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系統識別號 U0026-0608201923142400
論文名稱(中文) 企業社會責任認知與就醫意願之影響-以醫院形象為中介因素
論文名稱(英文) Exploring the Corporate Social Responsibility Cognition on Medical Intention – Mediating of Hospital Image.
校院名稱 成功大學
系所名稱(中) 企業管理學系碩士在職專班
系所名稱(英) Department of Business Administration (on the job class)
學年度 107
學期 2
出版年 108
研究生(中文) 鄭仕函
研究生(英文) Shih-Han Cheng
學號 R47061254
學位類別 碩士
語文別 中文
論文頁數 57頁
口試委員 口試委員-陳明惠
口試委員-呂怜樺
指導教授-葉桂珍
中文關鍵字 企業社會責任  醫院形象  就醫意願 
英文關鍵字 corporate social responsibility (CSR)  hospital image  intention to seek treatment 
學科別分類
中文摘要 摘要
企業社會責任議題近年來已是各國組織間熱門的議題,無論透過何種形式,組織領導者競相參與其中,隨著商業模式不斷演進,各種過去未出現之組織型態、樣貌、營利方式陸續創新革命般的出現。過去學者探討諸多企業社會責任營造有利於企業形象之形塑,進而影響顧客意願的研究,然而本研究之討論議題核心「醫學中心」投入之社會責任型態與相關活動缺鮮少被提出。
本研究以台南地區醫學中心就醫者為研究對象,透過問卷調查,企圖探索就醫者對企業實踐社會責任之認知程度,進而是否影響其對該醫院之形象,如醫院專業能力、醫院實踐社會責任之程度。最終了解其就醫意願之是因何種因素而加深。
研究結果顯示,當民眾之企業社會責任認知中的倫理活動程度越高時,將影響其對醫院專業能力正向看法;當民眾之企業社會責任認知中的外部關係活動程度越高時會影響其對醫院社會責任實踐的正向看法。醫院形象中的醫院專業能力、醫院社會責任之實踐的認知越高,對於就醫意願越高。同時,民眾之企業社會責任認知程度與就醫意願的影響會經由,醫院形象之醫院專業能力、醫院社會責任之實踐的營造產生中介作用。


關鍵字: 企業社會責任、醫院形象、就醫意願
英文摘要 SUMMARY
Background: In recent years, social responsibilities have been frequently discussed in organizations worldwide. Organization leaders participate in such responsibilities through various methods. As business models have continued to evolve, new forms, images, and management modes of organizations have emerged. Studies have indicated that fulfilling corporate social responsibilities (CSRs) enhances corporate image and hence customers’ intentions to purchase their products and services; however, few have explored the forms and activities related to social responsibilities conducted by medical institutions, which was thus investigated by the current study.
Methods: A questionnaire survey was employed to examine the extent to which people understand CSR fulfilment; whether such understanding affected their perception of a hospital’s image, such as its professionalism and fulfillment of social responsibilities; and how the perception influenced people’s intention to seek treatment.
Results: A perceived CSR fulfillment resulted in a strong positive hospital image. Furthermore, people’s perception of the image of a hospital and knowledge of CSRs both positively influenced their intention to seek treatment in the hospital. Moreover, hospital image mediated the effect of people’s knowledge of CSRs on their intention to seek treatment at a hospital.
Keywords: corporate social responsibility (CSR); hospital image; intention to seek treatment
論文目次 目錄
摘要 I
誌謝 VI
目錄 VII
表目錄 VIII
圖目錄 IX
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機與目的 2
第三節 研究流程 2
第二章 文獻回顧 4
第一節 企業社會責任 4
第二節 醫院形象 7
第三節 就醫意願 12
第四節 企業社會責任、醫院形象與就醫意願之關係探討 13
第三章 研究方法 16
第一節 研究架構 16
第二節 研究假設 17
第三節 研究變項操作型定義與衡量 18
第四節 資料分析方法 23
第四章 實證結果與分析 25
第一節 樣本結構分析 25
第二節 因素分析與信度檢定 28
第三節 敘述性統計 33
第四節 Pearson相關分析 38
第五節 迴歸分析 41
第五章 結論與建議 49
第一節 研究結論 49
第二節 管理意涵與建議 50
第三節 研究限制與後續研究建議 52
參考文獻 53

表目錄
表 三 1 企業社會責任認知量表 20
表 三 2 醫院專業能力量表 21
表 三 3 醫院社會責任量表 21
表 三 4 就醫意願量表 22
表 四 1 樣本結構分析 26
表 四 2 企業社會責任認知因素分析與信度檢定 29
表 四 3 醫院專業能力因素分析與信度檢定 30
表 四 4 醫院社會責任因素分析與信度檢定 31
表 四 5 就醫意願因素分析與信度檢定 32
表 四 6 企業社會責任認知構面敘述性統計 34
表 四 7 醫院專業能力構面敘述性統計 35
表 四 8 醫院社會責任構面敘述性統計 36
表 四 9 就醫意願構面敘述性統計 37
表 四 10 各變數構面平均數與標準差 38
表 四 11 各變數之Pearson相關分析 40
表 四 12各構面迴歸分析彙整 47

圖目錄
圖 一 1 研究流程圖 3
圖 二 1 企業社會責任四大構面 6
圖 三 1 研究架構圖 16
圖 四 1 研究架構圖 41
圖 四 2 研究架構關係圖 48

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