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系統識別號 U0002-1806200702580000
中文論文名稱 醫師對藥廠公關贊助態度與關係品質之研究
英文論文名稱 A Study of Physicians Attitude toward Relationship and Sponsorship Behavior on Pharmacy
校院名稱 淡江大學
系所名稱(中) 企業管理學系碩士在職專班
系所名稱(英) Department of Business Administration
學年度 95
學期 2
出版年 96
研究生中文姓名 盧美娟
研究生英文姓名 Mei-Chuan Lu
學號 794450097
學位類別 碩士
語文別 中文
口試日期 2007-06-04
論文頁數 70頁
口試委員 指導教授-李月華
委員-李月華
委員-藍俊雄
委員-曾義明
中文關鍵字 關係品質  公關贊助  西藥業 
英文關鍵字 Quality of Relation  The Sponsorship of public relation  Pharmacy 
學科別分類 學科別社會科學管理學
中文摘要 近年來,台灣的外資藥廠採取公關贊助的形式,提昇公司在台灣的知名度與企業形象。另一方面透過公關贊助活動,和公司產品或服務銷售結合在一起,增加醫師對企業的好感,同時也是關係品質維護與延伸的另一策略。
本研究以藥業為例,公關贊助活動對於關係品質的提升是否有加成作用?以及個人對公關參與態度是否為公關效益成敗的主因?基於上述因素,本研究期望以醫師之觀點探討藥廠公關贊助與關係品質之間的關聯性影響。冀能將研究結果提供給業界,以利日後參考。
本研究採取問卷調查方式,經由訪員實地拜訪醫師,總共收回有效問卷282份,有效樣本回收率為70.5%。結果顯示醫師對藥廠公關贊助態度相對於關係品質的影響程度,會因藥廠不同而有不同的結果;且公關活動參與意向高的醫師,會比參與意向低的醫師,較易受到藥廠公關贊助影響到與藥廠的關係品質。除此之外,相同的公關贊助活動會讓區域醫院的醫師有較深的印象且較能提昇對該藥廠的關係品質。醫藥代表透過不同的拜訪頻率,傳遞藥品資訊及專業服務,亦會影響醫師與藥廠的關係品質;這些與醫師長期互動所建立的關係,會直接影響到醫師對該藥廠的公關贊助活動的態度,進而使醫師認同該藥廠的公關活動價值,且對關係品質有更進一步的提昇。
英文摘要 In recent year, most of the foreign pharmaceutical companies in Taiwan try to raise their reputation and the image through the sponsorships of PR activity, also in strategic aspect, would extend the quality of relation with physicians.
This study in a survey of physicians’ view to investigate whether the quality of relation between physicians and pharmaceutical company can be enhanced through PR sponsorship, or depend on the physicians’ intention of participation. Furthermore, the result of this study may be provided as the experience to other related industry in the future.
This study based on questionnaire survey and 282 samples were valid. The valid response ratio was 70.5%. According to the analysis, the major results are obtained: (1) The attitude and intention of Doctor’s participation on PR activity sponsored by pharmaceutical company depend on the sponsor. (2)The doctors who have higher intention of participation on PR activity, resulted easier influenced on quality of relation. (3) Compare to others, the regional hospital physicians have deeper impression on PR activity and would affect to further quality of relation. (4)The medical representatives deliver the product information and good service through frequently visit will enhance the relationship of quality. (5)Long term interaction with doctors will elevate the value of PR activity and make it more successful within further improvement of relationship of quality.
論文目次 目 錄

目 錄 I
表目錄 II
圖目錄 III

第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究流程 3
第貳章 文獻探討 6
第一節 公共企業關係 6
第二節 關係品質 9
第三節 意向與態度 16
第四節 產業特性 20
第參章 研究方法 23
第一節 研究架構與研究假說 23
第二節 各變數之操作性定義及衡量問項 25
第三節 研究設計 30
第四節 資料分析方法 33
第肆章 資料分析 34
第一節 問卷信度與效度 34
第二節 母體基本資料與描述性統計分析 35
第三節 各研究變數之相關分析 42
第四節 各變數對關係品質之廻歸分析 45
第五節 單因子變異數分析 51
第伍章 結論及建議 57
第一節 研究結論 57
第二節 研究限制 58
第三節 未來研究方向與建議 59
參考文獻 63

表目錄
表2-1-1 企業贊助定義之整理 7
表2-2-1 關係品質定義與構面彙整 9
表2-2-2 信任的定義之彙整 10
表2-2-3 關係承諾定義之彙整 12
表2-2-4 顧客滿意的定義彙整 13
表2-3-1意向定義之彙整 15
表2-4-1企業形象定義之彙整 20
表3-2-1關係品質構面各變數之操作性定義 24
表3-2-2關係品質之衡量題項 25
表3-2-3個人公關參與意向之衡量題項 27
表3-2-4對藥廠公關的贊助態度之衡量題項 27
表3-2-5整體形象構面各變數之操作性定義 28
表3-2-6整體形象之衡量題項 28
表3-3-1 2005年台灣地區藥品銷售通路分析 29
表3-3-2 2005年2005年醫院專科醫師專任人數統計 30
表3-3-3各等級醫院之醫師樣本配額表 30
表3-3-4本研究之問卷設計 31
表4-1-1 本研究之研究變項的信度值 33
表4-2-1 樣本結構分析 35
表4-2-2 研究變數之描述性統計分析 37
表4-3-1 B組問卷中各變數之PEARSON相關係數矩陣 42
表4-3-2 N組問卷中各變數之PEARSON相關係數矩陣 43
表4-4-1公關參與意向與對藥廠公關贊助態度對關係品質之檢定 46
表4-4-2各變數對關係品質構面之廻歸分析(B) 47
表4-4-3各變數對關係品質構面之廻歸分析(N) 49
表4-5-1 人口統計對各變數之變異數分析 51
表5-1-1假說檢定結果彙整表 56

圖目錄
圖:1-1研究流程 5
圖:2-3-1計畫行為理論 16
圖:2-3-2消費者態度之構成模式 17
圖:3-1研究架構 22
圖:4-1直線廻歸模型假說 45
圖:4-2 FF檢定 47

附錄
附錄一 問卷 59
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