本研究主要針藥師對藥局經營型態的選擇，以交易成本及人格特質作一分析，探討職業藥師對交易成本的認知及其所具備的人格特質，在經營型態上，是否有影響。

本研究以社區藥局藥師為研究對象，包括康是美、屈臣氏、華特、博登及傳統藥局等，共郵寄936份問卷，回收有效問卷127份。經資料分析，所得重要結論為當藥師認為資產特殊性、交易頻率、環境多樣性愈低者，其所選擇經營型態傾向於市場型的結構，亦即獨立自營與會員店；當藥師認為資產特殊性、交易頻率、環境多樣性愈高者，經營型態傾向於階層型的結構，亦即加盟連鎖與直營受聘。隨著「藥事法」與「全民健保法」先後落實「醫藥分業」制度的規定，面對未來可能的發展，經營型態的選擇依據，可供藥師做參考。

目錄

第一章緒論……………………………………………………………………….1

第一節研究背景與動機…………………………………………………..1

第二節研究目的…………………………………………………………..4

第三節研究範圍…………………………………………………………..5

第二章文獻探討…………………………………………………………………7

第一節產業現況…………………………………………………………..7

第二節連鎖體系………………………………………………………….12

第三節交易成本………………………………………………………….32

第四節人格特質………………………………………………………….55

第三章研究方法…………………………………………………………………58

第一節研究架構………………………………………………………….58

第二節模式發展與假說推演與建立…………………………………….59

第三節研究設計………………………………………………………….74

第四節信度效度檢定…………………………………………………….79

第四章統計分析…………………………………………………………………80

第一節交易成本與藥局選擇型態之分析……………………………….80

第二節個人特質與藥局選擇型態之分析……………………………….83

第三節鑑別分析………………………………………………………….85

第五章研究結論與建議…………………………………………………………89

第一節研究結論………………………………………………………….89

第二節研究限制………………………………………………………….93

第三節研究建議………………………………………………………….94

第四節後續研究建議…………………………………………………….96

附錄一：台灣藥局產業的概況………………………………………………..102

附錄二：問卷…………………………………………………………………...114

表次

表2.2連鎖店之分類………………………………………………………….15

表2.3傳統式與垂直式行銷通路特性的比較……………………………….17

表2.4四種經營型態的比較………………………………………………….21

表2.3.1交易成本的來源與類型……………………………………………..34

表2.3.2交易成本分析研究摘要……………………………………………..43

表3.2.1交易成本之操作型定義……………………………………………..64

表3.2.2經營型態操作型定義………………………………………………..69

表3.3.1有效母體統計表……………………………………………………..75

表3.3.2問卷回收率之狀況表………………………………………………..77

表3.3.3各研究階段之資料分析方法………………………………………..78

表3.4.1本研究各項衡量變數信度值表……………………………………..79

表4.1.1交易成本與經營型態………………………………………………..81

表4.2.1個人特質與經營型態選擇…………………………………………..83

表4.2.2不同經營型態間藥師經驗年數的比較分析………………………..84

表4.3.1經營型態之理論分群與實際分群交叉表…………………………..86

表4.3.1.1經營型態重新分群之理論分群與實際分群交叉表……………...86

表4.3.2分群誤差比率………………………………………………………..86

表4.3.2.1分群誤差比率……………………………………………………...86

表4.3.3區別函數變數相對重要性…………………………………………..87

表5.1假設檢定彙總表………………………………………………………91

表5.2藥局經營型態選擇模式………………………………………………92

圖次

圖1.1研究流程圖…………………………………………………………….6

圖2.1製藥產業上、中、下游產業體系圖…………………………………7

圖2.2垂直行銷系統…………………………………………………………16

圖2.3.1組織市場失靈架構………………………………………………….37

圖3.1本研究觀念性架構……………………………………………………58

圖4.3.1區域圖………………………………………………………………..88

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The thesis investigates the business styles of pharmacists, by considering the difference of transaction cost and personality between pharmacists.

The subjects of this research are mainly the pharmacists of the community drugstore, including Cosmed, Watsons, Walts, Medicine Shoppe and traditional drugstores.

Questionnaires were sent to 936 sample drugstores, out of which 127 were valid..

The result of survey indicates that pharmacists perceive the lower of asset specificity, transaction frequency and environmental diversity, the higher chance they will choice the market structure, for example, wholly-owned or voluntary chain. On the other hand, the higher the asset specificity, transaction frequency and environmental diversity, they tend to choose hierarchical structure, such as franchise or regular chain. Due to the medical practice in the Law of Pharmaceutical Affairs and the NHI Act, implication from this study could be beneficial to the pharmacists in choosing an appropriate organization structure.

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