臺灣博碩士論文加值系統

由於目前製藥產業面臨了健保局持續調降健保藥價、製藥業者本身缺乏研發及行銷能力、國外藥品開放進口等問題，造成國內醫藥市場競爭更趨激烈，對製藥業者無疑是一大衝擊與挑戰。政府為了因應此一困境，實施了多項提昇製藥業者競爭力之措施，例如衛生署所推行的GMP(優良藥品製造規範)及cGMP(現行優良藥品製造規範)，不外乎是為了改善製藥工業技術、藥品品質達到國際標準以及增強國際的競爭力。然而，由於市場充斥太多競爭對手，提供良好之藥品品質與藥價並不足以確保機構買者對關係持續之意圖。因此，從關係行銷觀點來建立以及維持與通路成員之關係對製藥業者而言乃重要之議題。本研究目的在於將信任之概念應用在醫藥產業，從組織及人員兩層面探討影響信任之前置因素，以及信任對關係持續之影響，並且探討轉換障礙對信任與關係持續之間的干擾情況。
實證研究方面，本研究採問卷調查方式，以國內之醫院、診所及藥局作為研究對象；寄出386份問卷，共回收103份有效問卷，有效回收率為27%。再者，本研究利用因素分析、皮爾森相關分析、迴歸分析以及線性結構關係模式(LISREL)進行資料分析。研究結果發現：
1.製藥業者特性與對製藥業者之信任呈顯著正向關係。當製藥業者越具有溝通行為、能耐以及衝突解決技巧之特性時，越能提昇機構買者對製藥業者之信任。
2.業務代表特性與對業務代表之信任呈顯著正向關係。當業務代表越具有專業性、道德觀以及相似性之特性時，越能提昇機構買者對業務代表之信任。
3.對製藥業者之信任與對業務代表之信任呈顯著正向關係；當機構買者對製藥業者越信任，越能提昇對業務代表之信任。對業務代表之信任與對製藥業者之信任呈顯著正向關係。當機構買者對業務代表越信任，越能提昇對製藥業者之信任。
4.機構買者對製藥業者之信任對於關係持續性呈顯著正向關係；當機構買者對製藥業者越信任，關係持續性越能提昇。對業務代表之信任對關係持續性呈顯著正向關係。當機構買者對業務代表越信任，關係持續性越能提昇。
5.對製藥業者信任與關係持續性之間的關係僅部分會受到轉換障礙之干擾；機構買者對業務代表之信任與關係持續性之間的關係並不會受到轉換障礙之干擾。
最後，本研究依據理論架構與資料分析結果提出本研究之結論、對學術及企業界之貢獻與建議，以及研究限制。

Due to the deduction on the National Health Insurance (NHI) drug pricing, foreign pharmaceutical firms and the pharmaceutical manufactures are fall out of competencies in research and development and marketing, which lead to high competition in the local medical market, and which caused pharmaceutical manufactures in the local industry dealing with a greater challenge. The government and pharmaceutical manufactures had adopted several policies to enhance the core competition of local pharmaceutical firms. For instance, Chinese Medicine Physicians promotes the Good Manufacturing Practices (GMP) and Current Good Manufacturing Practices (cGMP) for further modification in manufacturing technologies, the quality of medicine, and enhance the international competitiveness.
However, providing high quality drugs in a reasonable price does not ensure the relationship with institutional buyers in terms of buyer and seller relationship, specially, there are too many competitor exists in the pharmaceutical market. Therefore, the study of building and maintaining relationship between channel members and pharmaceutical firms in the view of relationship marketing is an important issue to be discussed. The purpose of the study is to apply the concept of trust in the pharmaceutical industry, We explore the antecedents of trust from the levels of organization and people, and the impact of trust on relationship continuity. Finally, we explore the moderating effects on relationship between trust and relationship continuity.
Referring to the empirical study, this paper plans to design questionnaires and send to the institutional buyers. We mailed 386 copies of questionnaires, 103 effective samples were received, and the effective rate of retrieve is 27%. Then we analyze the data by factor analysis, Pearson correlation analysis, regression analysis and LISREL. We find these results as follow:
1.The characteristic of pharmaceutical manufacture has a significant positive effect on the institutional buyer trust in pharmaceutical manufacture. When the pharmaceutical manufactures exhibit more communication behaviors, competence and conflict resolution techniques for their institutional buyers, then the institutional buyers will also exhibit higher level of trust in that pharmaceutical manufactures.
2.The characteristic of sales representative has a significant positive effect on the institutional buyer trust in sales representative. When the sales representative exhibit more expertise, ethical views and similarities for their institutional buyers, then the institutional buyers will also exhibit higher level of trust in their sales representative.
3.The institutional buyer’s trust in the pharmaceutical manufacture has a significant positive effect on the institutional buyer trust in the sales representative. When institutional buyer exhibits more trust for their pharmaceutical manufacture, then the institutional buyers will also exhibit higher level of trust in their sales representative. The institutional buyer trust in the sales representative has a significant positive effect on the institutional buyer trust in the pharmaceutical manufacture. When institutional buyer exhibits more trust for their sales representative, then the institutional buyers will also exhibit higher level of trust in their pharmaceutical manufacture.
4.The institutional buyer trust in the pharmaceutical manufacture has a significant positive effect on relationship continuity. When institutional buyer exhibits more trust for their pharmaceutical manufacture would lead to higher levels of relationship continuity. The institutional buyer trust in the sales representative has a significant positive effect on relation continuity. When institutional buyer exhibits more trust for their sales representative would lead to higher levels of relationship continuity.
5.The relationship between the institutional buyer trust in the pharmaceutical manufacture and relationship continuity would be moderated partly by switching barrier, and the relationship between the institutional buyer trust in the sales representative and relationship continuity would not be moderated by switching barrier.
Finally, according to the conceptual framework and research findings, the study provides some meanings and suggestions in theories, practices and future research.

目錄………………………………………………………………………………...I
表目錄…………………………………………………………………………….III
圖目錄……………………………………………………………………………VI
第一章緒論………………………………………………………………...1
第一節研究背景與研究動機………………………………………………1
第二節研究問題……………………………………………………………4
第三節研究目的……………………………………………………………5
第四節研究對象與研究範圍………………………………………………5
第五節論文結構與研究流程………………………………………………6
第二章文獻探討…………………………………………………………9
第一節製藥產業之分析……………………………………………………9
第二節關係行銷文獻之探討……………………………………………13
第三節信任文獻之探討…………………………………………………23
第四節製藥業者特性……………………………………………………44
第五節業務代表特性……………………………………………………65
第六節關係持續性文獻之探討…………………………………………77
第七節轉換障礙文獻之探討……………………………………………81
第八節各構面關係之探討………………………………………………..95
第三章研究方法………………………………………………………101
第一節研究架構…………………………………………………………101
第二節研究假設…………………………………………………………103
第三節研究變數與操作性定義………………………………………….112
第四節研究設計…………………………………………………………120
第五節資料分析方法與流程…………………………………………..124
第四章資料分析與實證研究…………………………………………127
第一節敘述性統計分析…………………………………………………127
第二節信度與效度之檢定………………………………………………141
第三節皮爾森相關分析…………………………………………………152
第四節各構面關係之影響檢定…………………………………………155
第五節典型相關分析………………………………………………….162
第六節階層式調節迴歸分析……………………………………………164
第七節整體模式之LISREL分析………………………………………176
第五章結論與建議……………………………………………………..185
第一節研究結論…………………………………………………………185
第二節研究貢獻…………………………………………………………192
第三節研究建議…………………………………………………………194
第四節研究限制…………………………………………………………199
參考文獻…………………………………………………………………200
附錄一各構面之皮爾森相關分析……………………………………213
附錄二問卷……………………………………………………………218

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