| Summary: | 碩士 === 國立中正大學 === 企業管理系研究所 === 104 === Abstract
The aim of this study was to investigate the influence of physician prescription behavior on the breast cancer drug. This study applied hand-write questionnaires to collect data, and physicians in hospital were selected by convenience sampling. A total of 170 questionnaires were distributed, 160 questionnaires were returned, and 153 questionnaires were valid. Moreover, data was analyzed by descriptive statistics analysis, reliability analysis, correlation analysis and regression analysis. Finally, the findings of this study were as following:
1. Attitude has positive influence on the behavioral intention.
2. Subjective norm has positive influence on the behavioral intention.
3. Perceived behavioral control has positive influence on the behavioral intention.
4. Medical procurement system has positive influence on the behavioral intention.
5. Prescription drug marketing has positive influence on the behavioral intention.
6. Behavioral intention has positive influence on the physician prescription behavior.
Key words: Theory of Reasoned Action (TRA), Theory of Planned Behavior (TPB), Physician Prescription Behavior, Breast Cancer Drug
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