臺灣博碩士論文加值系統

在資訊處理理論(Information Processing Theory)的實證研究探討發現，對採購中心增加對品牌資訊敏感度的強度，會因為採購產品的重要性及複雜性呈現不同的敏感現象。本研究根據資訊處理理論以研究採購中心對醫療產品採購的重要性及複雜性、品牌資訊與成本導向對品牌敏感度的影響。研究發放 220 份問卷,針對醫療產品專業採購人員及一般消費醫療產品採購，分為專業醫療採購與消費醫療採購，共回收186 份有效問卷。專業醫療採購為99份，消費醫療採購為87份有效問卷。研究結果顯示，在專業醫療採購中，採購重要性對品牌敏感度之間有顯著的負向關係，品牌資訊對品牌敏感度有顯著的正向關係；消費醫療採購顯示，採購重要性與品牌資訊對品牌敏感度之間有顯著的正向關係，成本導向對品牌敏感度有顯著的負向關係。在兩群組間，採購的複雜性對品牌敏感度均沒有看到顯著的影響關係。研究結果將能夠供行銷人員在B2B與B2C的醫療產品品牌行銷策略上有實質的參考意義。

Building on information processing theory (IPT), an empirical study investigates the factors that drive a buying center’s level of sensitivity to brand information caused by different level of purchase importance and purchase complexity. According to information processing theory, this study investigates the factors focus on products of pharmaceuticals and medicals that drive a buying center’s level sensitivity of purchase importance, purchase complexity, brand information and cost orientation. Data collected by 220 questionnaires from two groups which included professional medical procurement and consumer medical procurement groups. There are 186 effective for return questionnaires. There are 99 questionnaires in professional medical procurement and 87 questionnaires in consumer medical procurement. The result shows that the presence of negative relationship between purchase importance and brand sensitivity, positivity relationship between brand information and brand sensitivity in professional medical procurement group. For another group consumer medical procurement, purchase importance and brand information appears significant positive relationships. The relationships between cost orientation and brand sensitivity shows significant. These results offer guidance to managers concerning when business-to-business (B2B) and business-to-customer (B2C) brand investments of medicals and pharmaceuticals are likely to offer their greatest return.

目錄
謝 詞
摘要
圖 次
表 次
第一章 緒論
第一節 研究背景
第二節 研究動機
第三節 研究目的
第二章 文獻探討
第一節 品牌敏感度
第二節 採購重要性
第三節 採購複雜性
第四節 品牌資訊
第五節 成本導向
第六節 涉入程度
第三章 研究設計
第一節 研究架構
第二節 研究假說
第三節 研究變項
第四節 研究資料蒐集
第四章 研究結果
第一節 樣本資料分析
第二節 信效度分析
第三節 假說設定結果
第五章 結論與建議
第一節 研究結論
第二節 研究討論
第三節 管理意涵
第三節 研究限制與未來建議
參考文獻
附錄一 問卷

參考文獻
一、中文參考文獻
陳中一、陳素靖、鍾傢惠（2007） 漫談醫療院所之資材採購作業，輔英醫訊，（55），9-10。
曹修源、盧瑞山、王建富（2015）網路行銷，普林斯頓出版社。
陳素珠 （2014）。消費者購買紅酒的知覺價值與購買意願之探討-以涉入程度為中介變項。高苑科技大學經營管理研究所，高雄市。
彭建彰、呂旺坤 （2011）。品牌行銷與管理，台北市：華泰出版社。
黃秀印 （2005）。台灣青少年的品牌敏感度之研究。國立彰化師範大學商業教育學系研究所，台北市。
董雅麗、戎長胜、何麗君（2009）。服務品牌敏感度對消費者選擇的影響。商業研究（8），202-204。
謝幸燕、蔡國綸 （2008）。醫師屬性與醫師對藥品品質的重視程度 澄清醫護管理雜誌，4（4），22-28。

二、英文參考文獻
Anderson, E., Chu, W., and Weitz, B. (1987). Industrial purchasing: an empirical exploration of the buyclass framework. The Journal of Marketing, 71-86.
Belonax Jr, J. J., Newell, S. J., and Plank, R. E. (2007). The role of purchase importance on buyer perceptions of the trust and expertise components of supplier and salesperson credibility in business-to-business relationships.Journal of Personal Selling & Sales Management, 27(3), 247-258.
Bloch, P. H., and Richins, M. L. (1983). A theoretical model for the study of product importance perceptions. The Journal of Marketing, 69-81.
Bonoma, T. V., and Zaltman, G. (Eds.). (2011). Organizational buying behavior. Marketing Classics Press.
Brooker, G. (1984). An assessment of an expanded measure of perceived risk. Advances in consumer research, 11(1), 439-441.
Brown, B. P., Zablah, A. R., Bellenger, D. N., and Donthu, N. (2012). What factors influence buying center brand sensitivity? Industrial Marketing Management, 41(3), 508-520.
Bunn, M. D. (1993). Taxonomy of buying decision approaches. The Journal of Marketing, 38-56.
Cannon, J. P., and Perreault Jr, W. D. (1999). Buyer-seller relationships in business markets. Journal of marketing research, 439-460.
Chaiken, S. (1980). Heuristic versus systematic information processing and the use of source versus message cues in persuasion. Journal of personality and social psychology, 39(5), 752.
Cohen, J. B. (1983). Involvement and You-1000 great ideas. Advances in consumer research, 10, 325-328.
Dawes, P. L., Dowling, G. R., and Patterson, P. (1992). Detrimants of Pre-Purchase Information Search Effort for Management Consulting Services.Journal of Business-to-Business Marketing, 1(1), 31-61.
Dawes, P. L., Dowling, G. R., and Patterson, P. (1992). Detrimants of Pre-Purchase Information Search Effort for Management Consulting Services.Journal of Business-to-Business Marketing, 1(1), 31-61.
Dean, J. W., and Sharfman, M. P. (1993). PROCEDURAL RATIONALITY IN THE STRATEGIC DECISION‐MAKING PROCESS*. Journal of management Studies, 30(4), 587-610.
Degeratu, A. M., Rangaswamy, A., and Wu, J. (2000). Consumer choice behavior in online and traditional supermarkets: The effects of brand name, price, and other search attributes. International Journal of Research in Marketing, 17(1), 55-78.
Dowling, G. R., and Staelin, R. (1994). A model of perceived risk and intended risk-handling activity. Journal of consumer research, 119-134.
Engel, J. F., and Kollat, D. B. (1982). Consumer behaviour.
Flynn, L. R., and Goldsmith, R. E. (1993). Application of the personal involvement inventory in marketing. Psychology & Marketing, 10(4), 357-366.
Foxall, G. R., and Pallister, J. G. (1998). Measuring purchase decision involvement for financial services: comparison of the Zaichkowsky and Mittal scales. International Journal of Bank Marketing, 16(5), 180-194.
Froloff, B. L., and Ben, M. H. (1995). Le rôle de l'implication dans la formation de la sensibilité aux marques et à la promotion. In 22nd International Research Seminar in Marketing.
Galbraith, J. R. (1974). Organization design: An information processing view. Interfaces, 4(3), 28-36.
Homburg, C., Klarmann, M., and Schmitt, J. (2010). Brand awareness in business markets: When is it related to firm performance? International Journal of Research in Marketing, 27(3), 201-212.
Houston, M. J., and Rothschild, M. L. (1978). Conceptual and methodological perspectives on involvement. Research frontiers in marketing: Dialogues and directions, 184(187), 262-270.
Howard, J. A., and Sheth, J. N. (1969). The theory of buyer behavior New York: Wiley.
Hoyer, W. D. (1984). An examination of consumer decision making for a common repeat purchase product. Journal of consumer research, 822-829.
Hutt, M. D., and Speh, T. W. (1989). Business marketing management: a strategic view of industrial and organizational markets, Dryden Press.
Hutton, J. G. (1997). A study of brand equity in an organizational-buying context. Journal of Product & Brand Management, 6(6), 428-439.
Johnston, W. J., and Bonoma, T. V. (1981). The buying center: structure and interaction patterns. The Journal of Marketing, 143-156.
Johnston, W. J., and Lewin, J. E. (1995). A review and integration of research on organizational buying behavior. REPORT-MARKETING SCIENCE INSTITUTE CAMBRIDGE MASSACHUSETTS, 39-40.
Kapferer, J. N., and Laurent, G. (1983). La sensibilité aux marques: un nouveau concept pour gérer les marques, Fondation Jours de France pour la recherche en publicité.
Kapferer, J. N., and Laurent, G. (1985). Consumer involvement profiles: a new and practical approach to consumer involvement. Journal of advertising research, 25(6), 48-56.
Kapferer, J. N., and Laurent, G. (1988). Consumer brand sensitivity: A key to measuring and managing brand equity. Defining, measuring and managing brand equity, 12-15.
Kotler, P., Leong, S. M., and Tan, C. T. (2004). Marketing Management-An Asian Perpective, 3th Edition, Singapore: Prentice Hall.
Kotler, P., and Pfoertsch, W. (2006). B2B brand management, Springer Science & Business Media.
Lachance, M. J., Beaudoin, P., and Robitaille, J. (2003). Adolescents’ brand sensitivity in apparel: influence of three socialization agents. International Journal of Consumer Studies, 27(1), 47-57.
Lamons, B. (2005). The case for B2B branding. Thomson South-Western, Mason, OH.
Lewin, J. E., and Bello, D. C. (1997). Marketing innovative technology to institutional buyers in educational settings. Journal of Business & Industrial Marketing, 12(1), 7-21.
Lewin, J. E., and Donthu, N. (2005). The influence of purchase situation on buying center structure and involvement: A select meta-analysis of organizational buying behavior research. Journal of Business Research, 58(10), 1381-1390.
Lichtenstein, D. R., Netemeyer, R. G., and Burton, S. (1990). Distinguishing coupon proneness from value consciousness: An acquisition-transaction utility theory perspective. The Journal of Marketing, 54-67.
Low, J., and Blois, K. (2002). The evolution of generic brands in industrial markets: the challenges to owners of brand equity. Industrial Marketing Management, 31(5), 385-392.
McCabe, D. L. (1987). Buying group structure: constriction at the top. The Journal of Marketing, 89-98.
McQuiston, D. H. (1989). Novelty, complexity, and importance as causal determinants of industrial buyer behavior. The Journal of Marketing, 66-79.
Mittal, B. (1989). Measuring purchase‐decision involvement. Psychology & Marketing, 6(2), 147-162.
Mudambi, S. (2002). Branding importance in business-to-business markets: Three buyer clusters. Industrial Marketing Management, 31(6), 525-533.
Muratore, I. (2003). Involvement, cognitive development and socialization: three antecedents of the child's cents-off sensitivity. Journal of Product & Brand Management, 12(4), 251-266.
Payne, J. W. (1976). Task complexity and contingent processing in decision making: An information search and protocol analysis. Organizational behavior and human performance, 16(2), 366-387.
Petty, R. E., Cacioppo, J. T., and Schumann, D. (1983). Central and peripheral routes to advertising effectiveness: The moderating role of involvement. Journal of consumer research, 135-146.
Rao, V. R., Agarwal, M. K., and Dahlhoff, D. (2004). How is manifest branding strategy related to the intangible value of a corporation? Journal of Marketing,68(4), 126-141.
Patrick J. R., Charles W. F., and Yoram W. (1967). Marketing Science Institute. Industrial buying and creative marketing, Allyn and Bacon Boston, MA.
Siddarth, S., Bucklin, R. E., and Morrison, D. G. (1995). Making the cut: Modeling and analyzing choice set restriction in scanner panel data. Journal of Marketing Research, 255-266.
Slama, M. E., and Tashchian, A. (1985). Selected socioeconomic and demographic characteristics associated with purchasing involvement. The Journal of Marketing, 72-82.
Stump, R. L., and Heide, J. B. (1996). Controlling supplier opportunism in industrial relationships. Journal of Marketing Research, 431-441.
Tam, J. L. M. (2011). The moderating effects of purchase importance in customer satisfaction process: An empirical investigation. Journal of Consumer Behaviour, 10(4), 205-215.
Webster, F. E., and Keller, K. L. (2004). A roadmap for branding in industrial markets. The Journal of Brand Management, 11(5), 388-402.
Webster, F. E., and Wind, Y. (1972). A general model for understanding organizational buying behavior. The Journal of Marketing, 12-19.
Wellisch, H. (1972). From information science to informatics: a terminological investigation. Journal of Librarianship and Information Science, 4(3), 157-187.
Wilson, D. F. (2000). Why divide consumer and organizational buyer behaviour?. European Journal of Marketing, 34(7), 780-796.
Zablah, A. R., Brown, B. P., and Donthu, N. (2010). The relative importance of brands in modified rebuy purchase situations. International Journal of Research in Marketing, 27(3), 248-260.
Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of consumer research, 341-352.
Zaichkowsky, J. L. (1986). Conceptualizing involvement. Journal of advertising, 15(2), 4-34.
Zaichkowsky, J. L. (1987). The emotional affect of product involvement. Advances in Consumer Research, 14, 32-35.