你對品牌敏感嗎？影響採購人員採購決策之研究

Are You Sensitive To Brand? A Study for Purchasing Decision of the Impact of Procurement Staff

蔡璥香奇(Ching-Yi Tsai)

指導教授 ： 方文昌教授

國立臺北大學/商學院/企業管理學系/碩士(2015年)

摘要

在資訊處理理論(Information Processing Theory)的實證研究探討發現，對採購中心增加對品牌資訊敏感度的強度，會因為採購產品的重要性及複雜性呈現不同的敏感現象。本研究根據資訊處理理論以研究採購中心對醫療產品採購的重要性及複雜性、品牌資訊與成本導向對品牌敏感度的影響。研究發放 220 份問卷,針對醫療產品專業採購人員及一般消費醫療產品採購，分為專業醫療採購與消費醫療採購，共回收186 份有效問卷。專業醫療採購為99份，消費醫療採購為87份有效問卷。研究結果顯示，在專業醫療採購中，採購重要性對品牌敏感度之間有顯著的負向關係，品牌資訊對品牌敏感度有顯著的正向關係；消費醫療採購顯示，採購重要性與品牌資訊對品牌敏感度之間有顯著的正向關係，成本導向對品牌敏感度有顯著的負向關係。在兩群組間，採購的複雜性對品牌敏感度均沒有看到顯著的影響關係。研究結果將能夠供行銷人員在B2B與B2C的醫療產品品牌行銷策略上有實質的參考意義。

關鍵字

品牌資訊 ； 採購複雜性 ； 採購重要性 ； 品牌敏感度 ； 涉入程度

並列摘要

Building on information processing theory (IPT), an empirical study investigates the factors that drive a buying center’s level of sensitivity to brand information caused by different level of purchase importance and purchase complexity. According to information processing theory, this study investigates the factors focus on products of pharmaceuticals and medicals that drive a buying center’s level sensitivity of purchase importance, purchase complexity, brand information and cost orientation. Data collected by 220 questionnaires from two groups which included professional medical procurement and consumer medical procurement groups. There are 186 effective for return questionnaires. There are 99 questionnaires in professional medical procurement and 87 questionnaires in consumer medical procurement. The result shows that the presence of negative relationship between purchase importance and brand sensitivity, positivity relationship between brand information and brand sensitivity in professional medical procurement group. For another group consumer medical procurement, purchase importance and brand information appears significant positive relationships. The relationships between cost orientation and brand sensitivity shows significant. These results offer guidance to managers concerning when business-to-business (B2B) and business-to-customer (B2C) brand investments of medicals and pharmaceuticals are likely to offer their greatest return.

並列關鍵字

Brand information ； Purchase complexity ； Purchase importance ； Brand sensitivity ； Involvement

參考文獻

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