探討關係品質對選用意圖與採用行為之影響－以特殊醫療器材為例

The Influence of Basic Relationship Quality on Substitution Expectations and Adoption Behavior-Take Special Medical Equipment as an Example

10.3966/181666012020101602003

吳錦錩(Ching-Chang Wu)；陳韋勳(Wei-Hsun Chen)

關係品質 ； 特殊醫療器材 ； 計畫行為理論 ； relationship quality ； selection intention ； adoption behavior

行銷科學學報

16卷2期（2020 / 10 / 01）

157 - 169

繁體中文

特殊醫療器材受法規高度管制、主要市場封閉、產品特性等制約，行銷方式必然異於一般醫療器材產品同時也相對困難，據此本研究目的在探討：（1）關係品質如何提升特殊醫療器材的行銷效益；（2）求取影響特殊醫療器材的選用意圖及採用行為之關鍵因素，據以發展差異化行銷策略。本研究透過實體問卷發放形式，以醫學中心、區域醫院、教學醫院等大型醫院，參與心導管手術之心臟內科醫師為填答問卷受訪者，預計發放150份問卷，收回有效問卷136份（回收率90.6%）。根據研究實證分析後，產品及服務本身「誠信」、「承諾」、「滿意度」也正向影響選用意圖及採用行為，關係品質越高，選用意圖及採用行為相對越高，因此建議品牌商應增強雙方關係品質，取得關鍵顧客信任。

Special medical devices are subject to high regulations, closed main markets, product characteristics, etc. The marketing method is bound to be different from general medical device products, and it is also relatively difficult. Based on this, the purpose of this research is to explore (1) how to improve the marketing of special medical devices and (2) finding the key factors that influence the selection intention and adoption behavior of special medical equipment, and develop differentiated marketing strategies accordingly. In this study, cardiologists involved in cardiac catheterization operations in large hospitals such as medical centers, regional hospitals, and teaching hospitals were used as respondents to complete the questionnaire. 136 valid questionnaires are returned (recall Rate 90.6%). According to the empirical analysis of the research, the trust, commitment, and satisfaction of products and services also positively affect the selection intention and adoption behavior. The higher the relationship quality, the higher the selection intention and adoption behavior. Therefore, it is recommended that brand owners the relationship quality between the two parties should be enhanced to gain the trust of key customers.

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