醫藥/材業務員的內在驅動力：績效表現的影響路徑研究

Abstract

本研究基於自我決定理論探討台灣醫藥/醫材業務人員之顧客導向與主觀產品知識如何透過勝任滿足感影響績效表現，並檢驗勤勉責任感的可能調節作用。研究對象為醫藥/醫材業務人員，共蒐集 218 份有效問卷，樣本中女性佔 52.75%，平均年齡為 40.03 歲，學歷以大學/專科為主（59.17%），年資以 1 至 5 年者最多（33.94%），資料分析採階層迴歸與PROCESS中介及調節中介分析。結果顯示：受訪者之顧客導向與主觀產品知識均分別對自填主觀績效具顯著正向影響；勝任滿足感在前述兩者對自填主觀績效之影響效果均分別具中介效果；惟以客觀績效為依變項時，上述直接效果與中介效果均未顯著；勤勉責任感亦對前述顯著之中介效果並無調節中介效果。本研究歸納出醫藥/醫材業務人員之驅動力模型：醫藥/醫材業務人員之顧客導向與主觀產品知識均可分別直接影響主觀績效，亦均透過勝任滿足感產生中介效果，顯示心理資源（即顧客導向）與能力資源（即主觀產品知識）均為醫藥/醫材業務人員之主觀績效之前置因素，並可透過其勝任感的滿足產生影響效果。本研究為醫藥/醫材企業提供雙軌培訓與勝任感導向管理提供實務建議。

This study adopts Self-Determination Theory (SDT) as its theoretical framework to examine how customer orientation and subjective product knowledge influence the performance of pharmaceutical and medical device (PMD) sales representatives in Taiwan, with competence satisfaction as a mediator and conscientiousness as a potential moderator. Research participants were pharmaceutical and medical device (PMD) sales representatives. 218 valid questionnaires were obtained. The sample comprised 52.75% females, with a mean age of 40.03 years; 59.17% held a university or college degree, and 33.94% had 1 to 5 years of industry tenure. Hierarchical regression analysis and the PROCESS macro were employed to test mediation and moderated mediation effects.

Results indicated that both customer orientation and subjective product knowledge significantly and positively predicted subjective (self-reported) performance, with competence satisfaction serving as a significant mediator in both pathways. However, neither the direct effects nor the mediated effects were supported when objective performance taking as the dependent variable. Conscientiousness did not exhibit a significant moderated mediation effect on the mediation route identified above.

These findings support a motivation model in which both subjective product knowledge, as a capability resource, and customer orientation, as a psychological resource, directly and indirectly influence subjective performance through competence needs satisfaction. This study offers practical guidance for PMD firms on designing dual-track training programs and implementing competence-oriented performance management.