醫療失誤補救、信任與再回診意願關係之研究：轉換成本之干擾效果

Recovery of Medical Failure, Trust, and Revisit Intention: The Moderating Effects of Switching Costs

本研究建構一個路徑分析模型以探討「公平基礎下之醫療失誤補救」、「信任」 與「再回診意願」等構面間之前後影響關係，並檢驗「轉換成本」對研究架構所可能 產生的干擾效果。本研究以曾在台中市各級醫療院所就醫的病患為研究對象，共發放 450份問卷，合計有效回收問卷為396份，有效回收率為88.00%。此外，本研究採結構 方程式模型作為驗證模式配適度之分析工具。本研究結果指出，醫療院所若能提供令 病患感覺公平之服務補救措施，將能有效提高病患於補救後對醫療院所之信任度，進 而能顯著提昇病患之再回診意願。此外，轉換成本對信任與再回診意願間之影響關係 造成顯著之干擾效果。總合而論，若醫療院所無法為病患提供令其感受公平之服務補 救措施，則即使在病患存在高轉換成本認知之情況下，亦無法完全阻絕其背離醫療院 所之意圖。

This study constructed a path analytical model to explore the relationships among justicebased recovery of medical failure, trust, and revisit intention, and further took switching costs as a moderator to test for moderating effects on the relationships among foregoing constructs. The data were collected from medical services in Taichung City. A total of 450 respondents were sampled, a total of 396 responses were deemed usable for the analyses, and an 88.00% usable response rate. Furthermore, this study took structural equation modeling (SEM) as the tool to test and verify the fitness of the model. This study concluded that if hospitals could implement the fitting actions of justice-based recovery of medical failure, these actions would be able to promote patients’ postrecovery trust, and further enhanced patients’ revisit intention. Furthermore, this study showed that the switching costs, as a moderator, had the significant moderating effect on the relationship between trust and revisit intention. Synthetically speaking, if hospitals could not implement the fitting actions of justice-based recovery of medical failure for their patients, they would not fully prevent their patients from betraying them even though their patients perceived switching costs to be high.