Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/24390
標題: 健康產業下之顧客惰性-資訊經濟學及關係觀點
Customer's Inertia in Healthcare Industry: Perspectives of Information Economics and Relationship
作者: 陳華明
Chen, Hua-Ming
關鍵字: http://etds.lib.nchu.edu.tw/etdservice/view_metadata?etdun=U0005-1407200717191200
顧客惰性
資訊不對稱
負的外部性
關係負擔
健康照護
出版社: 高階經理人碩士在職專班
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摘要: 顧客惰性通常被認為源自於習慣性購買行為,惰性顧客的涉入程度低且對於其他供應商的資訊搜尋活動減少。對於產品或服務的不了解可能會導致惰性。在本研究中以台灣地區的健康產業為例,驗證資訊不對稱與顧客惰性之間的關係。此種不對稱可能會導致外部性。此外,為了要發展或維持此種源自於惰性的關係,將產生關係黑暗面。本研究也探討了因惰性引發的負的外部性與關係負擔問題。 本研究以台灣地區已立案老人養護中心負責人為研究對象。各機構的概況可由內政部的官方網站取得。問卷由研究者自行研發,並以郵寄方式送達各研究對象,其內並附有回郵信封。本研究以LISREL 8.5軟體來驗證研究假設。 本研究納入了九百四十八位負責人,其中二百一十九人將問卷寄回。剔除十一份不完全問卷,有效回覆率為百分之二十二。大部分回覆之養護中心為小型 (佔百分之八十一)、私立機構(佔百分之九十四)且未登記為財團法人(佔百分之八十四)。所得資料與假設模式間具有良好配適度。研究假設獲得部分支持。 研究結果顯示資訊不對稱對於顧客惰性的形成扮演了部份角色;負的外部性與關係負擔似乎與惰性間具有較密切之相關。惰性在這些關係中所扮演之角色仍有待未來研究之進一步探討。 關鍵字 顧客惰性 資訊不對稱 負的外部性 關係負擔 健康照護
Customer's inertia is considered to result from habitual buying behavior, in which the customer's involvement is low and information searching for alternatives is diminished. Poor understanding of the product or service may contribute to inertia. In this study, healthcare sector in Taiwan is exemplified to verify the relationships between information asymmetry and customer's inertia. Externalities may result from this asymmetry. In addition, for an inertial relationship to develop or maintain, dark side develops. The problems of negative externality and burden of relationship imposed by inertia are also explored. Directors of registered senior citizens' long-stay nursing institutions in Taiwan Area were the subjects of this study. Details about institutions were available on the official website of the Ministry of Domestic Affairs. Questionnaires developed by the researchers were mailed to the subjects with a return envelope inside. LISREL 8.5 was used to test the proposed theoretical model. Nine hundred and forty-eight subjects were enrolled and 219 responded, in which 11 were incomplete. The valid response rate was 22%. The majority of the surveyed institutions was of small scale (81%), privately funded (94%) and not affiliated with incorporate foundation registration (84%). A good fitness between the observed data and the conceptual model was achieved. The hypotheses of positive correlation between asymmetric information, customer's inertia, negative externalities and relationship burden were partly supported. The study results indicated that asymmetric information played a part, though not crucial, in the formation of customer's inertia. Negative externality and relationship burden seemed to be more closely and extensively correlated with inertia. Future researches are deserved to investigate further into the role of inertia played in these relationships. Keywords: Customer's inertia, information asymmetry, negative externality,burden of relationship, healthcare
URI: http://hdl.handle.net/11455/24390
其他識別: U0005-1407200717191200
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