牙科治療台購買決策因素之研究

本研究採立意抽樣法對國內各牙醫診療單位的醫師進行問卷調查，目的在於了解牙醫師在選購治療台時對於價格、品質、商業友誼、服務及品牌等五個決策因素的相對重視程度以及A1、A2、A3、A4和A5等五大品牌間的偏好情形。資料經次數分配、集群分析、配對比較、層級程序分析及相關分析後得到的結果包括：牙科治療台的品牌形象、購買決策評估要素重要性排序、整體決策方案順序及個別要素的決策方案順序在不同背景的受訪者之間有差異。品質與服務在購買決策中的重要性高於價格、商業友誼和品牌。在各背景群中的品牌形象都是最佳且為整體和非價格因素決策方案中的第一順位。品牌形象與購買決策的整體方案順序有顯著相關。

關鍵字

牙科治療台；購買決策；品牌形象；配對比較；層級程序分析

並列摘要

In order to find out the relative importance among price, quality, commercial friendship, service and brand for dental unit purchasing decision and the brand preference of the 5 major manufacturers in Taiwan, namely A1, A2, A3, A4 and A5, questionnaire survey had been conducted on dentist in Taiwan. Responses of 44 dentist selected by judgement sampling were statistically analyzed by frequency distribution, cluster analysis, paired comparison, Analytic Hierarchy Process, and correlation analysis. The result showed: (1) dentist with different background have different brand image, relative importance of the purchasing decision determinants, and the order of purchasing alternatives. (2)The quality of the product and the after-service outweigh the cost, commercial friendship and the popularity of the brand in the decision of purchasing a dental unit. (3) A1 is the most preferred brand except under the price consideration. (4) brand image and the order of purchasing alternatives are significantly correlated.