The e-Commerce Model of Health Websites: An Integration of Technological and Social Psychological Perspectives

健康資訊網站之電子商務模式－－整合技術與社會心理觀點

近年來，健康資訊網站已成為相當熱門的電子商務應用之一。然而，目前仍然僅有少數的研究，同時考量技術因素與社會心理因素對健康網站成效之影響。本研究整合技術因素（網站品質：系統品質、資訊品質、服務品質），社會心理因素（知覺利益、知覺互動與知覺信任）與網站成效（網站使用、網站滿意、網站忠誠）以探討健康資訊網站之電子商務模式。本研究共計回收1076份有效問卷，驗證所提出之模式。研究結果顯示，所有的技術因素（網站品質：系統品質、資訊品質、服務品質）均對社會心理因素（知覺利益、知覺互動與知覺信任）產生正向影響。此外，本研究也證實社會心理因素是介於技術因素與網站成效之間，為相當重要之中介因素。同時，在社會心理因素相互間的關係，知覺互動顯著地影響知覺利益與知覺信任。另外，相對於其他因素而言，網站品質對網站忠誠有最強之總影響，知覺互動次之，網站滿意再次之。再者，網站品質對網站滿意與網站使用有最強之總影響，知覺互動次之，網站利益再次之。本研究提出之管理意涵認為，醫療院所應同時強化網站之技術與社會心理面向，方能達到更佳的健康網站成效。

Health websites have emerged as one of the most popular e-commerce applications in Taiwan recently. However, there are still limited studies simultaneously considering the influence of technological and psychological factors on health websites' outcomes. The study integrates technological factors (web quality: system quality, information quality, and service quality), social psychological factors (perceived benefit, perceived interactivity and perceived trust) and web outcomes (web usage, web satisfaction, and web loyalty) to explore the ecommerce model of health websites. A survey of 1076 users of health websites was conducted to validate the proposed model. The findings show that technological factors have all significantly positive effects on social psychological factors. This study also confirms that social psychological factors are important mediators between technological factors and web outcomes. Meanwhile, with regard to the interrelationship among the three social psychological factors, perceived interactivity influences significantly perceived benefit and perceived trust. Furthermore, web quality, followed by perceived interactivity and web satisfaction in order, has the strongest total effects on web loyalty relative to the other factors. Finally, web quality, followed by perceived interactivity and perceived benefit in order, has the strongest total effects on web satisfaction and usage. This study provides important implications that technological and social psychological aspects of health websites should be simultaneously reinforced by hospitals to achieve better health websites' outcomes.