| Summary: | 碩士 === 國立臺中科技大學 === 企業管理系事業經營碩士班 === 100 === The study aims to discuss the relationship between customers’ attitude and influencing factors of behavior intention when they use Medical Cloud Services, and also scrutinize its interference effect in terms of relationship quality. Being able to break the limitations of space and time, medical cloud services help to diminish the gap between the medical services offered by the urban hospitals and those by the suburb ones, and provide a wide variety of services. In recent years, it is a trend for hospitals to provide medical cloud services, and yet their popularity is very limited. The insufficient promotion and people’s lack of knowledge about them lead to the obstacles to the new type of services. Thus, it is the purpose of the study to scrutinize the factors that influence potential customers’ willingness to utilize medical cloud services.
The research is based on the theory of TAM brought up by Davis et al. (1989) to discuss the factors that might influence customers’ attitude when they use IT products. It will also explore external variables (including information security, social influence, and computer self-efficacy) confounding variables (relationship quality) which affect the potential customers’ perception of usefulness of the services, their attitude when using them or their behavior intention. In this study, the empirical objects in the survey consist of 330 people in Taichung. The results of the study are as follows: (1) information security and social influence have significant positive influences on cognitive perceived usefulness；(2) social influence and computer self-efficacy have significant positive influences on cognitive perceived ease of use; (3) perceived usefulness, perceived ease of use and relationship quality have significant positive influences on the users’ attitude when they use the services, and among them, the greatest influence lies in the perceived usefulness and relationship quality; (4) the interaction between relationship quality and perceived usefulness will affect the users’ attitude, and has a significant moderating effect; (5) the interaction between relationship quality and perceived ease of use would influence the users’ attitude, and has a significant moderating effect. Finally, the users’ attitude has a significant positive influence on behavioral intention. In conclusion, the hypothesis of the study, which is supported by empirical results, could be beneficial to relevant research in the future.
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