國家的醫療費用創下歷史新高。我們的 目標是研究尋求醫療諮詢的行為，並試圖找尋解決問題的潛在方案。本文包含 兩部分的研究。第一部分是質化研究，對 15 位參與者進行了深入訪談，驗證 交易成本理論適用於分析人們的就醫行為。從這個分析，我們可以了解交易成 本理論是可以應用在就醫行為，而人們習慣以人脈的介紹來降低收尋成本。由 此，我們進一步執行量化研究，探討常用於降低收尋成本的平台系統除了在常 見領域如預訂旅館，書本販售之外是否也適合用於就醫過程?研究總共收集了 200 份有效調查問卷，以評估在線醫療口碑平台的需求。本研究的結果指出有 84%民眾有使用網路評價平台的經歷找尋網路口碑，對網路評價平台的印象滿 意的民眾比例還是遠遠大過於不滿意的民眾。我們發現民眾對醫師網路評價平 台一般是認為有需要的:有需要的 72%，願意參考 72%，可信任的 46.5%， 願意發表 55%，這可能表示，民眾雖然需要，但是對於期能提供的資訊還是有 疑慮的。

    Due to the global trend of aging societies, medical expenditure has hit record highs in many countries. Our goal is to study the medical-advice seeking behavior and to discover a potential solution to address the problem and fulfill the need.
    This paper contains two parts of research. The first section is a qualitative research which conducted in-depth interviews with 15 participants and verified that transaction cost theory is applicable for analyzing people’s medical advice–seeking behaviors. The second part of the study was performed using a quantitative survey. In total, 200 valid questionnaires were collected to assess the demand for online platforms for medical word-of-mouth.

    目錄 Abstract ................................................................................................................. 2 誌謝 ....................................................................................................................... 3 目錄 ....................................................................................................................... 4 MEDICAL ADVICE-SEEKING BEHAVIORS BASED ON TRANSACTION COST THEORY ... 6 Abstract .........................................................................................................................6 Introduction ...................................................................................................................7 LITERATURE REVIEW ......................................................................................................8 RESEARCH DESIGN..........................................................................................................9 Participants ....................................................................................................................... 9 Research Method .............................................................................................................9 Data Collection and Analysis ............................................................................................9 RESULTS AND DISCUSSION ...........................................................................................10 Results ............................................................................................................................10 Discussion .................................................................................................................... 18 Transaction Assets..........................................................................................................18 Minor and Serious Illnesses............................................................................................18 CONCLUSIONS .............................................................................................................. 19 Demand for online platforms for medical word-of-mouth .................................... 20 Abstract .......................................................................................................................20 Introduction ................................................................................................................. 21 Literature review..........................................................................................................22 Word-of-mouth ..............................................................................................................22 Electronic word-of-mouth ..............................................................................................22 Medical care behavior and medical information searching ...........................................23 Research method ................................................................................................. 23 Research results ........................................................................................................... 24 Background ..................................................................................................................... 24 Basic descriptive results .................................................................................................25 Chi-square test and cross-analysis..................................................................................26 Discussion .................................................................................................................... 29 Conclusion ...................................................................................................................30 Reference:....................................................................................................................31

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