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    Title: 應用網路推廣創新醫療技術-以非營利組織口腔雷射醫學會個案為例
    The promotion of an innovative medical technology through Websites-A case study of the NPO Website of Taiwan academy of laser in dentistry (TALD)
    Authors: 林紋瑜
    Lin, Wen Yu
    Contributors: 洪叔民
    林紋瑜
    Lin, Wen Yu
    Keywords: 電子醫療網站
    科技接受模式
    e-health Websites
    TAM
    Web 2.0
    Date: 2010
    Issue Date: 2016-05-09 15:20:38 (UTC+8)
    Abstract: Web2.0的盛行改變了目前網路資訊傳播方式，民眾對網路資訊擴散參與度也日益增加及重要，電子醫學網站肩負健康衛教資訊及新技術推廣的重責，如何利用Web2.0的特性，讓民眾可以輕易、適時、適所獲得相關醫學資訊是所有醫學網站所要研究的課題。因此除了如何提供質優量多且可信度、專業性高的醫療資訊外，醫學網站更要研究並了解民眾的實際需求期望及最易接受的資訊管道方式，使得相關資訊能無礙地傳送到民眾面前。本研究即以個案研究的方式，來探討如何藉由Web 2.0網路資訊平台及資訊管道設計概念，利用創新擴散策略思考及方法來推廣相關新醫療科技，使非營利組織也能像其他電子商務網站的經營方式一樣，與使用者建立價值共創的關係；並繼續延伸探討後續推廣策略建議，以提供相關網站經營參考。

    本研究選定中華民國口腔雷射醫學會網站，作為本研究的個案網站，不同於一般醫學會網站的社群經營，都是以傳統單向的型錄式資訊提供方式為主，缺乏互動性及使用者導向設計。本研究的個案網站卻是集合所有專業會員醫師之群力，將民眾所需要的臨床案例、口腔新聞、醫療知識和新知、線上諮詢功能及院所指南等，加以整合，讓民眾可以藉由簡單的資訊搜尋引擎方式來找到相關完整資訊，創造出新的經營模式。本研究即藉由問卷及深度訪談，分析網路使用民眾對個案的知識創新推廣模式的接受度，並以此為基礎，研究歸納出可行的網站經營建議方案，作為個案網站在未來的經營方向之參考。
    The popularity of the concept of Web 2.0 has altered the ways information transmitted, and increases the importance of the participation of internet users on disseminating information. Electronic-health websites (e-health websites) have great responsibility of promoting the public health education and new medical technologies and treatments to the public. It is an important task for these websites applying the concept of web 2.0 to provide the public the easy and timely access to relevant information. In addition, e-health websites should also offer trustworthy and professional health information to meet the expectation of the users. In this study we use a case study to examine how to apply Technology Acceptance Model (TAM) and the concept of web 2.0 to understand the promotion of the new medical technologies and treatments. The results will help Non-Profit Organization (NPO) to transform to a highly efficient information exchanging platform and also to establish the relationship of value co-creation website.

    Our case website is the Taiwan Academy of Laser in Dentistry (TALD) that is different from other medical websites using traditional approach of providing static information (Web 1.0). This website is interactive and user-oriented by integrating the medical cases from dentists, latest medical news, most recent medical breakthrough, functions of searching the nearest dentists, introductions of dental clinics, and son on. This new model allows the regular users to find the relevant information in a timely manner. By survey and in-depth interviews, we are able to analyze the users’ behavior and provide recommendations for management to improve its performance.
    博碩士論文電子檔案上網授權書 i
    學位考試委員審定書 ii
    謝 誌 1
    中文摘要 2
    Abstract 3
    目 次 5
    表 次 7
    圖 次 9
    第一章、 緒論 10
    第一節 研究背景 11
    第二節 研究目的與動機 17
    第三節 研究流程 18
    第二章、 文獻探討 20
    第一節 網路醫療相關文獻探討 20
    第二節 科技接受模式 24
    第三節 顧客滿意度 25
    第四節 信任 28
    第五節 個案介紹 29
    第三章、 研究方法與設計 40
    第一節 研究架構 40
    第二節 研究分析方法 41
    第三節 變數操作說明 41
    第四節 問卷設計 45
    第五節 界定研究範圍、對象以及抽樣方法 49
    第六節 統計分析方式 49
    第四章、 資料分析與結果 54
    第一節 信度與效度分析 54
    第二節 樣本結構與敘述統計分析 58
    第三節 T檢定及ANOVA 66
    第四節 相關性分析 74
    第五節 迴歸分析 75
    第六節 結構模式分析 76
    第七節 深度訪談分析 79
    第五章、 結論與建議 82
    第一節 研究結論 82
    第二節 管理意涵 85
    第三節 研究貢獻、研究限制與未來方向 89
    參考文獻 91
    附件一 醫療機構網際網路資訊管理辦法草案 96
    附件二 口腔雷射療程建議價目表 98
    附件三 問卷內容 99
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    中文部分：
    1. 川真治郎(民83)。顧客滿意度測量手法。(中國生產力中心譯)。台北市：日本能率協會。13。(原著作出版年: 1994年)
    2. 中華民國口腔雷射醫學會。
    3. 中華民國牙醫師全國聯合公會。
    4. 台灣網路資訊中心(民98)，台灣寬頻網路使用調查，取自：台灣網路資訊中心，登錄時間：2009年7月30日，網址：http://www.myhome.net.tw/2009_02/index.htm。

    5. 全國各牙醫師公會會員人數統計表(民98)。台灣牙醫界，28(6)。
    6. 行政院資策會(民98)，2005-2009台灣B2C網路購物市場規模調查報告，取自：行政院資策會，登錄時間：2009年8月2日，網址：http://www.find.org.tw/。

    7. 行政院衛生署統計室，97年國民醫療保健支出(NHE) 報告。
    8. 李友專(民87)。搜尋網際網路上醫學資源引擎。台灣醫界，42(2)，24-28。
    9. 李廣均(民90)。初探網際網路醫療發展及限制－以醫療資訊網站為例。醫護科技學刊，3(2)，200-214。
    10. 汪美香、葉桂珍(民89)。消費者屬性、網站滿意度與網路購物意願關係之研究。企業管理學報，48，121-138。
    11. 邱慶德(民92)。民眾持續使用網路醫療諮詢意願之研究－期望確認理論之應用。國立中正大學資訊管理研究所碩士論文。
    12. 創市際市場研究顧問(民98)。各類媒體關鍵字調查。
    13. 曾智強(民93)。提昇醫療顧客關係之醫療網站設計。屏東科技大學資訊管理系碩士論文。
    14. 黃俊英（民85）。多變量分析(5版)。中國經濟企業研究所。
    15. 楊玉隆(民98)。論我國網際網路上醫療廣告與分級管理。台灣醫界，52(3)，46-50。
    16. 詹柏誠(民94)。透過認知評估探討醫療網站品質對使用者情緒之影響。國立中正大學資訊管理所碩士論文。　

    17. 醫療機構網際網路資訊管理辦法草案(民98)。
    18. 闕瑞紋(民90)。台灣網路族群醫療保健網站使用行為初探。國立陽明醫學大學衛生福利研究所碩士論文。
    Description: 碩士
    國立政治大學
    商管專業學院碩士學位學程(AMBA)
    94932329
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0094932329
    Data Type: thesis
    Appears in Collections:[Advanced MBA, NCCU] Theses

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