醫療行為是一種接觸服務的形式，民眾透過醫師與他們的接觸和互動來評估對其醫師的就醫態度，本研究利用服務接觸評估模式加入既定的性別與娃娃臉的刻板印象，來探討尤其是負面事件發生後，將如何影響民眾對醫師的感知以及評判。本研究以臉部表徵的商管相關研究發現作為基礎應用於醫務管理領域上，以實驗設計法進行，操弄形象（娃娃臉程度高vs.娃娃臉程度低）、醫師性別（男vs.女）與科別（內科vs.外科）三個自變數，為2x2x2 三因子設計，輔以加入民眾健康意識的自我評估，並透過虛擬的就醫情節搭配醫師形象建立八種不同的實驗情境，探討民眾於不同情境下對醫師的態度與忠誠度。
研究結果指出，民眾對於娃娃臉程度高的醫師會有較好的就醫態度，其中娃娃臉程度高的男醫師又較佳於其女性醫師，但娃娃臉程度低的醫師男女之間沒有顯著差異。在負面事件發生後，發現外科且娃娃臉程度高的女醫師較男醫師有高的忠誠度，而娃娃臉程度低的男醫師比女醫師獲得更高的忠誠度。內科則為娃娃臉程度高的男醫師有較佳的忠誠度，但娃娃臉程度低女醫師較男醫師得到較佳的忠誠度。在歸因對象方面，民眾認為娃娃臉程度低的女醫師最容易發生負面事件；娃娃臉程度高的女醫師則必須要負起較大的責任。在負面事件嚴重程度的歸因中，發現民眾認為外科執醫的娃娃臉程度高之男醫師以及內科執醫的娃娃臉程度高之女醫師，民眾認為情節最為嚴重。以上結果驗證性別刻板印象以及娃娃臉效應同時存在於醫師行業中，而且對民眾的就醫態度多有影響。

The medical care is one of the service encounters. Patients evaluate the service quality based on the interaction with the physician. This research integrates the babyface and gender stereotypes into the model of service encounter. The research examines how these stereotypes affect people’s perceptions and judgments, especially after a negative event occurs. The present study uses an experimental design to investigate the effects of the level of babyface (high vs. low), gender of physician (male vs. female) and the type of specialty (the surgical department vs. the internal medical department). A 2x2x2 factorial design is conducted. Eight different scenarios are established and the effects are measured by satisfaction and loyalty(the attitude toward the medical care). In addition, health consciousness is incorporated into this research to observe the responses under those scenarios.
The results indicate that the babyfaced physicians are more effective than the maturefaced physicians in terms of patient’s satisfaction and loyalty. More importantly, the results demonstrate that in the babyfaced group, the male physicians are more effective than the female ones, but no such difference is found in the maturefaced physicians. After the negative even happened, due to the Teddy-bear effect arise, the female babyfaced physicians in the surgical department earned higher loyalty than male ones. On the other hand, the female maturefaced physicians in the internal medical department earn stronger loyalty from patients than male ones. Regarding the aspect of attribution in this study, the results show that the female maturefaced physicians are more likely to be perceived as frauds, and the female babyfaced physicians are more likely to be deemed to be responsible for such the negative event. When considering perceived severity of the negative event, people are more likely to attribute it to the male babyfaced physicians within the surgical department, and the female babyfaced physicians within the internal medical department. Overall speaking, the results suggest that stereotypes of babyface and gender exist in the service encounter with physicians.

第壹章 緒論........................................................................... 1
第一節 前言 .......................................................................... 1
第二節 研究背景 .................................................................. 1
第三節 研究動機 .................................................................. 4
第四節 研究目的與問題 ...................................................... 5
第五節 研究架構 .................................................................. 6
第貳章 文獻回顧................................................................... 8
第一節 前言 .......................................................................... 8
第二節 娃娃臉的相關研究 .................................................. 8
第三節 性別刻板印象 ........................................................ 13
第四節 歸因理論和消費者行為研究 ................................ 16
第五節 服務接觸評估模式之概念 .................................... 19
第六節 健康意識之介紹和消費者行為研究 .................... 21
第七節 小結 ........................................................................ 22
第參章 研究設計與方法 .................................................... 23
第一節 前言 ........................................................................ 23
第二節 研究假設與架構 .................................................... 23
第三節 前測 ........................................................................ 30
第四節 研究變數的操作型定義與衡量 ............................ 35
第五節 研究設計 ................................................................ 40
第六節 小結 ........................................................................ 42
第肆章 研究結果分析 ........................................................ 43
第一節 前言 ........................................................................ 43
第二節 樣本背景資料 ........................................................ 43
第三節 信度分析 ................................................................ 47
第四節 研究設計之操弄 .................................................... 47
第五節 研究假設之檢定 .................................................... 51
第六節 個人健康意識與醫療資源使用之潛在共變數檢定... 68
第伍章 結論與建議 ............................................................ 74
第一節 前言 ........................................................................ 74
第二節 研究結果討論 ........................................................ 74
第三節 研究貢獻 ................................................................ 79
第四節 研究限制 ................................................................ 81
第五節 未來研究建議 ........................................................ 82
第六節 小節 ........................................................................ 85
文獻參考.............................................................................. 86
附錄ㄧ 學者DR. YU WEI JIANG指導內容 ..................... 94
附錄二 前測問卷................................................................. 95
附錄三 正式問卷............................................................... 107

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