藥品通路零售商買方行為之研究

The Study of Pharmaceutical Retailers’ Buying Behavior

本研究將以藥品零售業者觀點切入，並以西藥代理商採購或寄賣的過程中所建立之品牌權益、藥品零售業者對於商品所知覺到的價值、買賣雙方彼此的關係品質及所承擔之風險等四項作為研究之前因變項，來討論影響藥品零售業者忠誠度之因素。藉此用以瞭解與發展西藥代理商之行銷策略。本研究以路徑分析及差異性分西等方法加以深入討論。並得到以下之結論：（1）在本研究中關係品質與知覺風險之間無顯著關係、（2）知覺風險與顧客忠誠度之間有顯著關係及（3）不同的零售業者統計變數對於品牌權益、知覺價值、關係品質、知覺風險及顧客忠誠度之間具有顯著差異。

In this study, we use a point of view from pharmaceutical retailers in the process of purchasing or consigning for sale from pharmaceutical distributor and try to explore how the brand equity, retailer’s perceived value for products, the relationship quality between seller and buyer and the perceived risk which are the antecedent factors will be used to test the influence to the loyalty of drug retailers and to realize their marketing strategy. We also used the path analysis and differential analysis to make the results are as following: (1) the relationship quality has non-significant influence to the perceived risk, (2) the perceived value has non-significant influence to the customer loyalty and (3) the statistical variables of different retailers to the brand equity, perceived value, relationship quality, perceived risk and customer loyalty have significant difference.