近年來醫療服務業的蓬勃發展，如何讓醫護人員使用這家醫療用品公司的產品，增加再購意願，是行銷策略上的一大重點，也是本研究要探討的議題。
本研究的目的包括：
一、探討醫護人員對醫療用品公司的信任與再購意願的關係；
二、探討醫護人員對業務代表的信任與再購意願的關係；
三、探討醫護人員對產品品質的知覺與再購意願的關係；
四、探討醫護人員對產品價格的接受度與再購意願的關係；及
五、探討醫護人員參與產品簡報的成效與再購意願的關係。
本研究以整形外科及外科醫生，還有傷口、造口專科護理師為抽樣對象，而研究的主要變項為：（一）對醫療用品公司的信任；（二）對業務代表的信任；（三）對產品品質的知覺；（四）對產品價格的接受度；（五）參與產品簡報的成效等對再購意願間相互的影響。本研究採用問卷調查去蒐集資料，以立意採樣法進行抽樣，取得 227份有效問卷，再依調查所獲得的資料進行統計分析，其方法包括：敘述性統計分析、信度分析、相關分析、迴歸分析，主要研究發現歸納成下列幾點：
一、醫護人員對醫療用品公司的信任對再購意願有顯著影響。
二、醫護人員對業務代表的信任對再購意願並無顯著影響。
三、醫護人員對醫療產品品質知覺對再購意願有顯著影響。
四、醫護人員對醫療產品價格接受度對再購意願有影響。
五、醫護人員參與醫療產品簡報的成效對再購意願有顯著影響。

This study explores the issue regarding how to increase the repurchasing intention of the medical-nursing personnel for the medical supplies of the company. In view of the recent booming growth of medical service, it is an important consideration in the marketing strategy.
The major purposes of this study are to explore:
1.The relationship between the trust of the medical supply  company andthe repurchasing intention;
2.The relationship between the trust of the business representative and the repurchasing intention;
3.The relationship between the perception of the product quality and the repurchasing intention;
4.The relationship between the acceptability of the product price and the repurchasing intention; and
5.The relationship between the outcome of product presentation and the repurchasing intention.
The survey subjects were plastic surgeons, surgeons, and nurse specialists for wound, ostomy. The survey items were: （1）the trust of the medical supply company;（2） the trust of the business representative;（3）the perception of the product quality;（4）the acceptability of the product price; and（5）the outcome of product presentation. The study investigated the influences of the above items on the repurchasing intention. The data collection was conducted via questionnaires, using the purpose sampling method. There were 227 valid questionnaires and the methods of analysis included descriptive statistics analysis, reliability analysis, correlation analysis, and regression analysis.
The main conclusions can be summarized as follows:
1.Medical-nursing personnel’s trust of the medical supply company will influence the repurchasing intention.
2.Medical-nursing personnel’s trust of the business representative has no influence on the repurchasing intention.
3.Medical-nursing personnel’s perception of the product quality will influence the repurchasing intention.
4.Medical-nursing personnel’s acceptability of the product price will influence the repurchasing intention.
5.Medical-nursing personnel’s outcome of product presentation will influence the repurchasing intention.

目錄
目錄----------------------------------------Ⅰ
表次----------------------------------------Ⅲ
圖次----------------------------------------Ⅳ
第一章 緒論------------------------------------1
第一節 研究背景與動機--------------------------1
第二節 研究目的------------------------------- 5
第三節 研究對象與範圍--------------------------6
第四節 研究流程------------------------------- 6
第二章 文獻探討--------------------------------8
第一節 組織採購------------------------------- 8
第二節 再購意願的意涵與重要性---------------- 11
第三節 再購意願因素的探討-------------------- 14
第四節 產業特性------------------------------ 31
第三章 研究設計-------------------------------33
第一節 研究架構------------------------------ 33
第二節 變項之定義與衡量---------------------- 34
第三節 研究假設------------------------------ 36
第四節 問卷設計------------------------------ 37
第五節 抽樣方法------------------------------ 38
第六節 問卷回收------------------------------ 39
第七節 資料分析方法-------------------------- 39
第四章 資料分析-------------------------------41
第一節 敘述性統計分析------------------------ 41
第二節 信度分析------------------------------ 49
第三節 各變項與再購意願之相關分析------------ 50
第四節 各變項與再購意願之迴歸分析------------ 53
第五節 結果與討論---------------------------- 59
第五章 結論與建議-----------------------------64
第一節 結論---------------------------------- 65
第二節 研究限制------------------------------ 66
第三節 建議---------------------------------- 67
第四節 管理意涵------------------------------ 69
參考文獻------------------------------------- 72
附錄：研究問卷------------------------------- 80
表 次
表4-1-1 樣本之資料分析----------------------------43
表4-1-2 對醫療用品公司的信任之敘述統計------------44
表4-1-3 對業務代表的信任之敘述統計----------------45
表4-1-4 對產品品質的知覺之敘述統計----------------46
表4-1-5 對產品價格的接受度之敘述統計--------------47
表4-1-6 參與產品簡介的成效之敘述統計--------------48
表4-1-7 再購意願之敘述統計------------------------49
表4-2-1 信度分析表--------------------------------50
表4-3-1 相關係數的強度大小與意義------------------51
表4-3-2 各變項之相關係數--------------------------52
表4-4-1 各變項之迴歸分析--------------------------58
表4-4-2 共線性診斷統計量表------------------------58
表4-6-1 假設驗證的結果----------------------------59
圖 次
圖1-5 研究流程-------------------------------------7
圖2-1 有效銷售步驟--------------------------------30
圖3-1 研究架構------------------------------------33

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