醫療會務網站的系統服務品質、服務價值、主觀規範對會員持續使用意圖之影響效果

The Effects of Perceived System Service Quality, Service Value and Subjective Norm on Continuance Intention of Usage in Medical Association Websites

目的：雖然有些研究探討使用者知覺資訊系統服務品質與網站持續使用意圖之間的關係，但是用來解釋這二者之間關係的聯結機制仍是鮮少被提出，故有待進一步探討。本研究目的在於探討知覺服務價值與使用者滿意如何聯結知覺資訊系統服務品質與使用者持續使用意圖之間的關係。方法：本研究針對醫療公學會會務網站之所屬醫護專業會員進行問卷調查，並利用部分最小平方法分析量表之信效度及假說檢定。結果：實證結果顯示，使用者知覺資訊系統服務品質對持續使用網站意圖部份是透過知覺服務價值而產生。然而，在控制主觀規範對持續使用意圖效果情況下，使用者對網站的滿意態度並未顯著的聯結知覺系統服務品質與使用者持續使用意圖之間的關係。結論：使用者知覺服務價值在聯結知覺資訊系統品質與使用者持續使用網站服務之間的關係，扮演著重要的角色。會務網站管理者為長期維持網站運作，有必要持續改良資訊系統服務品質，以提高會務網站使用者的知覺服務價值。

Purpose: Although previous studies have explored the relationship between system service quality and continuous intention of the website’s users, a linking mechanism that explains how system service quality impacts the continuous intention to use the websites is still unknown. The purpose of this study is to explore how perceived service value and user satisfaction link the relationship between system service quality and the continuous intention to use the website’s services. Methods: This study conducted a survey to collect data from members of the Medical Association. The collected data were analyzed by applying Partial Least Square (PLS) to test the validity of the scales and the proposed hypotheses. Results: The results revealed that the effect of system service quality on the continuous intention to use the website is determined by perceived service value—the linking mechanism. However, indirect effects of system service quality on the continuous intention to use the website related to user satisfaction is not significant when controlling for the effect of subjective norms. Conclusions: A user’s perceived service value plays an important role to connect the relationship between the perceived quality of the information system and the continuous intention to use the website’s services. To maintain the long term operations of a website, the website’s administrator needs to improve the service quality of the system to enhance the users’ perceived service value.