近年來醫療服務業的蓬勃發展，如何讓醫護人員使用這家醫療用品公司的產品，增加再購意願，是行銷策略上的一大重點，也是本研究要探討的議題。 本研究的目的包括： 一、探討醫護人員對醫療用品公司的信任與再購意願的關係； 二、探討醫護人員對業務代表的信任與再購意願的關係； 三、探討醫護人員對產品品質的知覺與再購意願的關係； 四、探討醫護人員對產品價格的接受度與再購意願的關係；及 五、探討醫護人員參與產品簡報的成效與再購意願的關係。 本研究以整形外科及外科醫生，還有傷口、造口專科護理師為抽樣對象，而研究的主要變項為：（一）對醫療用品公司的信任；（二）對業務代表的信任；（三）對產品品質的知覺；（四）對產品價格的接受度；（五）參與產品簡報的成效等對再購意願間相互的影響。本研究採用問卷調查去蒐集資料，以立意採樣法進行抽樣，取得 227份有效問卷，再依調查所獲得的資料進行統計分析，其方法包括：敘述性統計分析、信度分析、相關分析、迴歸分析，主要研究發現歸納成下列幾點： 一、醫護人員對醫療用品公司的信任對再購意願有顯著影響。 二、醫護人員對業務代表的信任對再購意願並無顯著影響。 三、醫護人員對醫療產品品質知覺對再購意願有顯著影響。 四、醫護人員對醫療產品價格接受度對再購意願有影響。 五、醫護人員參與醫療產品簡報的成效對再購意願有顯著影響。 This study explores the issue regarding how to increase the repurchasing intention of the medical-nursing personnel for the medical supplies of the company. In view of the recent booming growth of medical service, it is an important consideration in the marketing strategy. The major purposes of this study are to explore: 1.The relationship between the trust of the medical supply company andthe repurchasing intention; 2.The relationship between the trust of the business representative and the repurchasing intention; 3.The relationship between the perception of the product quality and the repurchasing intention; 4.The relationship between the acceptability of the product price and the repurchasing intention; and 5.The relationship between the outcome of product presentation and the repurchasing intention. The survey subjects were plastic surgeons, surgeons, and nurse specialists for wound, ostomy. The survey items were: （1）the trust of the medical supply company;（2） the trust of the business representative;（3）the perception of the product quality;（4）the acceptability of the product price; and（5）the outcome of product presentation. The study investigated the influences of the above items on the repurchasing intention. The data collection was conducted via questionnaires, using the purpose sampling method. There were 227 valid questionnaires and the methods of analysis included descriptive statistics analysis, reliability analysis, correlation analysis, and regression analysis. The main conclusions can be summarized as follows: 1.Medical-nursing personnel’s trust of the medical supply company will influence the repurchasing intention. 2.Medical-nursing personnel’s trust of the business representative has no influence on the repurchasing intention. 3.Medical-nursing personnel’s perception of the product quality will influence the repurchasing intention. 4.Medical-nursing personnel’s acceptability of the product price will influence the repurchasing intention. 5.Medical-nursing personnel’s outcome of product presentation will influence the repurchasing intention.
