| Summary: | 碩士 === 長庚大學 === 企業管理研究所 === 97 === The purpose of this thesis is to investigate the determinants of hospital doctors’ new drugs prescribing behavior. In this study focus on analyzed the new drug of new components, to explore when doctors face on the new drug with novelty, and never prescribe before, that might be with uncertainty than prescribe old drugs. Therefore, under the bounded rationality, doctors will be more dependent on a number of simplified rules or social signals.
From the literature, doctors’ new drugs prescribing decisions are influenced by biomedical aspects, social environment and experiences. This research puts emphasis on social determinants, such as the prescribing behavior of new drug adopted by colleagues, by consultants, and knowledge of the patient.
This study adopts a method of large-sample empirical analysis using Taiwan’s dataset from Bureau of National Health Insurance and Department of Health, It focuses on the adoption of Cymbalta, a drug for treating Antidepressants. The empirical results showed that new drugs prescribing decisions made by of doctors in medicine centers are influenced by colleagues, senior doctors, and patients. The results are consistent coincide with other academic research. Our research can also provide managerial implications on how to influence the diffusion of new drugs.
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