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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 戚樹誠 | zh_TW |
| dc.contributor.advisor | Shu-Cheng Chi | en |
| dc.contributor.author | 張莞 | zh_TW |
| dc.contributor.author | Wan Chang | en |
| dc.date.accessioned | 2026-07-22T16:33:11Z | - |
| dc.date.available | 2026-07-23 | - |
| dc.date.copyright | 2026-07-22 | - |
| dc.date.issued | 2026 | - |
| dc.date.submitted | 2026-07-02 | - |
| dc.identifier.citation | 中文文獻
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/102802 | - |
| dc.description.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。 | zh_TW |
| dc.description.abstract | 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. | en |
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| dc.description.provenance | Made available in DSpace on 2026-07-22T16:33:11Z (GMT). No. of bitstreams: 0 | en |
| dc.description.tableofcontents | 口試委員會審定書 I
致謝 II 中文摘要 III ABSTRACT IV 目次 V 圖次 IX 表次 X 第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的 3 第三節 研究流程 4 第二章 文獻探討 6 一、 顧客導向的定義 6 二、 顧客導向相關構念之辨析 7 三、 顧客導向在醫藥/醫材產業之特殊性 8 第二節 主觀產品知識 9 一、 產品知識的概念框架：客觀知識與主觀知識之辨析 9 二、 主觀產品知識的跨產業應用 9 三、 主觀產品知識在醫藥/醫材業務情境之應用 10 第三節 自我決定理論與勝任滿足 11 一、 自我決定理論之意涵 11 二、 三種基本需求之間的關係 12 三、 勝任滿足 12 四、 SDT在銷售情境中的應用與理論缺口 13 第四節 勤勉責任感 15 一、 五大人格特質模型與勤勉責任感之定義 15 二、 勤勉責任感的六個子構面 15 三、 勤勉責任感與其他人格特質之區辨 16 第五節 業務員的績效 18 一、 業務員績效的概念定義 18 二、 主觀績效測量的效度基礎 18 第六節 假設推導 20 一、 顧客導向與業務員績效的關係：直接效果 20 二、 主觀產品知識與業務員績效的關係：直接效果 21 三、 勝任滿足與業務員績效的關係：直接效果 21 四、 顧客導向—勝任滿足—業務員績效的關係：中介效果 22 五、 主觀產品知識—勝任滿足—業務員績效的關係：中介效果 22 六、 勤勉責任感的調節中介效果 22 第三章 研究方法 25 第一節 研究架構 25 第二節 研究假說 27 第三節 研究對象 28 第四節 研究工具 29 一、 顧客導向量表 29 二、 主觀產品知識量表 30 三、 勝任滿足感量表 31 四、 勤勉責任感量表 32 五、 績效表現量表 33 六、 基本資料 35 第五節 資料分析工具 36 一、 描述統計 36 二、 信度檢測 36 三、 效度檢測 36 四、 相關性分析 37 五、 迴歸分析 37 六、 中介效果分析 37 七、 調節效果與有調節的中介分析 38 八、 共同方法變異之控制 39 第四章 研究結果 40 第一節 樣本結構分析 40 第二節 信效度分析 42 一、 顧客導向 42 二、 主觀產品知識 43 三、 勝任滿足感 43 四、 主觀績效表現 43 五、 勤勉責任感 43 六、 共同方法變異之初步檢驗 44 第三節 醫藥/材業務之績效與業績結構之分析 45 一、 描述性統計分析 45 二、 背景變項與績效之差異分析 45 三、 主觀績效與客觀績效之相關性分析 48 四、 小結 48 第四節 相關性分析 49 一、 人口統計變項與主要變項之分析 49 二、 主要研究變項之相關分析 50 三、 小結 50 第五節 迴歸分析 51 一、 主觀績效之迴歸分析 51 二、 客觀績效之迴歸分析 52 第六節 中介效果分析 54 一、 中介效果分析方法 54 二、 依變項為主觀績效之中介效果分析 54 三、 依變項為客觀績效之中介效果分析 55 四、 小結 56 第七節 調節中介效果分析 58 一、調節效果分析（自變項 → 勝任滿足感） 58 二、調節中介效果分析（主觀績效為依變項） 59 三、調節中介效果分析（客觀績效為依變項） 60 四、分析結果統整 61 五、研究假說檢驗結果彙整 62 第五章 討論與建議 63 第一節 研究結果與綜合討論 63 一、顧客導向：直接效果與中介效果並存 63 二、主觀產品知識：直接效果與中介效果並存 63 三、勤勉責任感：調節效果未獲支持 64 第二節 研究結果之理論意涵 65 一、 在醫藥銷售情境中驗證勝任滿足感的核心中介角色 65 二、 區分銷售資源的雙重性質：心理性資源與工具性資源 65 三、 相對於既有自我決定理論銷售研究之增量貢獻 66 第三節 非預期結果之討論：客觀績效假說不成立之可能原因 68 一、 外部不可控因素之干擾（Environmental Contamination）： 68 二、 績效指標之跨廠商異質性： 68 三、 行為指標與結果指標之斷層： 68 第四節 管理實務建議 69 一、重新設計業務培訓架構：同時重視顧客導向與產品導向之雙軌訓練模式 69 二、建立「勝任感導向」的管理機制 69 三、重新檢視績效評估制度：採用行為與結果雙指標 70 第五節 研究限制與未來研究方向 71 一、研究限制 71 二、未來研究方向 72 參考文獻 74 中文文獻 74 英文文獻 75 附錄—問卷量表 87 醫藥/材行銷人員日常工作經驗調查（匿名填答） 87 醫藥/材行銷人員日常工作經驗調查研究 88 研究參與者知情同意書 88 | - |
| dc.language.iso | zh_TW | - |
| dc.subject | 自我決定論 | - |
| dc.subject | 勝任滿足感 | - |
| dc.subject | 顧客導向 | - |
| dc.subject | 主觀產品知識 | - |
| dc.subject | 業務員績效 | - |
| dc.subject | 醫藥/醫材產業 | - |
| dc.subject | Self-Determination Theory | - |
| dc.subject | competence satisfaction | - |
| dc.subject | customer orientation | - |
| dc.subject | subjective product knowledge | - |
| dc.subject | salesperson performance | - |
| dc.subject | pharmaceutical and medical device industry | - |
| dc.title | 醫藥/材業務員的內在驅動力：績效表現的影響路徑研究 | zh_TW |
| dc.title | The Inner Drive of Pharmaceutical and Medical Device Sales Representatives: A Study on the Influencing Path of Sales Performance | en |
| dc.type | Thesis | - |
| dc.date.schoolyear | 114-2 | - |
| dc.description.degree | 碩士 | - |
| dc.contributor.oralexamcommittee | 黃家齊;許碧芬 | zh_TW |
| dc.contributor.oralexamcommittee | Jia-Chi Huang;Bi-Fen Hsu | en |
| dc.subject.keyword | 自我決定論; 勝任滿足感; 顧客導向; 主觀產品知識; 業務員績效; 醫藥/醫材產業 | zh_TW |
| dc.subject.keyword | Self-Determination Theory; competence satisfaction; customer orientation; subjective product knowledge; salesperson performance; pharmaceutical and medical device industry | en |
| dc.relation.page | 95 | - |
| dc.identifier.doi | 10.6342/NTU202601572 | - |
| dc.rights.note | 同意授權(全球公開) | - |
| dc.date.accepted | 2026-07-02 | - |
| dc.contributor.author-college | 進修推廣學院 | - |
| dc.contributor.author-dept | 生物科技管理碩士在職學位學程 | - |
| dc.date.embargo-lift | 2026-07-23 | - |
| 顯示於系所單位： | 生物科技管理碩士在職學位學程 | |
文件中的檔案：
| 檔案 | 大小 | 格式 | |
|---|---|---|---|
| ntu-114-2.pdf | 1.6 MB | Adobe PDF | 檢視/開啟 |
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