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系統識別號 U0026-1610201716172400
論文名稱(中文) 醫藥業專業型中間人藉由個人客製化服務能力、產品資訊提供能力、新產品研發能力影響醫師對創新藥品接受程度與病患的關係品質相關性研究
論文名稱(英文) Pharmaceutical professional intermediary influencing doctor's new drug acceptance and patient relationship through knowledge and professional service capability
校院名稱 成功大學
系所名稱(中) 高階管理碩士在職專班(EMBA)
系所名稱(英) Executive Master of Business Administration (EMBA)
學年度 106
學期 1
出版年 106
研究生(中文) 林慧婷
研究生(英文) Hui-Ting Lin
電子信箱 tinahtlin@gmail.com
學號 R07054681
學位類別 碩士
語文別 中文
論文頁數 90頁
口試委員 指導教授-蔡惠婷
口試委員-周信輝
口試委員-顏盟峯
召集委員-莊立民
中文關鍵字 專業型中間人  關係品質  個人客製化服務  產品資訊 
英文關鍵字 Professional intermediary  Relationship quality  Individual customized services  Product information provision 
學科別分類
中文摘要 研究目的:藉由專業型中間人有效的使用個人客制化服務、新產品研發能力、產品資訊提供能力,讓醫師提供專業的藥品資訊及知識給病人接納並採用,使醫師能在與病人關係上建立良好名聲及口碑;讓病患對於醫師建立良好的信任度、滿意度及忠誠度進而提高病患對醫師的關係品質。故專業型中間人在醫師以及病人間,扮演角色是中介效果是否有顯著意義,是此研究需深入探討部分,並期望藉由中間人效應能提升病患對於醫師關係品質。
研究方法:本研究以便利取樣,採網路問卷方式進行研究樣本收集,研究對象以一般病患進行問卷訪問,調查時間為2017年6月1日至6月14日,共計回收265份問卷,無效問卷14份,有效樣本251份,以SPSS 22進行統計分析。
研究結果:
1.醫師處方治療用藥時,醫師採用創新藥品接受程度與病患間關係品質有顯著關聯性。2.醫師採用創新藥品接受程度與病患關係品質的關係中,專業型中間人的個人客制化服務,具有中介效果有顯著影響。3.醫師採用創新藥品接受程度與病患關係品質的關係中,專業型中間人的產品資訊提供能力,不具有中介效果無顯著影響。4.醫師採用創新藥品接受程度與病患關係品質的關係中,專業型中間人的新產品研發能力,具有中介效果有顯著影響。
研究結論:專業型中間人主要媒合醫師與病人雙方,致力建立起雙方互惠互信以及三方共同市場中共享共生。中間人的目的在於媒合買賣雙方為雙方提供價值,為了創造出價值,好的專業形中間人必須培養出獨特的技能與做法;因此,專業化才是王道,專攻特定領域,能更快速建立起專業知識;愈快建立起專業知識越快受惠,並誠實提供可靠的資訊給雙方。
英文摘要 SUMMARY

Through professional intermediates and their effective employment in individually customized services, new product development capabilities and ability in the provision of product information, The significance and effect of the intermediary role performed by a professional intermediary between doctors and patients are the main study of this research. The research aims, through intermediary effects, at the improvement in the doctor patient relationship.

Key words: Professional intermediary, Relationship quality, Individual customized services, Product information provision

INTRODUCTION

Through professional intermediates and their effective employment in individually customized services, new product development capabilities and ability in the provision of product information, doctors could provide professional medical information and knowledge for patients to understand and accept and build up positive reputations and word of mouth; this allows patients to build up a good level of confidence, satisfaction and loyalty, therefore, an improvement in the doctor-patient relation. The significance and effect of the intermediary role performed by a professional intermediary between doctors and patients are the main studies of this research. The research aims, through intermediary effects, at the improvement in the doctor patient relationship.
MATERIALS AND METHODS

This study adopts convenience sampling and employs web survey, Ordinary patients, are the main objects surveyed. The survey was conducted between 1st June 2017 and 14th June 2017, with 251 effective surveys retrieved from the total 265 surveys retrieved.

RESULTS AND DISCUSSION

1. When issuing a prescription, the level of adaptation where a doctor adopts innovative new drugs sees a significant correlation in the quality of the patient relations
2. In the level of adaptation in the new drugs prescribed by the doctors and the quality of their relationship with patients, the customized services provided by professional intermediary served a significant media function.
3. In the level of adaptation in the new drugs prescribed by the doctors and the quality of their relationship with patients, the capability for a professional intermediary to provide product information does not play an intermediate role nor demonstrate any significance in effects.
4. In the level of adaptation in new drugs prescribed by the doctors and the quality of their relationship with patients, the ability for the professional intermediary to research and develop a new product plays an intermediate role and hold significant effects.

CONCLUSION

A professional intermediary mainly serves as a medium between doctors and patients, striving to construct a mutually beneficial and trusting symbiosis in the market. The role of an intermediary is to match both parties involved in the transactions and to provide value.To create value, a good professional intermediary must develop unique skills and methodologies.Therefore, professionalism is the key, professional knowledge can be built up more quickly through specialization in specific fields.The sooner professional knowledge is built, the sooner both parties may benefit from the provision of reliable information.
論文目次 目錄
第壹章、緒論 1
第一節、研究背景與動機 1
第二節、研究目的 4
第三節、研究問題 5
第四節、研究流程 6
第貳章、文獻探討 7
第一節、產品創新接受度 7
壹、創新產品的定義 7
貳、創新產品的衡量 8
參、創新產品的採用過程 9
第二節、關係品質 11
壹、關係品質的定義 11
貳、信任度的定義 12
參、信任度之衡量構面 13
肆、滿意度的定義 14
伍、顧客滿意度之衡量 15
陸、忠誠度定義 16
柒、忠誠度之衡量 17
第三節、專業型中間人 18
壹、專業型中間人的定義 18
貳、個人客製化服務定義 19
參、個人客製化服務形式 20
第四節、產品資訊提供能力 22
壹、產品資訊提供定義 22
貳、產品知識定義 23
參、產品資訊的提供能力衡量 24
第五節、新產品研發能力 25
壹、新產品研發能力定義 25
貳、新產品研發能力的衡量 26
第參章、研究方法 28
第一節、研究架構 28
第二節、研究假設 30
第三節、變項定義與衡量 33
第四節 問卷設計及資料收集方法 35
第五節、資料分析方法 39
第肆章、資料分析與結果 43
第一節、有效研究樣本基本資料分析 43
第二節、敘述性統計分析 45
第三節、因素分析與信度分析 50
第四節、PEARSON相關分析 58
第五節、迴歸分析 59
第伍章、結論 68
第一節、研究結果與討論 68
第二節、研究限制 71
第三節、學術貢獻與實務意涵 72
參考文獻 74
附錄…..…………………………………………………………………………...86
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