醫療器材消費者購買決策要素研究

The Study on Consumer’s Purchasing Decision Factor of Medical Instruments

陳崇文(Chung-Wen Chen)

指導教授 ： 賴志松 ； 黃淑琴

朝陽科技大學/管理學院/企業管理系/碩士(2009年)

摘要

摘要
在人類生命成長與衰老的過程中和醫療有極為密切的關係，在醫療過程中，無論在疾病診斷或治療上醫療器材均扮演重要角色。隨著科技高度發展，醫療器材之種類、功能、效能日益精密複雜，使用率也愈加頻繁。
本研究旨在探討消費者對醫療器材之選購決策，經由相關文獻探討，以消費者行為中的Engel – Kollat - Blackwell Model，提出消費者購買決策三大構面（產品訊息、顧客價值與溝通媒介），透過專家討論，建立消費者醫療器材購買決策衡量構面及層級架構。之後製作AHP層級分析問卷，以對消費者有整體性了解之醫療器材行及醫療器材相關之連鎖通路商為問卷發放對象，問卷回收後運用層級分析法(AHP)進行量化分析。
研究結果發現，消費者之醫療器材購買決策中，第一層要素中權重最重者為產品訊息，其次依序為顧客價值與溝通媒介。「產品訊息」評估要素相對權重分析結果，外在訊息最高之前4項，依重要性排序分別為製造國家、品牌、價格、規格，內在訊息則為準確、穩定；「顧客價值」前4項依序為耐用性、服務、便利性、產品組合；「溝通媒介」部份，行銷業務人員之態度比知識重要。
依據本文研究結果可知，在各階層中消費者最重視的要素不論是製造國家、品牌、準確、穩定、耐用性，均與產品之品質保證有相當程度關係；推究其原因，可能是醫療器材屬於高度專業產品，故而消費者之購買決策要素偏重於此類因素。

關鍵字

消費者行為 ； 醫療器材 ； 層級分析法

並列摘要

Medical care is closely related to the process of human growth and ageing. During the process of medical services, the diagnosis of illnesses or the medical devices for treatments all play crucial roles. Due to the rapid development of technology, the varieties, functions, and the efficiency of medical devices became more and more precise and complex, not to mention the increased utility rate.
This research aimed to investigate consumers’ purchasing decision on medical devices. After a review of related literature, three major dimensions of consumers’ purchasing decision (product information, customer value, and communication media), based on the Engel-Kollat-Blackwell Model of consumer behavior, were proposed. After discussions with experts, the measuring dimensions and the hierarchy structure of consumers’ purchasing decision for medical devices were developed. An Analytic Hierarchy Process (AHP) questionnaire was designed and distributed to medical device companies and to related chain distributors that have a thorough understanding of the consumers. The collected questionnaires were then analyzed quantitatively using AHP.
The findings indicated that in the first level of the hierarchy structure of consumers’ purchasing decision on medical devices, product information had the highest weight, followed by customer value, and communication media. In the results of the relative weight analysis, for the factor “product information”, the priorities for exterior information were ranked in the order: manufactured nation, brand, price, and specifications. As for the interior information, precision ranked first, followed by stability. Regarding “customer value”, the priorities were ranked in the order: durability, service, convenience, and product mix. For “communication media”, the attitude of marketing and sales personnel was more important than knowledge.
According to the results of this research, in the levels of the hierarchy structure, whether the most weighted factors were manufactured nation, brand, precision, stability, or durability, they were all considerably related to the quality assurance of the products. This could be because medical devices are highly professionalized products, which results in the tendency of consideration of this type of factor in consumers’ purchasing decision on medical devices.

並列關鍵字

AHP ； Medical Devices ； Consumer Behavior

參考文獻

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