近年人工智慧醫療的發展愈來愈受市場矚目，對數位時代的我們而言，藉由網路搜尋口碑訊息已顯然成為一種習慣，消費者的醫療決策亦非常容易受到網路資訊影響。針對社群媒體探究既存態度與醫療口碑的相關研究甚少，故本研究應用偏見同化理論(Bias assimilation theory)調查消費者既存態度對醫療口碑說服力及態度極化的影響，並將社會線索作為干擾變數。
本研究採2（評論效價：正面vs.負面）x5（Facebook表情符號反應類型：無表情符號vs.讚vs.大心vs.哇vs.同時顯示讚＋大心＋哇）x2（醫院品牌：台大vs.榮總）x2（評論試驗）的實驗設計，共招募了754位研究對象。本研究發現，醫療品牌態度一致性藉由口碑說服力影響態度極化有顯著效果。此外，相較無表情符號，同時顯示讚、大心及哇表情符號反應更能夠弱化說服力對態度極化的影響。本研究結果彌補品牌態度一致性與醫療口碑間關係的空白，藉由結合社會線索拓展網路口碑之研究範疇，同時為態度極化做出貢獻。最後，本研究提供醫院品牌在社群平台進行醫療資訊傳播相關的實務建議。

In recent years, the development of artificial intelligence in medical fields has attracted more and more attention in the market. For us in the digital age, it has become a habit to search for electronic word of mouth on the Internet, and consumers' medical decisions are also easily influenced by the electronic word of mouth on the Internet. There are few studies on social media to explore prior attitudes and electronic word-of-mouth about medical services, so this study based on the Bias assimilation theory to investigate the influence of consumers' prior attitudes on persuasiveness and attitude polarization through medical electronic word-of-mouth and examine the effect of social cues as a moderator variable.
In this study, a 2(eWOM valence: positive vs. negative) x5 (Facebook emoji reactions type: no emoji vs. like vs. love vs. wow vs. both like+ love + wow) x2 (Hospital brand: National Taiwan University Hospital vs. Veterans General Hospital) x2 (eWOM trial) experimental design was conducted to test the hypotheses and clarify the research question. A total of 754 participants were recruited for the design. The experimental results show that hospital brand attitude consistency has a significant effect on attitude polarization through eWOM persuasiveness. In addition, the effect of persuasiveness on attitude polarization was significantly weakened by "like, love and wow" Facebook emoji reactions compared to no emojis ones. The results of this study fill the gap in the relationship between brand attitude consistency and medical electronic word-of-mouth. Finally, this study makes theoretical contributions to the blank of combination of electronic word-of-mouth, social cues, and attitude polarization. It also offers practical suggestions for the hospital brands to disseminate medical information on social media.

論文審定書.....................................................................................................................i
中文摘要......................................................................................................................iii
英文摘要.......................................................................................................................iv
壹、緒論........................................................................................................................1
第一節 研究背景....................................................................................................1
第二節 研究動機....................................................................................................3
第三節 研究目的....................................................................................................5
貳、文獻探討................................................................................................................6
第一節 AIoT 科技診療..........................................................................................6
第二節 網路口碑..................................................................................................14
第三節 既存態度..................................................................................................18
第四節 社會線索..................................................................................................24
參、研究方法..............................................................................................................34
第一節 研究架構..................................................................................................34
第二節 假說推論..................................................................................................34
第三節 研究方法..................................................................................................38
第四節 各變項衡量方法......................................................................................49
第五節 資料分析方法..........................................................................................51
肆、資料分析與結果..................................................................................................52
第一節 敘述性統計分析......................................................................................52
第二節 操弄性檢驗..............................................................................................54
第三節 信效度分析..............................................................................................56
第四節 研究假說之檢驗......................................................................................58
伍、結論與建議..........................................................................................................64
第一節 研究結論..................................................................................................64
第二節 研究貢獻..................................................................................................68
參考文獻......................................................................................................................77
附錄 A 正式問卷......................................................................................................97
附錄 B 正式問卷之實驗口碑貼文........................................................................102

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