| Summary: | 碩士 === 大仁科技大學 === 製藥科技研究所 === 105 === Abstract
Pharmacy was not merely an integrated part of healthcare system of the country, but more as a healthcare product retailer as other industries. Just like retailers of general merchandise, pharmacies ought to provide much wider variety of products and services for revenue. The literature generally suggested that shop’s atmosphere affected consumer’s behaviors. The current research argued that pharmacy must perform the same as the general retailers to affect consumer’s behaviors through well-designed atmosphere for better levels of customer perceived value. This study gathered 1126 valid responses of questionnaires through pharmacists around the country. Several statistical techniques of SPSS 20.0 were applied to analyze the data. These were descriptive statistics, t-test, One-way ANOVA, correlation analysis, and regression. Test results revealed that difference in residence area was the major factor that differentiates the levels of constructs of the research, followed by the levels of education. Significant and positive correlations were found between all dimensions of perceived values and environmental atmosphere; and so as between all dimensions of atmosphere and overall perceived value. As the study predicted, the levels of atmosphere cues predicted 40% variance of perceived value (R2=0.40), among which the human factor was the most powerful predictor (β=0.20), followed by the design and layout (β=0.16), and the dispensing services (β=0.15). Test results support all hypotheses except the hypothesis regarding the effects of demographic factor that was partially support. Main conclusion of the research provided not only evidence for the effects of atmosphere on perceived value, but also reliable information to the practitioners. The research suggested the industry including the atmosphere factors into the pharmacy business for high levels of perceived value and customer loyalty, and suggested the academician conducting certain studies focusing on strategic market segments.
Key words: Community pharmacy, Atmosphere, Perceived value, Environemntal psychology
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