在台灣的藥業市場的發展歷史中，隨著政府政策的發展經歷了很多階段，同時醫藥環境也面臨重大變革，例如：全民健保、醫藥分業、藥品進口自由化與國際化。在這麼多種因素影響之下，不僅單打獨鬥的傳統藥局或策略聯盟的連鎖藥局都必須重新調整來面對新的環境，以充分瞭解並滿足民眾的需求。

本研究針對臺北市某行政區內至傳統或連鎖藥局內接受專業藥師服務之民眾為研究對象進行問卷調查，藉以瞭解臺北市某行政區內行為的影響程度。本研究結論如下：

1.不同的民眾人口統計變項的確影響民眾到不同類型的藥局接受專業藥師服務。民眾到藥局都是購買感冒頭痛藥最多，其次是領處方藥，到藥局的次數都以3次以下最多，其次是4~6次。可見民眾至藥局接受專業藥師的服務時，藥品種類多寡、處方藥品質優劣，甚至於雙方互動都是在考驗藥局藥師的能力。

2.至傳統藥局接受專業藥師服務的民眾在「性別」及「教育程度」與三構面呈現顯著差異。而至連鎖藥局接受專業藥師服務的民眾則在「性別」、「婚姻狀況」、「年齡」、「教育程度」、「職業」、「月收入」及「最常到藥局購買的產品」，與三構面呈現顯著差異。因此，藥局要善用本身的競爭優勢，針對差異化的民眾，提供客製化服務。

3.民眾至傳統藥局或連鎖藥局之「信任」、「承諾」與「專業滿意度」三構面呈中高正相關，且具顯著水準。傳統藥局在「承諾」構面分數較高，而連鎖藥局在「信任」、「專業滿意度」分數較高。因此，藥局藥師除了要確認民眾的真正需求，並加強藥師的專業形象之外，還要以更好的藥品品質，及提供更完善的藥事服務給民眾。

4.民眾至傳統藥局或連鎖藥局接受專業藥師服務之信任及承諾對藥師專業滿意度有顯著的高正向影響能力，而民眾對兩類型藥局藥師專業滿意度重要排列構面依序都是「信任」和「承諾」。因此，藉由藥師調劑或建議民眾選購感冒頭痛藥及持領處方箋領取藥品時，民眾對藥局藥師的信任及承諾就是考量藥局的重要因素。

The development of Taiwanese pharmaceutical market has gone through many phases due to governmental policy changes. During this period, the medical environment underwent significant transformation due to the implementation of the National Health Insurance, the separation of prescribing and dispensing practices, and the liberation and globalization of drug importation. Under the impact of numerous factors, traditional independent pharmacies and strategic pharmacy alliances must all adapt to confront the new environment in order to understand and fulfill the needs of the public.

This study is conducted via questionnaire to evaluate the level of impact the services provided by pharmacists in traditional and chain pharmacies to the public in a specific administrative district in Taipei. The following conclusions are made.

1. Different demographic variables impact the public’s selection of the type of pharmacy to receive services from professional pharmacists. The highest number of purchases is made on cold and headache medication, followed by prescription medication. The number of pharmacist visits is the highest for less than 3 visits, followed by 4 to 6 visits. This reveals that the number of medication available, the quality of prescription drugs, and even the interaction between the pharmacist and the public all affect the ability of the pharmacist during pharmacy visits.

2. For the general public that visits traditional pharmacies, significant differences were noted in the gender and education level variables across three dimensions. On the other hand, for the general public that visits chain pharmacies, significant differences were observed in the variables of gender, marital status, age, education level, profession, monthly income, and product most often purchased in pharmacies across the three dimensions. Therefore, pharmacies should exercise their competitive advantages to provide customized services to the differentiated public.

3. Among the dimensions of trust, promise, and professional satisfaction, moderate to high positive correlations are observed and considered significant. Traditional pharmacies received higher scores in the promise dimension while chain pharmacies outperform in the trust and customer satisfaction dimensions. Therefore, in addition to understanding the actual needs of the public and elevating professional image, pharmacists should provide higher quality drugs and more comprehensive pharmacy services to the public.
4. The dimensions of trust and promise of pharmacy services show a moderate to high positive correlation with professional satisfaction. The dimension of trust is ranked first, followed by promise for the professional satisfaction of the public for pharmacists in both types of pharmacies. Therefore, when the public visits the pharmacy to purchase prescriptions, cold or headache medication, or fill prescriptions, trust and promise are important considerations factors for pharmacy selection.

論文審定書 i
致謝詞 ii
摘　要 iii
Abstract v
目　錄 vii
圖　次 ix
表　次 x
第一章　緒論 1
第一節　研究背景及動機 1
第二節　研究目的 2
第三節　研究流程 4
第二章　文獻探討 5
第一節　藥局產業沿革及現況 5
第二節　信任 14
第三節　承諾 16
第四節　專業滿意度 17
第三章　研究方法 21
第一節　研究對象與研究架構 21
第二節　研究工具 22
第三節　研究假說 22
第四節　資料分析方法 23
第四章　研究結果 26
第一節　信度與效度 26
第二節　人口變項之敘述統計 27
第三節　研究假說 30
第四節　研究結果與結論 42
第五章　結論與建議 46
第一節　研究結果與討論 46
第二節　研究限制與後續研究之建議 48
第三節　對藥局經營者的建議 48
參考文獻 50
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二、英文部分 51

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