藥商關係連結與開業醫師採購偏好關係之研究：應用聯合分析法探討

周建亨; 郭應毅

doi:10.3966/181666012019101502003

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藥商關係連結與開業醫師採購偏好關係之研究：應用聯合分析法探討

Relationship Bonds of Medicine Dealers and Purchase Preference of General Practitioner: An Application of Conjoint Analysis Model

周建亨(Chien-Heng Chou) ；郭應毅(Ying-Yin Kuo)

行銷科學學報； 15卷2期 (2019 / 10 / 01) ， P147 - 170

繁體中文 DOI： 10.3966/181666012019101502003

關係連結；財務性連結；社會性連結；結構性連結；聯合分析法； relationship bonds ； financial bonds ； social bonds ； structural bonds ； conjoint analysis

Abstract │ Reference (49) │ Altmetrics

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Physicians play the intermediary role between the drug dealer and the patient. In the existing literature, research on relationship bonds and consumer product preferences rarely takes the pharmaceutical market as a research activity. In the pharmaceutical industry, patients are end users, but the decision makers for clinic drug purchases are physicians, which is different from the situation in the general consumer goods market. This study firstly conducted in-depth interviews with relevant experts to explore the measurement bonds of three kinds of relationship between drug dealers and clinic practitioners; using drug classification as control variables, and then using joint analysis method to explore three kinds of relationship bonds and clinic opening in the pharmaceutical industry. The influence of physicians' drug purchasing preferences. The results showed that the three relationship bonds of the drug dealers had a significant impact on the drug purchasing preferences of the clinic practitioners, and the drug classification also had an impact. The three types of bonds are most strongly influenced by financial bonds, followed by structural bonds and social connections. Finally, practical advice is given to the marketing mix of drug dealers in the clinic opening market.

Reference ( 49 ) 〈TOP〉

(2017).OECD Health Data (2017)..
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Ajzen, I.(1991).The theory of planned behavior.Organizational Behavior and Human Decision Processes,50(2),179-211.
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Bateman, I. J.,Carson, R.T.(2002).Economic Valuation With Stated Preference Techniques: A Manual.Cheltenham:Edward Elgar Publishing Inc..

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