台灣都會區消費者對不同西藥局經營型態購買決策之研究

A Study on purchase decision of consumers for Drug-Store types in Taiwan

謝孟樺(Hsieh Meng-Hua)

指導教授 ： 黃萬傳

亞洲大學/管理學院/經營管理學系碩士班/碩士(2004年)

摘要

由於經濟成長，國內人口趨向高齡化，促使社會大眾逐漸重視健康與保健的觀念。醫藥分業制度實施之後，藥局在自我照護方面居重要角色。因此，本文以藥局消費者為探討主軸，並將藥局的經營型態分為三類，即一般藥局、連鎖藥局及藥妝店。基於政策、環境、社會、經濟及外來競爭者等影響，使得消費者購買決策有所改變。文中以購買決策前三階段為基礎，輔以相關之次級資料，分析和比較消費者在不同經營型態所重視的決策變數。利用Logistic迴歸模式，找出選擇不同藥局經營型態與人口統計、社經變數之關係，並提出未來改善之道。期冀藥局業者能藉由消費者購買決策變數的認知，依本研究結果，研擬一般藥局定位為「社區藥局」、連鎖藥局為「專業可信」及藥妝店為「一次購足」，以提昇不同經營型態藥局之專業化服務。

關鍵字

藥局 ； 消費者 ； 購買決策

並列摘要

The people in Taiwan orientate healthcare concept because of the economic growth and the senior citizen growth. Also, drug-store still plays an important role until the separation of medical operation and drug recipe. This paper divides drug-store’s consumers into three types: traditional drug-store, chain-drug-store and beauty-shop. The factors of policy, environment, society, economics, and competitors make consumer rebuild their purchase decisions. The paper employs the purchase decisions of first three-step and the secondary data to analyze and to compare decision variables of consumer attached important in terms of operational types. The paper use Logistic Regression Function to identify store’s selection relationship of population and society variables by drug-store in terms of operational types. The paper by the empirical results offers some strategic implications that traditional drug-store is to position community-drug-store, chain-drug-store is to position professional and beauty-shop is to position one-stop shopping .Hence, drug-store will enhance to specialize services in terms of operational types.

並列關鍵字

Drug-Store ； Consumer ； Purchase Decision

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