探討品牌形象因素對採購行為之影響-以牙醫診所醫師為例

The Effect of Brand Image on Dentists’ Purchase Behavior

林哲文(Che-Wen Lin)

指導教授 ： 王河星

國立臺北科技大學/管理學院/管理學院工業工程與管理EMBA專班/碩士(2014年)

摘要

由於近年來台灣地區醫療院所的性質轉化，競爭的醫療服務市場環境中，醫生的責任與義務不單只是以專業的技術治療病患，另一就是積極尋找適合自己同時也讓患者能夠放心的設備，並且建立診所的優勢性，保持醫療科技創新的高度能力或引進較高層式醫療科技，以提供病患醫療需求及服務品質的提升。
因此，本研究為針對牙醫業者添購牙醫設備需求，經由品牌形象作為問卷內容，並以牙醫業者做為調查對象，取得其相關購買行為偏好，透過SPSS統計軟體分析，分析包含敘述性統計、信度分析、效度分析、變異數分析和迴歸分析，以提供牙醫設備業者做為參考。其結果顯示牙醫師的涉入對採購行為有中介的干擾影響，而品牌形象的產品功能性、產品象徵性、產品服務性與企業形象對購買意願亦具有顯著影響。

關鍵字

牙醫設備 ； 品牌形象 ； 購買意願

並列摘要

Recent years, Taiwan’s medical institutions become more and more competition. Something changes that Doctors’ responsibilities and obligations not only to the professional treatment of patients, but searching good equipment which fit themselves and patients. For creating the advantage of clinic, doctors should learn more skills and buy the high-level equipment to satisfy the patients’ need and improvement the service quality.
Therefore, I sat a questionnaire via the brand imagine for research the demand of dental equipment. I use SPSS to obtain the preferences of their purchase behavior which survey by dentist, and analysis through descriptive statistics, reliability analysis, validity analysis, analysis of variance, and regression, which provides the reference to the dental equipment industry. Its results show that the dentists’ involvements have interference to their purchase behavior. The brand image of the product features, product symbolic, product service and cooperate imagine also have significant impact on purchase behavior.

並列關鍵字

Brand Image ； Purchase Behavior ； Dental equipment

參考文獻

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