本研究探討關於醫療科技產品相較於一般科技產品的不同之處。醫療科技產品在使用者(牙醫)以及最終使用者之間存在著不同的使用習慣。由於特殊醫療器材受到嚴格法規限制且市場相對封閉，醫療器材產品的行銷相對困難。基於上述，本研究問題有三個部分：(1)探討影響智慧醫療數位牙科醫材購買意願的主要外部影響因素，包括品牌權益和產品的知識？(2)分析關鍵意見領袖對於專業使用者，購買專業智慧醫療數位牙科醫材的影響，探討其是否存在直接效果或間接效果，以及是否存在調節的現象？(3)分析口碑對於專業使用者，針對顧客知識、品牌權益與使用者購買意願之關係，探討其是否存在調節的現象？本研究依據計畫行為理論，將顧客知識、品牌權益作為前因、KOL推薦與口碑為調節、購買意願與產品採用為果。透過線上問卷發放形式，以臨床牙醫師為主要研究對象，回收223份有效問卷。依據本研究結果，提出有別於消費性產品大量商品化的模式；在主效果方面，結合計畫行為理論與產品接受採用的架構，可初步看到其因果關係。也就是在消費者的行為意圖、對品牌的態度，係基於執業本身的產品知識，這兩個主要變數建構了購買意圖以及產品採用的主要架構。在調節效果方面，關鍵意見領袖(Key Opinion Leader, KOL)與一般所稱的代言人(celebrity)在定義上有所差異。KOL是其專業的知識以及專業的判斷具有專業規範，好的醫學期刊發表之實證結果幾乎等同於推薦。KOL的意見，也同步提升了使用者的產品知識，使之能強化(調節)原有與購買意圖之間的關係。口碑方面，也有類似的情況。不同之處在於KOL係以專業的科學證據做為發言依據，口碑方面則是不同的通路、使用者族群針對使用經驗提出的意見回饋，同樣也會對於品牌的認知以及使用者的產品知識產生外部影響，使之能強化(調節)原有與購買意圖之間的關係。

This study explores the differences between medical technology products and general technology products. Users (dentists) and end users also have different habits when they use medical technology products. Marketing of medical technology products is comparatively more difficult than general technology products due to strict regulations governing specialized medical devices and the relatively closed market. This study aims to achieve three objectives:(1) to explore primary external factors that influence the intention to purchase smart digital dental instruments, including brand equity and product knowledge; (2) to analyze the influence of key opinion leaders (KOL) on professional users‘ intention to purchase professional smart digital dental instruments, exploring any direct or indirect effect, and any mediated effects; (3) to analyze the relationship between word-of-mouth, customer knowledge, brand equity and users’ purchase intention, exploring any potential mediated effects. Drawing upon the Theory of Planned Behavior, this study considers customer knowledge and brand equity as antecedents, KOL and word-of-mouth effects as mediators, and purchase intention and product adoption as outcomes. Through an online survey, this study collected 223 valid questionnaires from the participants who are all clinical dentists. Based on the results, this study proposes a model that deviates from the mass commercialization approach of consumer electronics. Regarding the main outcomes, with a framework that combines the Theory of Planned Behavior and product adoption, a causal relationship can be identified. Customer behavior and attitude toward brands are both influenced by customers’ product knowledge. The two main variables form the framework that influences purchase intention and product adoption. With regards to mediated effect, KOL is defined differently from traditional celebrities. KOLs are recognized for their professional knowledge and judgement based on their expertise. Empirical outcomes published in reputable medical journals have nearly the same effect as recommendations. The opinions of KOL elevated users’ product knowledge and strengthened (mediated) the relationship between users’ product knowledge and intention to purchase. A similar situation can be seen with the word-of-mouth effect, but the key difference lies in the fact that KOLs use their professional knowledge when they provide opinions, while word-of-mouth focuses on users’ own experience with the products. Both can influence users’ attitudes towards brands and their product knowledge and thus strengthens (mediate) the relationship between their original product knowledge and intention to purchase.

目 錄
論文審定書.............................................................................................i
致謝.........................................................................................................ii
中文摘要………………………………………………………….………..iii
英文摘要………………………………………………………….……….iv
目錄………………………………………………………….……………..vi
圖目錄……………………………………....…………………….……...ix
表目錄…………………………………………………………….…….....x
第一章 緒論……………………………………………………...………1
第一節 研究背景………………………………………………..........1
第二節 研究動機………………………………………………..........4
第三節 研究問題………………………………………………..........6
第四節 研究目的………………………………………………..........7
第二章 文獻探討………………………………………………………...9
第一節 計畫行為理論…………………………………………..........9
第二節 顧客知識………………………………………………........11
第三節 品牌權益………………………………………………........14
第四節 購買意願……………………………………………………19
第五節 口碑與意見領袖……………………………………………24
第三章 智慧醫療器材產業概論……………………………………….29
第一節 智慧醫療………………………………………………........29
第二節 牙科醫療器材市場…………………………………………31
第三節 口內掃描機市場……………………………………………37
第四章 研究方法……………………………………………………….44
第一節 研究架構與研究假說…………………………………........44
第二節 問卷設計……………………………………………………50
第三節 資料來源……………………………………………………53
第四節 資料分析方法……………………………………………....53
第五章 資料分析結果………....…………………………………….....55
第一節 基本資料分布…………….……………………………....55
第二節 因素分析……………..…….……………………………....56
第三節 相關分析……………………………………………………59
第四節 總體模式、路徑分析與假說檢定…………………………61
第五節 小結…………………………………………………………79
第六章 結論及建議………………………………………………….....83
第一節 理論意涵…………….……………………………....83
第二節 管理實務意涵………………………………………………85
第三節 研究限制與未來研究建議…………………………………88
參考文獻……………………………………………………….…………90
附件一 問卷設計……………………………………………….……....100

參考文獻
李爾芳(2022)。2022器材產業產業年鑑，經濟部技術處。新竹市：財團法人工業技術研究院產業科技國際策略發展所。
吳忠勳(2021)。2021生技產業白皮書，經濟部工業局，臺北市。
許士軍(1987)，管理學，台北：東華書局。
張宏名(2011)。醫療器材業通路決策因素探討-以醫療耗材類個案公司為例。國立中山大學高階經營碩士班。
謝佳宏、郭鎧毅、黃旭男(2014)。意見氣候如何影響夜市觀光客之購買意願─以產品種類與主觀規範為調節效果。觀光與休閒管理期刊，201410:2特刊。頁184-207。
Anderson, J. C., & Narus, J. A. (1990). A model of distributor firm and manufacturer firm working partnerships. Journal of marketing, 54(1), 42-58.
Aaker, D. (1991). Brand equity. La gestione del valore della marca, 347, 356.
Aaker, D. A., & Equity, M. B. (1991). Capitalizing on the Value of a Brand Name. New York, 28(1), 35-37.
Ajzen, I., & Fishbein, M. (1977). Attitude-behavior relations: A theoretical analysis and review of empirical research. Psychological bulletin, 84(5), 888.
Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. In Action control: From cognition to behavior (pp. 11-39). Berlin, Heidelberg: Springer Berlin Heidelberg.
Ajzen, I. (1989). Attitude structure and behavior. In A. R. Pratkanis, S. J. Breckler, & A. G. Greenwald (Eds.), Attitude structure and function, 241-274.
Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211.
Alba, J. W., & Hutchinson, J. W. (1987). Dimensions of consumer expertise. Journal of consumer research, 13(4), 411-454.
Alba, J. W., & Hutchinson, J. W. (2000). Knowledge calibration: What consumers know and what they think they know. Journal of consumer research, 27(2), 123-156.
Amati, V., Meggiolaro, S., Rivellini, G., & Zaccarin, S. (2018). Social relations and life satisfaction: The role of friends. Genus, 74, 1-18.
Anderson, J. C., & Narus, J. A. (1990). A model of distributor firm and manufacturer firm working partnerships. Journal of marketing, 54(1), 42-58.
Arndt, J. (1967). Role of product-related conversations in the diffusion of a new product. Journal of marketing Research, 4(3), 291-295.
Baker, J., Parasuraman, A., Grewal, D., & Voss, G. B. (2002). The influence of multiple store environment cues on perceived merchandise value and patronage intentions. Journal of marketing, 66(2), 120-141.
Bamberg, S., Ajzen, I., & Schmidt, P. (2003). Choice of travel mode in the theory of planned behavior: The roles of past behavior, habit, and reasoned action. Basic and applied social psychology, 25(3), 175-187.
Basit, S. A., Mathews, N., & Kunik, M. E. (2020). Telemedicine interventions for medication adherence in mental illness: A systematic review. General hospital psychiatry, 62, 28-36.
Beatty, S. E., & Smith, S. M. (1987). External search effort: An investigation across several product categories. Journal of consumer research, 14(1), 83-95.
Biel, A. L. (1992). How brand image drives brand equity. Journal of advertising research, 32(6), 6-12.
Blackwell, R. D., Miniard, P. W., & Engel, J. F. (2001). Consumer Behavior, Publisher: Ohio, Mike Roche. Reasons for Love-Solomon-2002-Journal for the Theory of Social.
Blackwell, R. D., Miniard, P. W., & Engel, J. F. (2001). Consumer behavior 9th. South-Western Thomas Learning. Mason, OH, 1-13.
Boyd, T. C., & Mason, C. H. (1999). The link between attractiveness of “extrabrand” attributes and the adoption of innovations. Journal of the Academy of Marketing Science, 27(3), 306-319.
Bristor, J. (1990). Exhanced explanations of word of mouth communications; the power of relations. Research in consumer behavior, 4, 51-83.
Brucks, M. (1985). The effects of product class knowledge on information search behavior. Journal of consumer research, 12(1), 1-16.
Cobb-Walgren, C. J., Ruble, C. A., & Donthu, N. (1995). Brand equity, brand preference, and purchase intent. Journal of advertising, 24(3), 25-40.
Conant, J. S., & White, J. C. (1999). Marketing program planning, process benefits, and store performance: an initial study among small retail firms. Journal of Retailing, 75(4), 525-541.
Conner, M., Kirk, S. F., Cade, J. E., & Barrett, J. H. (2001). Why do women use dietary supplements? The use of the theory of planned behaviour to explore beliefs about their use. Social science & medicine, 52(4), 621-633.
Coulter, K. S., & Coulter, R. A. (2002). Determinants of trust in a service provider: the moderating role of length of relationship. Journal of services marketing, 16(1), 35-50.
Cowley, E., & Janus, E. (2004). Not necessarily better, but certainly different: A limit to the advertising misinformation effect on memory. Journal of consumer research, 31(1), 229-235.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of marketing research, 28(3), 307-319.
D'Souza, C., Taghian, M., Lamb, P., & Peretiatkos, R. (2006). Green products and corporate strategy: an empirical investigation. Society and business review, 1(2), 144-157.
Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1993). Consumer Behavior, 7th ed. Forth Worth, Texas: Dryden Press.
Eysenbach, G. (2001). What is e-health?. Journal of medical Internet research, 3(2), e833.
File, K. M., & Prince, R. A. (1992). Positive Word‐of‐Mouth: Customer Satisfaction and BuyerBehaviour. International Journal of Bank Marketing, 10(1), 25-29.
Fishbein, M., & Ajzen, I. (1977). Belief, attitude, intention, and behavior: An introduction to theory and research.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50.
Fulham, E., & Mullan, B. (2011). Hygienic food handling behaviors: Attempting to bridge the intention-behavior gap using aspects from temporal self-regulation theory. Journal of food protection, 74(6), 925-932.
Garbarino, E., & Johnson, M. S. (1999). The different roles of satisfaction, trust, and commitment in customer relationships. Journal of marketing, 63(2), 70-87.
Gefen, D., & Straub, D. W. (2004). Consumer trust in B2C e-Commerce and the importance of social presence: experiments in e-Products and e-Services. Omega, 32(6), 407-424.
Gilly, M. C., & Wolfinbarger, M. (1998). Advertising's internal audience. Journal of Marketing, 62(1), 69-88.
Górska-Warsewicz, H. (2022). Consumer or Patient Determinants of Hospital Brand Equity—A Systematic Literature Review. International journal of environmental research and public health, 19(15), 9026.
Hargadon, A., & Sutton, R. I. (2000). Building an innovation factory. Harvard business review, 78(3), 157-157.
Hahha, N., ＆ Wozniak, R. (2001). Consumer Behavior, Prentice-Hall, Inc.
Hawkins, Del I., Roger J. Best and Kenneth A. Coney, (2004), Consumer Behavior, Building Marketing Strategy, Ninth Edition, Irwin, McGraw-Hill.
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet?. Journal of interactive marketing, 18(1), 38-52.
Ho-Dac, N. N., Carson, S. J., & Moore, W. L. (2013). The effects of positive and negative online customer reviews: do brand strength and category maturity matter?. Journal of marketing, 77(6), 37-53.
Huete-Alcocer, N. (2017). A literature review of word of mouth and electronic word of mouth: Implications for consumer behavior. Frontiers in psychology, 8, 1256.
St James, M., & Christodoulidou, N. (2011). Factors influencing wine consumption in Southern California consumers. International Journal of Wine Business Research, 23(1), 36-48.
Jarvenpaa, S. L., Tractinsky, N., & Saarinen, L. (1999). Consumer trust in an Internet store: A cross-cultural validation. Journal of Computer-Mediated Communication, 5(2), JCMC526.
Jayachandran, S., Hewett, K., & Kaufman, P. (2004). Customer response capability in a sense-and-respond era: The role of customer knowledge process. Journal of the Academy of Marketing Science, 32(3), 219-233.
Jayachandran, S., Sharma, S., Kaufman, P., & Raman, P. (2005). The role of relational information processes and technology use in customer relationship management. Journal of marketing, 69(4), 177-192.
Katz, E., Lazarsfeld, P. F., & Roper, E. (2017). Personal influence: The part played by people in the flow of mass communications. Routledge.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of marketing, 57(1), 1-22.
Keller, K. L., & Brexendorf, T. O. (2019). Measuring brand equity. Handbuch Markenführung, 1409-1439.
Kerstetter, D., & Cho, M. H. (2004). Prior knowledge, credibility and information search. Annals of Tourism research, 31(4), 961-985.
Khillar, S. (2020). Difference between eHealth and digital health. Retrieved from http://www.differencebetween.net/technology/difference-between-ehealth-and-digital-health
Kotler, P.,(2000) Marketing management: an Asian perspective. Singapore: Prentice Hall.
Kotler, P., & Keller, K. L. (2006). Marketing Management, 12-asis leidimas.
Krishnan, H. S. (1996). Characteristics of memory associations: A consumer-based brand equity perspective. International Journal of research in Marketing, 13(4), 389-405.
Kumar, A., Lee, H. J., & Kim, Y. K. (2009). Indian consumers' purchase intention toward a United States versus local brand. Journal of business research, 62(5), 521-527.
Kumari, P., & Bhateja, B. (2022). How COVID-19 impacts consumer purchase intention towards health and hygiene products in India?. South Asian Journal of Business Studies, (ahead-of-print).
Laurent, G., & Kapferer, J. N. (1985). Measuring consumer involvement profiles. Journal of marketing research, 22(1), 41-53.
Lee, J. (2011, September). Smart health: Concepts and status of ubiquitous health with smartphone. In ICTC 2011 (pp. 388-389). IEEE.
Leonard, D., & Sensiper, S. (1998). The role of tacit knowledge in group innovation. California management review, 40(3), 112-132.
Liao, S. H., Hu, D. C., Chung, Y. C., & Huang, A. P. (2021). Risk and opportunity for online purchase intention–A moderated mediation model investigation. Telematics and Informatics, 62, 101621.
Lurigio, A. J., & Carroll, J. S. (1985). Probation officers' schemata of offenders: Content, development, and impact on treatment decisions. Journal of personality and social psychology, 48(5), 1112.
Mazzarol, T., Sweeney, J. C., & Soutar, G. N. (2007). Conceptualizing word‐of‐mouth activity, triggers and conditions: an exploratory study. European Journal of Marketing, 41(11/12), 1475-1494.
Meffert, J. J. (2009). Key opinion leaders: where they come from and how that affects the drugs you prescribe. Dermatologic therapy, 22(3), 262-268.
Monroe, K. B. (1976). The influence of price differences and brand familiarity on brand preferences. Journal of consumer research, 3(1), 42-49.
Morgan, R. P. (2000). A consumer-oriented framework of brand equity and loyalty. International Journal of Market Research, 42(1), 1-9.
Morris, M. W., & Liu, Z. (2015). Psychological functions of subjective norms: Reference groups, moralization, adherence, and defiance. Journal of Cross-Cultural Psychology, 46(10), 1279-1287.
Murray, K. B. (1991). A test of services marketing theory: consumer information acquisition activities. Journal of marketing, 55(1), 10-25.
Paul, J., Modi, A., & Patel, J. (2016). Predicting green product consumption using theory of planned behavior and reasoned action. Journal of retailing and consumer services, 29, 123-134.
Park, C. W., & Lessig, V. P. (1977). Students and housewives: Differences in susceptibility to reference group influence. Journal of consumer Research, 4(2), 102-110.
Raggio, R. D., & Leone, R. P. (2007). The theoretical separation of brand equity and brand value: Managerial implications for strategic planning. Journal of Brand management, 14, 380-395.
Rosenberg, M. J., & Hovland, C. I. (1960). Cognitive, Affective and Behavioral Components of Attitudes.
Rusvita, L., & Mansoer, W. D. (2023). The Design Of Customer Knowledge Reporting System Intervention To Improve The Performance Of Medical Representative At Pt. X Buf. International Journal of Science, Technology & Management, 4(3), 560-567.
Sasser, W. E., Schlesinger, L. A., & Heskett, J. L. (1997). Service profit chain. Simon and Schuster.
Schiffman, L. G., & Kanuk, L. L. (2004). Consumer behaviour 8 th ed. NY: Prentice-Hall Inc.
Shao, C. Y., Baker, J. A., & Wagner, J. (2004). The effects of appropriateness of service contact personnel dress on customer expectations of service quality and purchase intention: The moderating influences of involvement and gender. Journal of Business Research, 57(10), 1164-1176.
Shaw, T., McGregor, D., Brunner, M., Keep, M., Janssen, A., & Barnet, S. (2017). What is eHealth (6)? Development of a conceptual model for eHealth: qualitative study with key informants. Journal of medical Internet research, 19(10), e324.
Silverman, G. (1997). How to harness the awesome power of word of mouth. DIRECT MARKETING-GARDEN CITY-, 60, 32-37.
Stafford, I. S., Kellermann, M., Mossotto, E., Beattie, R. M., MacArthur, B. D., & Ennis, S. (2020). A systematic review of the applications of artificial intelligence and machine learning in autoimmune diseases. NPJ digital medicine, 3(1), 30.
Swan, J. E., & Oliver, R. L. (1989). Postpurchase communications by consumers. Journal of retailing, 65(4), 516.
Torkzadeh, G., Koufteros, X., & Pflughoeft, K. (2003). Confirmatory analysis of computer self-efficacy. Structural Equation Modeling, 10(2), 263-275.
Triyastiti, R., & Saputro, S. D. (2013). The effect of subjective attitudes and norms on student purchase intention as potential consumers of pepsodent toothpaste products. Gema, 25(46), 1210–1213.
Wayland, R. E., & Cole, P. M. (1997). Customer connections: new strategies for growth. Harvard Business Press.
Wijayaningtyas, M., Redjo, R. E. S., Handoko, F., & Lukiyanto, K. (2021). The Millennials' Energy Efficiency Behaviour towards Eco-friendly Home. Civil Engineering and Architecture, 9(2), 394–403.
Wingreen, S. C., & Baglione, S. L. (2005). Untangling the Antecedents and Covariates of E‐Commerce Trust: Institutional Trust vs. Knowledge‐Based Trust. Electronic Markets, 15(3), 246-260.
World Health Organization. (2020). eHealth at WHO. Geneva: Switzerland. https://www.who.int/ehealth/about/en/
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of marketing, 60(2), 31-46.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of marketing, 52(3), 2-22.
Zhang, L., Chen, Y., Liang, Y., & Li, N. (2008, December). Application of data mining classification algorithms in customer membership card classification model. In 2008 International Conference on Information Management, Innovation Management and Industrial Engineering (Vol. 1, pp. 211-215). IEEE.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of marketing, 52(3), 2-22.
Zhao, X., Huo, B., Flynn, B. B., & Yeung, J. H. Y. (2008). The impact of power and relationship commitment on the integration between manufacturers and customers in a supply chain. Journal of operations management, 26(3), 368-388.