Exploring The Relationships among Medicine Advertising、Patient Benefits、Doctor Benefits and Doctor Purchase Intention- An Example of S Medicine

[[abstract]]由於醫療環境經營日益困難，因此醫學美容產業近年來發展迅速，除了一直存在的整形美容手術與皮膚照護外，近幾年新增一新型態的醫學美容療法-微整型。也由於自產業界到提供醫療服務的醫院或診所紛紛進入競食大餅，也造成大家使出渾身解數爭取病患到醫院或診所進行醫學美容療程。以產業界的立場看，為能與醫療院所達成合約採購藥品，從最基本的價格優惠到售後服務與協助診所推廣業績，眾家廠商無不卯足全勁。此時乃衍生一具爭議性的議題：「藥品廣告」。 因此本研究探討現實環境中，均以藥品廣告為出發點，一方面探討病患在接受藥品廣告後是否會增加其利益，且該利益是否會影響醫師代購意圖？另一方面則是企圖站在醫師的立場，了解藥品廣告是否會增加醫師的利益，進而影響醫師的購買意圖。 本研究採用問卷調查法，以自編兩份問卷調查表，一以顧客知覺價值為理論基礎，發展探討病患利益之問卷；二以關係利益為理論基礎，發展探討醫師利益問卷題項。綜合以上兩份問卷作為研究工具。本研究之母群體為居住於台北市、台中市、高雄市的微整型門診病患，以便利抽樣方式進行調查，各發出病患310份問卷，有效問卷301份，病患問卷回收率為97 09%，發出醫師130份問卷，有效問卷119份，醫師問卷回收率91 53%。所得資料以SPSS17 0統計軟體進行描述性統計、信效度分析、變異數分析、Pearson 相關分析與迴歸/複迴歸分析等統計資料，進行資料處理分析。歸納本研究結果如下： 1 藥品廣告與病患利益顯著相關，同時病患利益與醫師代購意圖也存在顯著相關。 2 藥品廣告與醫師利益所含的三種利益，與信心利益不相關，而與社交利益及特殊對待利益是負相關。然而，醫師利益與醫師購買意圖存在顯著相關。 3 組別「病患注射次數」多寡，組內存在顯著差異。 4 醫師注射年資以及醫師年齡均對某一部份的關係利益在組間存在顯著差異。[[abstract]]Dramatic breakthroughs have been reported in the field of medical cosmetology due to the increase of difficulty in its management In the past few years a new type of procedure generally termed as micro-cosmetic surgery has been added as a separate category besides the conventional plastic surgery and skin care Members in the industry from state-run hospitals to private clinics have been competing for potential clients Suppliers in this circle are doing their best to successfully secure contracts with medical organizations Discounts in price customer service and assistance in product promotion are among the efforts most commonly seen and the controversial issue of medicine advertisement has thus risen from such competition Two aspects in the effect of medicine advertisement are addressed in this study On the one hand this study explores whether the benefit of patients is increased if they are swayed by the advertisement and whether such benefit influences surrogate-mediated shopper intention On the other hand this study also examines the effect of medicine advertisement on the doctor benefits as well as on the doctor purchase intention Two sets of questionnaire were used One investigated patient benefits with a theoretical foundation on customer delivered value and the other explored the doctor benefits based on the relationship benefit The participants were outpatients living in Taipei City Taichung City and Kaohsiung City Convenience sampling was conducted Three hundred and ten questionnaires were distributed to the patients with 301 effective questionnaires recovered (a recovery rate of 97 09%); 130 questionnaires were distributed to the doctors with 119 effective questionnaires recovered (a recovery rate of 91 53%) Data and information were then analyzed using SPSS17 0 for descriptive analysis reliability and validity analyses factor analysis analysis of variance (ANOVA) Pearson correlation analysis regression and multiple regression analyses The results show a significant correlation between medicine advertisement and patient benefits as well as between patient benefits and surrogate-mediated shopper intention Medicine advertisement does not correlate with one of the doctor benefits (the confidence benefit) but has negative correlations with the other two (the social benefit and the special treatment benefit) An internal difference is shown to exist in the group of “number of injections ” Moreover an intergroup significant difference was observed both between the seniority of doctor injection and the special treatment benefit and between the age of the doctor and the confidence benefit as wel