在 2019 年爆發 COVID-19，許多醫療服務組織開始使用共享醫療設備、藥品和健康 記錄，以滿足資源短缺需求，醫療全通路服務 (Omnichannel Healthcare) 指各種醫療服 務組織在不同層面中使用不同接觸點與人們互動、交換服務和信息共享的整合，並提供 解決方案，人們可以隨時隨地通過任何通路查詢健康記錄數據。醫療全通路整合服務接 觸點，為用戶提供資訊服務和產品，是否為大眾所接受和喜愛，成為值得關注的議題。 本研究透過鄰近度理論，並整合信任之認知與情感層面，最後加入隱私關注進一步信任 和利為反應關係，以釐清醫療全通路服務影響對使用者之行為反應。 本研究採用問卷 調查法，共計回收有效問卷 400 份，以線性結構方程式進行研究假說之分析。本研究經 由實證分析結果發現，情感信任存在中介效果，代表使用者的行為反應取決於使用者的 情感信任，才能促進醫療全通路服務的使用。另一方面，隱私關注具有顯著的調節效果， 代表隱私關注高低會影響會影響信任與行為反應的關係。本研究的研究結果能夠提供學 術與企業對於未來醫療全通路服務的參考方向與建議。;In 2019, with the outbreak of COVID-19, many medical service organizations began using shared medical equipment, medications, and health records to meet the demand for scarce resources. Omnichannel Healthcare refers to the integration of various touchpoints used by medical service organizations at different levels to interact with people, exchange services and share information, and provide solutions. People can query health record data anytime, anywhere through any channel. The research model was tested with data collected from 400 potential users, and using structural equation modeling (SEM) to validate the causal relationship between variables. The results of this study were summarized as follows. Affective Trust have mediating effect. It means that the User behavior responses depend on the user′s Affective Trust. Cognitive Trust do not exist mediating effect. Besides, Privacy Concern has the significant moderating effect. We conclude that the level of privacy concern could decrease behavior responses. The results of this study could provide a reference on academic and practical aspects.
