摘 要 本研究主旨是探討醫師對開立乳癌藥物的處方行為。為達成本研究各項目的,本研究透過結構式問卷蒐集研究資料,接著以服務於醫療院所(醫學中心、區域醫院、地區醫院)的醫師為問卷發放對象,採用便利抽樣法。經由問卷發放與回收後,總共發放170份問卷,剔除7份無效問卷,總共獲得153份有效問卷。另一方面,針對有效問卷,本研究採用SPSS 17.0統計軟體進行敘述性統計分析、信度分析、相關分析與迴歸分析。最後,本研究發現如下所示: 1. 醫師開立某一乳癌藥物的「處方行為態度」對開立「處方行為意圖」有顯著正向影響。 2. 醫師開立某一乳癌藥物的「處方行為主觀規範」對開立「處方行為意圖」有顯著正向影響。 3. 醫師開立某一乳癌藥物的「知覺處方行為控制」對開立「處方行為意圖」有顯著正向影響。 4. 「醫院採購制度」對醫師開立某一乳癌藥物的「處方行為意圖」有顯著正向影響。 5. 「藥商藥品行銷」對醫師開立某一乳癌藥物的「處方行為意圖」有顯著正向影響。 6. 醫師開立某一乳癌藥物的「處方行為意圖」對開立「處方行為」有顯著正向影響。 關鍵字:理性行為理論、計劃行為理論、醫師處方行為、乳癌藥物
Abstract The aim of this study was to investigate the influence of physician prescription behavior on the breast cancer drug. This study applied hand-write questionnaires to collect data, and physicians in hospital were selected by convenience sampling. A total of 170 questionnaires were distributed, 160 questionnaires were returned, and 153 questionnaires were valid. Moreover, data was analyzed by descriptive statistics analysis, reliability analysis, correlation analysis and regression analysis. Finally, the findings of this study were as following: 1. Attitude has positive influence on the behavioral intention. 2. Subjective norm has positive influence on the behavioral intention. 3. Perceived behavioral control has positive influence on the behavioral intention. 4. Medical procurement system has positive influence on the behavioral intention. 5. Prescription drug marketing has positive influence on the behavioral intention. 6. Behavioral intention has positive influence on the physician prescription behavior. Key words: Theory of Reasoned Action (TRA), Theory of Planned Behavior (TPB), Physician Prescription Behavior, Breast Cancer Drug