以商展社會支持策略觀點──探討原料藥供應商對生技製藥廠社會資本與忠誠度之關聯性研究

The Trade Show’s Social Support Perspective - Examining the Relationship Between Social Capital and Loaylty Based on Biotechnology Pharmaceutial Manufacturers and Raw Material Suppliers

為了用藥安全，製藥法規以及環境更加嚴謹，相對的，生技製藥產業必須投入更 多的成本，國內市場需求已無法再滿足其需求，出口是勢在必行的，透過商展行銷， 為一個重要的選擇。過去相關文獻對商展中重視顧客關係建立有助於提升購買意願及 忠誠度，但是探討生技製藥廠於商展的社會支持、原料藥供應商的社會資本認知及忠 誠行為之間的互動關係卻缺乏關注。因此，本研究為了補足上述研究缺口探討生技製 藥廠對原料藥供應商忠誠度之影響因素，以社會支持、社會資本與忠誠度等理論為基 礎，提出模型架構。 本研究資料的蒐集採問卷調查方式進行，以世界製藥上海原料展及台灣生技展的 原料藥供應商為主要研究對象，有效樣本數為 170 份，使用線性結構方程式來檢驗研 究假說。最後，本研究結果發現：（一）生技製藥廠商展的社會支持（社交性、工具性 及資訊性）對商展的社會互動關係存在正向影響|（二）商展的社會互動關係對信任及 共享價值亦存在正向影響，並具有中介效果|（三）商展的信任與共享價值對忠誠度存 在正向影響。

In order to improving drug safety, the government has restrained the drug regulation and environment severely, it therefore leads a cost increase for the biotechnology pharmaceutical manufacturers. Since the domestic drug demand could not meet the biotechnology pharmaceutical manufacturers' expectation, these manufacturers intent to expand overseas markets. The trade shows seem good choice to contact the potential foreign customers. Previous studies indicate that customer relationship management is helpful for purchase intention and loyalty. However, seldom studies have focused on how biotechnology pharmaceutical manufacturers' social support could affect the raw material suppliers' social capital and loyalty behavior under the trade show context. To examine the research gap, this study established a research model based on the theories of social support and social capital to explore the loyalty relationship between biotechnology pharmaceutical manufacturers and raw material suppliers. To collect research data, the researchers of this study delivered questionnaires to raw material suppliers that participated the trade shows of CPHI Shanghai and Bio Taiwan. The researchers collected 170 valid samples and then used SEM to verify the hypotheses. Finally, the main findings of this research were summarized as follows: (1) The biotechnology pharmaceutical manufacturers' social support (socializing, instrumental, and informational supports) had positive effect on social interaction relationship. (2) The social interaction relationship had positive effects on trust and shared value, besides these relationships also showed mediating effect. (3) Trust and shared value had positive effects on raw material suppliers' loyalty.