本研究目的在於探討在醫療服務領域中，關係強度及知覺風險對於病患之口碑傳遞之間的關聯性，針對這些關鍵因素作探討，並嘗試給予數據證明，希望能給予醫療管理一個未來參考。
為求符合本研究目的，因此採用實驗設計的研究方法，且參照過去文獻修改成符合醫療領域的題項進行問卷調查。研究對象以台北醫學大學附設醫院的內科候診病患為主，加強填寫實驗設計問卷時的真實性與良好品質。
本研究結果呈現關係強度對醫療口碑的傳遞意願有差異，其中，強連結傳遞醫療口碑的意願會大於弱連結，但並不會因為關係強度，而影響傳播口碑內容的豐富性；另一方面，研究顯示科別知覺風險的高低，並不會影響口碑的傳遞行為，也不會因為科別知覺風險的高低而影響關係強度對傳遞醫療口碑的意願。
藉由本研究除可了解在科別知覺風險與口碑傳遞行為的影響外，亦建議醫院應針對關係強度強的族群（例如家人）提高口碑傳遞的頻率，給予充足且不匱乏的醫療資訊，例如醫院可鼓勵病患與較親密關係的家人分享成功就醫的經驗，或者利用其他誘因更有效地增強傳遞口碑的意願。

The purpose of this study is to examine the relationship of tie strength and perceived risk on the sending of medical word-of-mouth (WOM) behavior. Expected these core factors can give a direction of medical management.
For the purpose of this research, experimental design is used by this model and this questionnaire is modified some questions of references to fit in medical service. The samples are selected by the patients of Taipei Medical University Hospital in order to enhance the reality and quality of the questionnaire.
The results indicate the significance of tie strength on the sending of word-of-mouth. Strong tie is more influential to the intention of medical WOM sending for weak tie, but both of the tie strength do not affect the content. Besides, tie strength and division perceived risk have no interaction effect, so the moderator is not successful. In addition, division perceived risk on the medical WOM spreading has no major effect, so it has no influence on the process of medical WOM diffusing.
The research can understand the effects of division perceived risk and WOM diffusing behavior. Besides, to suggest that the hospital should increase the group of strong tie, such as the family, and provide enough the medical information. For example, it can encourage the patients to share their successful experience to the close people or provide inducements to reinforce validly the WOM spreading intention.

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