進階搜尋


   電子論文尚未授權公開,紙本請查館藏目錄
(※如查詢不到或館藏狀況顯示「閉架不公開」,表示該本論文不在書庫,無法取用。)
系統識別號 U0026-0407201311394400
論文名稱(中文) 藥師可信度的前因與結果--以台灣藥局藥師為例
論文名稱(英文) Antecedent and Outcome of Pharmacist Credibility - A Case Study of Taiwan’s Drug Store Pharmacist
校院名稱 成功大學
系所名稱(中) 企業管理學系碩博士班
系所名稱(英) Department of Business Administration
學年度 101
學期 2
出版年 102
研究生(中文) 張家瑋
研究生(英文) Chia-Wei Chang
學號 r46004039
學位類別 碩士
語文別 中文
論文頁數 78頁
口試委員 指導教授-張淑昭
共同指導教授-黃瀞瑩
口試委員-方世杰
口試委員-王瑜琳
中文關鍵字 藥師可信度  同理心  顧客信任 
英文關鍵字 pharmacist credibility  empathy  customer trust 
學科別分類
中文摘要 隨著台灣進入高齡化社會、國人預防醫學觀念提昇等原因,醫療保健越來越被重視。根據IMS(寰宇藥品資料管理股份有限公司)統計分析,台灣2012健康食品市場規模已經超過1000億元,非處方藥物市場規模也達660億元,預估未來幾年醫療產業將會持續穩定成長。
在台灣,藥局與藥妝店是銷售健康食品與非處方藥物主要的通路之一。由衛生署統計資料顯示,2012年台灣藥局與藥妝店數目總和達7620間,等同於統一便利超商加上全家便利商店的數量。藥局與藥妝店數量之多可見其競爭激烈情況。
本研究意旨在探討藥師可信度的前置因素與結果。本研究共發出266份問卷,回收246份,回收率為92%。研究結果摘要如下:藥師專業度與藥師值得信任度會正面影響藥師可信度,而藥師吸引力與藥師可信度則沒有顯著關係;另外,藥師可信度與同理心皆會正面影響顧客信任。
英文摘要 As Taiwan enters an aging society, the concept of preventive medicine is enhanced, as health care gets more and more attention. According to the IMS Health Company, Taiwan's 2012 health food market size exceeded 100 billion, and the over-the-counter (OTC) drug market size had reached 66 billion. It is estimated that the medical industry will grow steadily over the next few years.
In Taiwan, both pharmacies and cosmeceutical stores sell health food and OTC drugs. According to the statistics of the National Department of Health, the total count of pharmacies and cosmeceutical stores amount up to 7620, a number approximately equal to the total amount of 7-11 convenient stores and FamilyMart stores in Taiwan. This statistical reference suggests the competitive situation in pharmacies and cosmeceutical stores.
The objective of this study is to understand the antecedent and outcome of pharmacist credibility. In this study, a total of 266 questionnaires were issued, 246 were returned. The results are summarized as follows: Pharmacist expertise and trustworthiness have positive impact on their credibility; additionally pharmacist attractiveness has no significant relationship regarding pharmacist credibility. Furthermore, pharmacist credibility and empathy will positively affect customer trust.
論文目次 中文摘要 ……………………………………………………………………Ⅰ
Abstract ……….....…………………………………………………………Ⅱ
致謝詞 …………………………………………………………………………Ⅲ
第一章 緒論…………………………………………………………………1
第一節 研究背景 ……………………………………………………………1
第二節 研究動機 ……………………………………………………………9
第三節 預期貢獻 …………………………………………………………11
第四節 研究流程…………………………………………………………11
第二章 文獻探討…………………………………………………………13
第一節 藥師 ………………………………………………………………13
第二節 顧客信任 …………………………………………………………14
第三節 商店印象……………………………………………………………15
第四節 能力…………………………………………………………………16
第五節 來源可信度…………………………………………………………17
第六節 同理心…………………………………………………………22
第三章 研究設計與方法………………………………………………24
第一節 研究架構……………………………………………………………24
第二節 研究假設…………………………………………………………28
第三節 變數的定義與衡量……………………………………………31
第四節 問卷設計與程序 …………………………………………………35
第五節 資料分析方法 …………………………………………………39
第四章 資料分析與討論 ………………………………………………….41
第一節 樣本敘述 ………………………………………………………41
第二節 區別分析 …………………………………………………………47
第三節 信度與效度檢定…………………………………………………51
第四節 研究假設驗證 ………………………………………………53
第五章 結論與建議 ………………………………………………….58
第一節 研究結論 ………………………………………………………58
第二節 管理意涵 ………………………………………………………59
第三節 研究限制與建議 ……………………………………………60
中文參考文獻 ……………………………………………………………62
英文參考文獻……………………………………………………………63
附錄:研究問卷 …………………………………………………………73
參考文獻 張淑青. (2004). 顧客滿意與信任對忠誠度影響之研究. 管理學報, 21(5), 611-627.
董正玫, 鄭. (2009). 台灣OTC保健市場需求與趨勢分析. 藥訊電子報, 19.
何旻燁、張青. (2010). 台灣人,你最信賴誰?. 讀者文摘 541.
陳琬雯, 石. (2011). 社區藥局發展的未來想像. 藥學雜誌, 4-7.
周傑夫. (2012). 人口老化為全球趨勢,保健食品&長期照護商機浮現. 萬寶週刊, 999.
林振順. (2012). 臺灣藥學教育與藥師執業. 藥學雜誌.
Anderson, E., & Weitz, B. (1989). Determinants of continuity in conventional industrial channel dyads. Marketing science, 8(4), 310-323.
Anderson, J. C., & Narus, J. A. (1990). A model of distributor firm and manufacturer firm working partnerships. The Journal of Marketing, 42-58.
Anderson, S. (2002). The state of the world's pharmacy: a portrait of the pharmacy profession. Journal of Interprofessional Care, 16(4), 391-404.
Applbaum, R. F., & Anatol, K. W. (1972). The factor structure of source credibility as a function of the speaking situation.
AR, G. (1995). Remington: the science and practice of pharmacy. Easton: Mack Publishing Company.
Arons, L. (1961). Does television viewing influence store image and shopping frequency. Journal of Retailing, 37(3), 1-13.
Baker, M. J., & Churchill Jr, G. A. (1977). The impact of physically attractive models on advertising evaluations. Journal of Marketing research, 538-555.
Bell, S. J., & Eisingerich, A. B. (2007). The paradox of customer education: customer expertise and loyalty in the financial services industry. European Journal of Marketing, 41(5/6), 466-486.
Berlo, D. K., Lemert, J. B., & Mertz, R. J. (1969). Dimensions for evaluating the acceptability of message sources. Public Opinion Quarterly, 33(4), 563-576.
Berman, B., & Evans, J. R. (1995). Retail ManagementA Strategic ApproachPrentice–Hall. Englewood Cliffs, NJ.
Berry, L. L. (1993). Playing fair in retailing. Arthur Anderson Retailing Issues Newsletter, 5(2).
Blau, P. M. (1964). Exchange and power in social life: Transaction Publishers.
Bowers, J. W., & Phillips, W. A. (1967). A note on the generality of source‐credibility scales.
Caballero, M. J., & Solomon, P. J. (1984). Effects of model attractiveness on sales response. Journal of Advertising, 17-33.
Cho, J. E., & Hu, H. (2009). The effect of service quality on trust and commitment varying across generations. International Journal of Consumer Studies, 33(4), 468-476.
Cravens, D. W., Grant, K., Ingram, T. N., LaForge, R. W., & Young, C. (1992). In search of excellent sales organizations. European Journal of Marketing, 26(1), 6-23.
D. Scott Kiker, P. D. M. K., Ph.D. (2008). Lou’s thrifty way market: an examination of sources of competitive advantage in the grocery store industry. The Business Review, 11(2), 71-75.
De Young, M. (1996). Research on the effects of pharmacist-patient communication in institutions and ambulatory care sites, 1969-1994. American Journal of Health-System Pharmacy, 53(11), 1277-1291.
Deutsch, M. (1962). Cooperation and trust: Some theoretical notes.
Doney, P. M., & Cannon, J. P. (1997). An examination of the nature of trust in buyer-seller relationships. The Journal of Marketing, 35-51.
Duan, C., & Hill, C. E. (1996). The current state of empathy research. Journal of counseling psychology, 43(3), 261-274.
Durkin, M. G., & Howcroft, B. (2003). Relationship marketing in the banking sector: the impact of new technologies. Marketing Intelligence & Planning, 21(1), 61-71.
Dwyer, F. R., Schurr, P. H., & Oh, S. (1987). Developing buyer-seller relationships. The Journal of Marketing, 11-27.
Dyer, J. H., & Chu, W. (2003). The role of trustworthiness in reducing transaction costs and improving performance: Empirical evidence from the United States, Japan, and Korea. Organization science, 14(1), 57-68.
Dymond, R. F. (1949). A scale for the measurement of empathic ability. Journal of Consulting Psychology, 13, 127-133.
Eisingerich, A. B., & Bell, S. J. (2007). Maintaining customer relationships in high credence services. Journal of Services Marketing, 21(4), 253-262.
Erdem, T., Swait, J., & Louviere, J. (2002). The impact of brand credibility on consumer price sensitivity. International Journal of Research in Marketing, 19(1), 1-19.
Federation, A. N., & Federation, A. N. (1997). Competency standards for the advanced nurse: Australian Nursing Federation.
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research.
Frazier, G. L., & Summers, J. O. (1984). Interfirm influence strategies and their application within distribution channels. The Journal of Marketing, 43-55.
Friedman, H., & Friedman, L. (1979). Endorser effectiveness by product type. Journal of Advertising Research, 19(5), 63-71.
Ganesan, S. (1994). Determinants of long-term orientation in buyer-seller relationships. The Journal of Marketing, 1-19.
Gebauer, H. (2008). Robust management policies for positioning pharmacies as healthcare service providers. European Management Journal, 26(3), 175-187.
Giffin, K. (1967). The contribution of studies of source credibility to a theory of interpersonal trust in the communication process. Psychological bulletin, 68(2), 104.
Goldsmith, R. E., Lafferty, B. A., & Newell, S. J. (2000). The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands. Journal of Advertising, 43-54.
He, H., & Mukherjee, A. (2007). I am, ergo I shop: does store image congruity explain shopping behaviour of Chinese consumers? Journal of Marketing Management, 23(5-6), 443-460.
Hepler, C. D. (1987). The third wave in pharmaceutical education: the clinical movement. Journal of Pharmaceutical Education, 51(4), 369-385.
Hepler, C. D., & Strand, L. M. (1990). Opportunities and responsibilities in pharmaceutical care. Am J Hosp Pharm, 47(3), 533-543.
Hess, D., Mahoney, C., Johnson, P., Corrao, W., & Fisher, A. (1990). Integration of clinical and administrative strategies to reduce expenditures for antimicrobial agents. American Journal of Health-System Pharmacy, 47(3), 585-591.
Horai, J., Naccari, N., & Fatoullah, E. (1974). The effects of expertise and physical attractiveness upon opinion agreement and liking. Sociometry, 601-606.
Hovland, C. I., Janis, I. L., & Kelley, H. H. (1953). Communication and persuasion: Psychological studies of opinion change: Yale University Press New Haven, CT.
Johnson, H. H., Torcivia, J. M., & Poprick, M. A. (1968). Effects of source credibility on the relationship between authoritarianism and attitude change. Journal of Personality and Social Psychology, 9(1), 179-183.
JOSEPH, C. A., JOSEPH, C. R., BARTO, J., & MCKAY, T. D. (1982). Effects of sex of subject and emotional role-playing on reactance. Perceptual and Motor Skills, 54(3c), 1281-1282.
Kahle, L. R., & Homer, P. M. (1985). Physical attractiveness of the celebrity endorser: A social adaptation perspective. Journal of Consumer Research, 954-961.
Kerr, W. A., & Speroff, B. J. (1954). Validation and evaluation of the empathy test. The Journal of General Psychology, 50(2), 269-276.
Kim, D. J., Ferrin, D. L., & Rao, H. R. (2009). Trust and satisfaction, two stepping stones for successful e-commerce relationships: A longitudinal exploration. Information Systems Research, 20(2), 237-257.
Kisa, S. K., A.; Younis, M. (2007). The changing role of pharmacists: a lesson from Turkey. Public Administration and Management, 12(3), 1-17.
Kohli, A. K., & Jaworski, B. J. (1990). Market orientation: the construct, research propositions, and managerial implications. The Journal of Marketing, 1-18.
Komiak, S. X., & Benbasat, I. (2004). Understanding customer trust in agent-mediated electronic commerce, web-mediated electronic commerce, and traditional commerce. Information Technology and Management, 5(1-2), 181-207.
Kunkel, J. H., & Berry, L. L. (1968). A behavioral conception of retail image. The Journal of Marketing, 21-27.
Lo, Y.-N. H. (2006). CONSUMERS’EXPECTATIONS OF OVER-THE-COUNTER (OTC) MEDICINES: LOCATION OF SALE. University of Saskatchewan.
Maddux, J. E., & Rogers, R. W. (1980). Effects of source expertness, physical attractiveness, and supporting arguments on persuasion: A case of brains over beauty. Journal of Personality and Social Psychology, 39(2), 235.
Martín, S. S., Gutiérrez, J., & Camarero, C. (2004). Trust as the key to relational commitment. Journal of relationship marketing, 3(1), 53-77.
Martineau, P. (1958). The personality of the retail store.
Mayer, R. C., & Davis, J. H. (1999). The effect of the performance appraisal system on trust for management: A field quasi-experiment. Journal of applied psychology, 84, 123-136.
McCroskey, J. C. (1966). Scales for the measurement of ethos.
McGuire, W. J. (1985). Attitudes and attitude change. Handbook of social psychology, 2(3), 233-346.
Meneu, R. (2008). Lampedusa and pharmaceutical distribution: community pharmacy in the 21st century. Eurohealth, 14(3), 16.
Miller, G. R., & Baseheart, J. (1969). Source trustworthiness, opinionated statements, and response to persuasive communication.
Mills, J., & Aronson, E. (1965). Opinion change as a function of the communicator's attractiveness and desire to influence. Journal of Personality and Social Psychology, 1(2), 173.
Mills, J., & Harvey, J. (1972). Opinion change as a function of when information about the communicator is received and whether he is attractive or expert. Journal of Personality and Social Psychology, 21(1), 52-55.
Moorman, C., Deshpande, R., & Zaltman, G. (1993). Factors affecting trust in market research relationships. The Journal of Marketing, 81-101.
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. The Journal of Marketing, 20-38.
Nadler, A., & Liviatan, I. (2006). Intergroup reconciliation: Effects of adversary's expressions of empathy, responsibility, and recipients' trust. Personality and Social Psychology Bulletin, 32(4), 459-470.
Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 39-52.
Orth, U. R., & Green, M. T. (2009). Consumer loyalty to family versus non-family business: The roles of store image, trust and satisfaction. Journal of Retailing and Consumer Services, 16(4), 248-259.
Patzer, G. L. (1983). Source credibility as a function of communicator physical attractiveness. Journal of Business Research, 11(2), 229-241.
Perepelkin, J., & Di Zhang, D. (2011). Brand personality and customer trust in community pharmacies. International Journal of Pharmaceutical and Healthcare Marketing, 5(3), 175-193.
Pioch, E. A., & Schmidt, R. A. (2004). Community pharmacies as good neighbours? A comparative study of Germany and the UK. International journal of retail & distribution management, 32(11), 532-544.
Pruitt, D. G. (1981). Negotiation behavior (Vol. 47): Academic Press New York.
Resnik, D. B., Ranelli, P. L., & Resnik, S. P. (2000). The conflict between ethics and business in community pharmacy: what about patient counseling? Journal of Business Ethics, 28(2), 179-186.
Ripperger, T. (2003). Ökonomik des Vertrauens: Analyse eines Organisationsprinzips (Vol. 101): Mohr Siebeck.
Rotter, J. B. (1967). A new scale for the measurement of interpersonal trust1. Journal of personality, 35(4), 651-665.
S, C. J. (1994). Foundations of social theory: Belknap Press of Harvard University Press.
Schlenker, B. R., Helm, B., & Tedeschi, J. T. (1973). The effects of personality and situational variables on behavioral trust. Journal of Personality and Social Psychology, 25(3), 419.
Schmidt, R. A., & Pioch, E. A. (2004). Community pharmacies under pressure: issues of deregulation and competition. International journal of retail & distribution management, 32(7), 354-357.
Schmidt, R. Ä., & Pioch, E. A. (2005). Community pharmacies under pressure–can branding help? International journal of retail & distribution management, 33(7), 494-504.
Schulman, G. I., & Worrall, C. (1970). Salience patterns, source credibility, and the sleeper effect. Public Opinion Quarterly, 34(3), 371-382.
Schurr, P. H., & Ozanne, J. L. (1985). Influences on exchange processes: buyers' preconceptions of a seller's trustworthiness and bargaining toughness. Journal of Consumer Research, 939-953.
Şengün, A. E., & Wasti, S. N. (2009). Revisiting Trust and Control Effects on Perceived Relationship Performance. International Small Business Journal, 27(1), 39-69.
Sichtmann, C. (2007). An analysis of antecedents and consequences of trust in a corporate brand. European Journal of Marketing, 41(9/10), 999-1015.
Simons, H. W., Berkowitz, N. N., & Moyer, R. J. (1970). Similarity, credibility, and attitude change: A review and a theory. Psychological bulletin, 73(1), 1.
Singh, J., & Sirdeshmukh, D. (2000). Agency and trust mechanisms in consumer satisfaction and loyalty judgments. Journal of the Academy of Marketing Science, 28(1), 150-167.
Sirgy, M. J., Grewal, D., & Mangleburg, T. (2000). Retail environment, self-congruity, and retail patronage: an integrative model and a research agenda. Journal of Business Research, 49(2), 127-138.
Smith, A. (1759). The Theory of Moral Sentiments. London: A. Millar.
Smith, J. B., & Barclay, D. W. (1997). The effects of organizational differences and trust on the effectiveness of selling partner relationships. The Journal of Marketing, 3-21.
Spencer, H. (1895). The principles of psychology (Vol. 4): D. Appleton.
Steadman, M. (1969). How sexy illustrations affect brand recall. Journal of Advertising Research, 9(1), 15-19.
Stotland, E., Mathews, K., Sherman, S., Hansson, R., & Richardson, B. (1978). Empathy, fantasy, and helping: Sage Publications Beverly Hills.
Swan, J. E., Bowers, M. R., & Richardson, L. D. (1999). Customer trust in the salesperson: an integrative review and meta-analysis of the empirical literature. Journal of Business Research, 44(2), 93-107.
Sweeney, J., & Swait, J. (2008). The effects of brand credibility on customer loyalty. Journal of Retailing and Consumer Services, 15(3), 179-193.
Szeinbach, S. L., Barnes, J. H., Summers, K. H., & Banahan III, B. F. (1994). The changing retail environment: its influence on professionalism in chain and independently owned pharmacies. Journal of Applied Business Research (JABR), 11(1), 5-14.
Teller, C., & Reutterer, T. (2008). The evolving concept of retail attractiveness: what makes retail agglomerations attractive when customers shop at them? Journal of Retailing and Consumer Services, 15(3), 127-143.
Thang, D. C. L., & Tan, B. L. B. (2003). Linking consumer perception to preference of retail stores: an empirical assessment of the multi-attributes of store image. Journal of Retailing and Consumer Services, 10(4), 193-200.
Titchener, E. B. (1908). Lectures on the elementary psychology of feeling and attention: The Macmillan Company, 1908.
Tootelian, D. H. (1991). Marketing to the mature population, Part 1: Evaluating the attractiveness of the mature population. American pharmacy(1), 50.
Vlachos, P. A., & Tsamakos, A. (2011). Corporate social responsibility: attributions, loyalty and the mediating role of trust. Journal of the Academy of Marketing Science, 37(2), 170-180.
White, R. W. (1959). Motivation reconsidered: The concept of competence. Psychological review, 66(5), 297.
Whitehead Jr, J. L. (1968). Factors of source credibility. Quarterly Journal of Speech, 54(1), 59-63.
Widgery, R. N., & Ruch, R. S. (1981). Beauty and the Machiavellian. Communication Quarterly, 29(4), 297-301.
Worley-Louis, M. M., Schommer, J. C., & Finnegan, J. R. (2003). Construct identification and measure development for investigating pharmacist–patient relationships. Patient Education and Counseling, 51(3), 229-238.
Yang, S. C., Hung, W. C., Sung, K., & Farn, C. K. (2006). Investigating initial trust toward e‐tailers from the elaboration likelihood model perspective. Psychology & Marketing, 23(5), 429-445.
Zand, D. E. (1972). Trust and managerial problem solving. Administrative science quarterly, 229-239.
論文全文使用權限
  • 同意授權校內瀏覽/列印電子全文服務,於2018-07-10起公開。


  • 如您有疑問,請聯絡圖書館
    聯絡電話:(06)2757575#65773
    聯絡E-mail:etds@email.ncku.edu.tw