Factors Influencing Medical-nursing Personnel for Repurchasing Medical Supplies－the Nursing Products of Wound and Ostomy Care as Examples

• Main Authors: Shu-Chen Tu, 杜淑珍
• Other Authors: 王居卿
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/04972480139260382389

碩士 === 淡江大學 === 企業管理學系碩士在職專班 === 96 === 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.