業務人員倫理爭議行為之研究 - 以台灣西藥產業為例

Ethically Questionable Behaviors In Sales Representatives - An Example From Taiwan Pharmaceutical Industry

陳素卿(Su-Ching CHEN)

指導教授 ： 方文昌

國立臺北大學/商學院/企業管理學系碩士在職專班/碩士(2014年)

摘要

藥品與其他商品不同，病人作為消費者並沒有足夠知識或自由可以選擇藥品。尤其是當病人需要特定商品才能維繫生命之時。所以，製藥產業是一種很獨特的產業，即使對於製藥公司將行為置外於倫理道德規範之事時有耳聞，一般大眾對於製藥公司在激烈的競爭中可能被迫作出不符合社會倫理規範預期的行為，也能理解為是為了增進大眾健康及生活品質。
醫藥市場的業務高度仰賴人員銷售。在藥界，這些銷售人員被稱為醫藥代表，他們通常學歷都很高，是一種高度專業化和高度自主性的工作。他們通常運用多種醫藥行銷的技巧來達成任務，這也表示他們跟醫療相關人員的關係建立在各種優惠或是藥品相關資料提供的行為上。
日常工作中，他們經常面對一些可能影響到市場競爭力的自發性決策，但在劇烈競爭的環境下，他們可能會做出倫理爭議的行為來增加自己的競爭力並維護顧客關係。 台灣的製藥產業努力推行倫理行銷規範(COP)以減少倫理爭議行為，爭取大眾的信賴，業務經理人也必須充分了解如何影響醫藥代表的行為決策，將銷售行為導向倫理的規範之內。
本研究透過國內外學術著作文獻探討，歸納出三項企業管理與業務代表倫理行為選擇決策相關的情境變數：意識形態(贏或輸)、報酬結構的獎金比例(高或低)、行為控制系統(嚴或鬆)。利用實驗設計之8組情境問卷，隨機請醫藥代表閱讀後自行勾選倫理爭議行為選項。總共回收樣本254份，並以變異數分析檢定本研究之假說。
研究結果發現，贏意識形態之業務代表比輸意識形態者顯著選擇倫理爭議行為；然而行為控制系統嚴或鬆對倫理爭議行為沒有顯著影響，而獎金比例高之業務人員傾向選擇選擇倫理爭議行為，盡管檢定未達顯著水準，進一步分析發現，儘管在高度倫理行銷規範認知下，加上行為控制系統的管理，其實無法有效的影響或管理業務代表的倫理爭議行為，研究顯示只有在贏的意識形態、獎金比例的設定，才能顯著影響業務人員之倫理爭議行為選擇。研究結果對於促進遵守台灣的倫理行銷規範(COP)有幫助。

關鍵字

行為控制 ； 意識形態 ； 行銷規範

並列摘要

Drugs are not like other consumer goods, patients as consumer do not have the knowledge or at liberty to choose for themselves. Especially, when a patient is suffered from a specific disease, prolong his life may rely on some specific drugs. Pharmaceuticals are unique industry. Sometimes, they are forced to behave ethically questionable in the very competitive market; however, people still believe the aim of the unethical behavior is to improve the public’s health and their life quality.
Personal selling is the most important way of drug promotion in the pharmaceutical market. The sales person of the pharmaceutical company usually called “medical representative”. The medical representatives are usually very professional, highly educated, well experienced and independent. They are the focal resource for applying most of the techniques of pharmaceutical marketing. This means that relationship between prescribers and medical representatives is supported by various gifts and materials
They usually face some controversial situations on their daily work, that they are force to make immediate decisions. And, because of the highly competitive market, some medical representatives may behave unethically to improve competitiveness and relationship with clients. To foster ethical behavior, Taiwan pharmaceutical industry is keen to promote the “Code of marketing Practice” to reduce ethically questionable behavior and earn the trust from the publics. Sales management must understand the situational influences on ethical decision making under the perception of ethical norm.
Based on scientific literatures review, this study summarizes 3 experimental situational variables: frame (positive or negative), incentive ratio (high or low), activity control (strict or loose), and their influence on the ethical behaviors, using 2*2*2 subjects design. Questionnaires were randomized and sent to medical representatives and finally recruited 254 samples for logistic regression analysis.
The study findings suggest that medical representatives in a positive frame, comparing with those in a negative frame, are more likely to be affected by heuristic biases and choose an ethically questionable option. Strict or loose, activity control itself cannot influent the behavior choice at all. Although the study do not find a strong relationship between choosing ethically questionable behaviors and the higher incentive ratio, a further analysis finds that despite the high perception of ethical norm and activity control, only when the medical representatives are in a positive frame, the setting of incentive ratio will significantly influent the choice of ethically questionable behavior. The results may benefit sales managements to improve the practices of “Code of marketing Practice” in Taiwan.

並列關鍵字

Activity Control ； Ethical Norm ； Frame

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