高齡化下，台灣慢性病患者、失智與失能人數日漸增多，也帶動醫療器材的需求不斷上升。有別於一般消費商品，其涉入購買決定參與者更多，醫療器材的決策過程也更為複雜，購買決策形成形似於企業、公務機關或學校等組織決策。
本研究即以探討台灣醫療器材一般消費為出發，借用組織購買決策的購買中心（Buying Center）與其中的購買角色（Buying Roles）理論，找出台灣一般醫療消費與組織購買間異同處，藉此推導台灣消費者在購買醫療相關器材時的角色參與情形，以及相關消費決策的形成過程。
本研究最主要的發現是購買角色中的影響者，像醫護或是通路銷售人員，對於醫療相關器材購買決策影響力極大，因此建議相關商品廠商和通路業者，在進行行銷推廣時，可特別針對購買中心的影響者，以透過相關人員影響消費者決策，達成銷售之目的。

In the era of population aging, the number of patients with chronic diseases, dementia, and disabilities is increasing in Taiwan, leading to a growing demand for medical devices. Unlike general consumer products, the purchase decision of medical equipment involves multiple stakeholders, making the decision-making process more complex and resembling organizational decision-making in businesses, government agencies, or schools.
This study aims to explore the similarities and differences between general healthcare consumer purchases and organizational purchases in Taiwan. Drawing on the theories of Buying Center and Buying Roles in organizational purchasing, the research aims to identify the roles played by Taiwanese consumers in the purchase of medical equipment and understand the formation process of relevant consumer decisions.
The main finding of this research is the significant influence of influencers within the buying roles, such as nurses, doctors or salesman in physical stores, on the purchase decisions of medical products. Therefore, it is recommended that relevant manufacturers and channel sales focus on the influencers within the buying center during their marketing and promotional efforts. By leveraging the influence of these individuals, they can effectively influence consumer decisions and achieve sales objectives.

Blackwell, Roger D., Paul W. Miniard, and James F. Engel (2006), Consumer Behavior, US: Thomson South-Western.
Boughton, Paul D., and Edward V. Jacquin (1994), “A Buying Center Approach to Understanding Health Care Marketing,” Journal of Hospital Marketing, 8 (2), 163–76.
Cabanelas, Pablo, Roberto Mora, and Jon Charterina (2023), “The Buying Center Concept as a Milestone in Industrial Marketing: Review and Research Agenda,” Industrial Marketing Management, 108 (1), 65–78.
Chugh, Richa, Noel Gould, Mark P. Leach, and Annie H. Liu (2023), “B2B Buyers’ Emotions and Regulatory Focus in Justice and Switch Back Decisions,” Industrial Marketing Management, 109 (1), 73–89.
Dadzie, Kofi Q., Wesley J. Johnston, Evelyn W. Dadzie, and Bonghee Yoo (1999), “Influence in the Organizational Buying Center and Logistics Automation Technology Adoption,” Journal of Business & Industrial Marketing, 14 (5/6), 433–44.
Darley, William K., Charles Blankson, and Denise J. Luethge (2010), “Toward an Integrated Framework for Online Consumer Behavior and Decision Making Process: A Review,” Psychology & Marketing, 27 (2), 94–116.
Diba, Hoda, Joseph M. Vella, and Russell Abratt (2019), “Social Media Influence on the B2B Buying Process,” Journal of Business & Industrial Marketing, 34 (7), 1482–96.
Eisenhardt, Kathleen M., Melissa E. Graebner, and Scott Sonenshein (2016), “Grand Challenges and Inductive Methods: Rigor Without Rigor Mortis,” Academy of Management Journal, 59 (4), 1113–23.
Farber Canziani, Bonnie (1997), “Leveraging Customer Competency in Service Firms,” International Journal of Service Industry Management, 8 (1), 5–25.
Forman, Howard (2014), “Buying Centers and the Role of Supply Chain Orientation on New Information Technology Satisfaction in the Automotive Industry,” Journal of Marketing Theory and Practice, 22 (1), 41–52.
Ghingold, Morry, and David T. Wilson (1998), “Buying Center Research and Business Marketing Practice: Meeting the Challenge of Dynamic Marketing,” Journal of Business & Industrial Marketing, 13 (2), 96–108.
Gustafson, Brandon M., Nadia Pomirleanu, Babu John Mariadoss, and Jean L. Johnson (2021), “The Social Buyer: A Framework for the Dynamic Role of Social Media in Organizational Buying,” Journal of Business Research, 125 (3), 806–14.
Hogg, Gillian, Angus Laing, and Dan Winkelman (2003), “The Professional Service Encounter in the Age of the Internet: An Exploratory Study,” Journal of Services Marketing, 17 (5), 476–94.
Hollander, Stanley C., and Kathleen M. Rassuli (1999), “Shopping with Other People's Money: The Marketing Management Implications of Surrogate-Mediated Consumer Decision Making,” Journal of Marketing, 63 (2), 102–18.
Hong, Ilyoo B. (2015), “Understanding the Consumer’s Online Merchant Selection Process: The Roles of Product Involvement, Perceived Risk, and Trust Expectation,” International Journal of Information Management, 35 (3), 322–36.
Howard, Paul, and Declan Doyle (2006), “An Examination of Buying Centres in Irish Biotechnology Companies and Its Marketing Implications,” Journal of Business & Industrial Marketing, 21 (5), 266–80.
Ismagilova, Elvira, Emma L. Slade, Nripendra P. Rana, and Yogesh K. Dwivedi (2020), “The Effect of Electronic Word of Mouth Communications on Intention to Buy: A Meta-Analysis,” Information Systems Frontiers, 22 (5), 1203–26.
Jaakkola, Elina (2007), “Purchase Decision-making within Professional Consumer Services: Organizational or Consumer Buying Behaviour,” Marketing Theory, 7 (1), 93–108.
Jerman, Damjana and Bruno Zavrsnik (2012), “Model of Marketing Communications Effectiveness in the Business-To-Business Markets,” Economic Research-Ekonomska Istraživanja, 25 (sup1), 364–88.
Kallio, Hanna, Anna-Maija Pietilä, Martin Johnson, and Mari Kangasniemi (2016), “Systematic Methodological Review: Developing a Framework for a Qualitative Semi‐Structured Interview Guide,” Journal of Advanced Nursing, 72 (12), 2954–65.
Kotler, Philip, and Kevin Lane Keller (2011), Marketing Management, UK: Pearson.
Morris, Meredith Ringel and Jaime Teevan (2012), “Exploring the Complementary Roles of Social Networks and Search Engines,” Human-Computer Interaction Consortium Workshop (HCIC), 1-10.
Newell, William James (2017), “How Buyer Roles and Critical Times Affect Buyer-Supplier Exchange Episodes,” Imp Journal, 11 (3), 376–97.
Pae, Jae H., Namwoon Kim, Jin K Han, and Leslie Yip (2002), “Managing Intraorganizational Diffusion of Innovations: Impact of Buying Center Dynamics and Environments,” Industrial Marketing Management, 31 (8), 719–26.
Panwar, Diksha, Swati Anand, Farmaan Ali, and Kanika Singal (2019), “Consumer Decision Making Process Models and Their Applications to Market Strategy,” International Management Review, 15 (1), 36–44.
Pedeliento, Giuseppe, Daniela Andreini, Mara Bergamaschi, and Jari Salo (2018), “End Users’ Purchasing Task Involvement, Power and Influence Strategies in Organizational Buying,” Journal of Business & Industrial Marketing, 34 (1), 150–65.
Plouffe, Christopher R., Willy Bolander, Joseph A. Cote, and Bryan Hochstein (2016), “Does the Customer Matter Most? Exploring Strategic Frontline Employees’ Influence of Customers, the Internal Business Team, and External Business Partners,” Journal of Marketing, 80 (1), 106–23.
Ronchetto Jr., John R., Michael D. Hutt, and Peter H. Reingen (1989), “Embedded Influence Patterns in Organizational Buying Systems,” Journal of Marketing, 53 (4), 51–62.
Sheth, Jagdish N. (1973), “A Model of Industrial Buyer Behavior,” Journal of Marketing,” 37 (4), 50–56.
Solomon, Michael R., Carol Surprenant, John A. Czepiel, and Evelyn G. Gutman (1985), “A Role Theory Perspective on Dyadic Interactions: The Service Encounter,” Journal of Marketing, 49 (1), 99–111.
Stankevich, Alina (2017), “Explaining the Consumer Decision-Making Process: Critical Literature Review,” Journal of International Business Research and Marketing, 2 (6), 7–14.
Tanner, Jr., John F. (1999), “Organizational Buying Theories: A Bridge to Relationships Theory,” Industrial Marketing Management, 28 (3), 245–55.
Töllner, Alke, Markus Blut, and Hartmut H. Holzmüller (2011), “Customer Solutions in The Capital Goods Industry: Examining the Impact of The Buying Center,” Industrial Marketing Management, 40 (5), 712–22.
Verbeke, Willem, Bart Dietz, and Ernst Verwaal (2011), “Drivers of Sales Performance: A Contemporary Meta-Analysis. Have Salespeople Become Knowledge Brokers?,” Journal of the Academy of Marketing Science, 39 (3), 407–28.
Webster, Frederick E., Jr and Yoram Wind (1972), “A General Model for Understanding Organizational Buying Behavior,” Journal of Marketing, 36 (2), 12–19.
Weigand, Robert E. (1968), “Why Studying the Purchasing Agent Is Not Enough,” Journal of Marketing, 32 (1), 41–45.
White, Lesley and Lester W. Johnson (2002), “Relative Influence of Physicians and Patients in the Prescribing Decision,” Journal of Medical Marketing Device Diagnostic and Pharmaceutical Marketing, 2 (2), 144–58.
Wilson, Dominic F. (2000), “Why Divide Consumer and Organizational Buyer Behaviour,” European Journal of Marketing, 34 (7), 780–96.
Zeithaml, Valarie A., Bernard J. Jaworski, Ajay K. Kohli, Kapil R. Tuli, Wolfgang Ulaga, and Gerald Zaltman (2020), “A Theories-In-Use Approach to Building Marketing Theory,” Journal of Marketing, 84 (1), 32–51.
台灣失智症協會，2022。台灣失智症人口推估。http://www.tada2002.org.tw/About/IsntDementia。搜尋日期： 2023 年 5 月 29 日。
行政院統計處，2022。批發、零售及餐飲業統計調查。https://dmz26.moea.gov.tw/GMWeb/investigate/InvestigateEA.aspx。搜尋日期：2023 年 5 月 29 日。
李爾芳、李旻軒、吳劭易、林怡欣、徐勤禎、張慈映、劉家豪，2022。醫療器材產業年鑑。工研院產科國際所 ITRISTI-111-T107
陳育含譯，Steinar Kvale著，2016。訪談研究法。台北：韋伯文化國際出版有限公司。
陳崇文，2017。醫療器材消費者購買決策要素研究。朝陽科技大學企業管理系學位論文。
衛生福利部，2016。長期照顧十年計畫2.0。
衛生福利部，2020。醫療器材管理法。https://law.moj.gov.tw/LawClass/LawAll.aspx?pcode=L0030106。搜尋日期：2023 年 5 月 29 日。