The Study on Consumer’s Purchasing Decision Factor of Medical Instruments

• Main Authors: Chung-Wen Chen, 陳崇文
• Other Authors: Chih-Sung Lai
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/06470903260853793016

碩士 === 朝陽科技大學 === 企業管理系碩士班 === 97 === Medical care is closely related to the process of human growth and ageing. During the process of medical services, the diagnosis of illnesses or the medical devices for treatments all play crucial roles. Due to the rapid development of technology, the varieties, functions, and the efficiency of medical devices became more and more precise and complex, not to mention the increased utility rate. This research aimed to investigate consumers’ purchasing decision on medical devices. After a review of related literature, three major dimensions of consumers’ purchasing decision (product information, customer value, and communication media), based on the Engel-Kollat-Blackwell Model of consumer behavior, were proposed. After discussions with experts, the measuring dimensions and the hierarchy structure of consumers’ purchasing decision for medical devices were developed. An Analytic Hierarchy Process (AHP) questionnaire was designed and distributed to medical device companies and to related chain distributors that have a thorough understanding of the consumers. The collected questionnaires were then analyzed quantitatively using AHP. The findings indicated that in the first level of the hierarchy structure of consumers’ purchasing decision on medical devices, product information had the highest weight, followed by customer value, and communication media. In the results of the relative weight analysis, for the factor “product information”, the priorities for exterior information were ranked in the order: manufactured nation, brand, price, and specifications. As for the interior information, precision ranked first, followed by stability. Regarding “customer value”, the priorities were ranked in the order: durability, service, convenience, and product mix. For “communication media”, the attitude of marketing and sales personnel was more important than knowledge. According to the results of this research, in the levels of the hierarchy structure, whether the most weighted factors were manufactured nation, brand, precision, stability, or durability, they were all considerably related to the quality assurance of the products. This could be because medical devices are highly professionalized products, which results in the tendency of consideration of this type of factor in consumers’ purchasing decision on medical devices.