台灣人口結構「高齡化」的趨勢對醫藥產業來說將是一個龐大的商機。就醫看診的過程當中「醫療行為」便牽扯到醫師處方的開立與用藥行為，醫師處方行為是在社會宏觀環境、醫療保健制度和醫院規章制度的約束下，醫師依據各種醫療訊息並結合自身的知識水準與臨床經驗，診斷患者後作出的用藥建議或用藥決策。然而，各家藥商(廠)在相互競爭環境下，製藥公司的成功與否在於醫師對該公司的藥品使用判決或決定。本研究主要探討台灣醫療院所中醫師在醫藥代表特質(包括專業知識、 討喜度、相似度)和藥廠特質(包括藥廠行銷業務活動、企業聲譽、藥品品質、藥品價格)對中醫師處方行為的影響程度。 本研究問卷使用紙本問卷方式對台灣醫療院所中醫師進行調查，採立意抽樣，問卷調查期間自2016年2月1日起至2015年3月20日止，總計發放400份問卷，回收360份問卷，回收率90%，扣除無效問卷55份，有效問卷共計305份，有效問卷回收率84.72%，透過敘述性統計、信度分析、效度分析、及結構方程模型(Structural Equation Modeling, SEM)中之偏最小平方估計法(Partial Least Square, PLS)進行分析，其主要研究結果如下： (1) 醫藥代表的醫藥專業知識顯著正向影響中醫師處方行為。 (2) 醫藥代表的相似度顯著正向影響中醫師處方行為。 (3) 藥品品質顯著正向影響中醫師處方行為。 (4) 藥品價格顯著正向影響中醫師的處方行為。 The aging of Taiwan’s population provides huge business opportunities for the Taiwanese pharmaceutical industry. In addition, the medical practice includes prescribing behavior and it refers to the choice of drugs and prescriptions. Seemingly, pharmaceutical companies are in a competitive environment. Therefore, the physician''s judgment and the drug usage decision play an important role in a pharmaceutical company’s success. This study focuses on the impact of pharmaceutical sales representative factors (medical professional knowledge, likability, similarity) and pharmaceutical company factors (promotion, reputation, drug quality, price) on Taiwan''s medical institutions’ Traditional Chinese Physicians’ prescribing behavior. With the traditional Chinese physicians’ of Taiwan''s medical institutions as study object. The method of judgmental sampling is adopted to get the samplings for this study. Total 360 questionnaires were distributed and 305 valid questionnaires returned with 84.72% return rate. Descriptive statistics, reliability, validity and partial least square method was applied to examine the proposed research framework. After the empirical research, the major findings as follows: (1) Parmaceutical sales representatives'' medical professional knowledge has significantly positive influence on Traditional Chinese Physicians'' prescribing behavior. (2) Parmaceutical sales representatives'' similarity has significantly positive influence on Traditional Chinese Physicians'' prescribing behavior. (3) Drug quality has significantly positive influence on Traditional Chinese Physicians'' prescribing behavior. (4) Drug pricing has significantly positive influence on Traditional Chinese Physicians'' prescribing behavior.
