藥商主要行銷對象是醫師，因為醫師不是藥品最終消費者，卻是最終使用的決策者。醫藥產業的發展影響整體社會的福祉，而在關係行銷文獻中，鮮少有研究探討關係連結對醫師處方意願的影響。本研究首先探討藥商三種關係連結(財務、社會、結構)對醫師處方意願的影響。其次，釐清關係品質(信任、滿意、承諾)與藥品分類(原廠藥、學名藥)在關係連結與醫師藥品處方意願之間，各自扮演的角色，以純化二個主要研究變數間的關係。以結構式問卷針對全省醫院與開業醫師，進行配額抽樣調查。研究結果分析顯示，藥商之三種關係連結對醫師處方意願皆有顯著正向的影響；關係品質在二者間存在部分中介效果；而在原廠藥品條件下的關係連結與醫師處方行為意願間的關係強度，會顯著高於學名藥品；本研究之假說皆獲得支持。最後，根據研究結果探討理論與實務意涵。
The main marketing target of pharmacies is physicians, because physicians are not the ultimate consumers of drugs, but the ultimate decision-makers. The development of the pharmaceutical industry affects the well-being of society as a whole, and in the literature of relationship marketing, few studies have explored the effect of relationship bonds on physicians' intention to prescribe. This study first explores the impact of the three relationships bonds (financial, social, and structural) of the drug dealer on the physician's intention to prescribe. Secondly, clarify the relationship between relationship quality (trust, satisfaction, commitment) and drug classification (original drug, generic drug) between the relationship bonds and the physician's intention to prescribe drugs, in order to purify the relationship between the two main research variables. A structured questionnaire was conducted to conduct a sample survey of quotas for physicians who working hospitals and general practitioners (GP) across the province. The analysis of the research results shows that the three relationship bonds of the pharmacy have a significant positive impact on the doctor's prescription intention, the relationship quality has a partial intermediary effect between the two, and the relationship bonds between the original drug conditions and the doctor's prescription behavior intention the strength of the relationship will be significantly higher than the scientific generic drugs, the hypotheses of this study are supported. Finally, the theoretical and practical implications are discussed based on the research results.
