| Summary: | 碩士 === 國立臺灣師範大學 === 高階經理人企業管理碩士在職專班(EMBA) === 107 === In recent years, community pharmacies have faced many changes in economic and environmental factors in various aspects. The rapid development of information network media is full of challenges, and it is bound to think about transformation or provide a more diversified business direction. Therefore, the marketing of cosmeceutical products has become an important part of the growth of operators' performance. The research takes this as the research background. If we can understand the consumer demand and develop the pharmacist service strategy, we will have the opportunity to successfully develop new markets operated by the community pharmacy. This research observes the attractiveness and professional nature of the pharmacists in the consumer cognitive community pharmacy, and explores how external conditions affect consumers, the trust of community pharmacy pharmacists and the willingness of consumers to purchase.
Questionnaires were investigated from the variables of appeal, professionalism, consumer trust and expected purchase. This study retrieved 828 valid questionnaires. The results of the questionnaire were analyzed by sample structure analysis, narrative statistical analysis, reliability and validity analysis, variance analysis, correlation analysis and multiple linear regression analysis.
The model results are as follows:
(1) The higher the appeal of the consumer cognitive pharmacist, the higher the trust of the pharmacist.
(2) The higher the appeal of the consumer cognitive pharmacist, the higher the consumer's willingness to purchase.
(3) The higher professionalism of the consumer cognitive pharmacist, the higher the consumer's trust in the pharmacist.
(4) The higher professionalism of consumer cognitive pharmacists, the higher the willingness of consumers to purchase.
(5) The interaction between the consumer's cognitive pharmacist's attractiveness and professionalism of the consumer's cognitive pharmacist has no significant effect on the pharmacist's trust.
(6) The interaction between the consumer's cognitive pharmacist's attractiveness and professionalism of the consumer's cognitive pharmacist has a significant impact on consumers' willingness to purchase.
(7) Consumers' increased trust in pharmacists will significantly increase consumers' willingness to purchase.
The research suggests that in the human resources management of pharmacists, the distribution of attractiveness and good service image, with a highly professional essential pharmacist to serve, is the most appropriate match to increase the sales of cosmeceutical products.
The pharmacist's medium and low temperament can influence the consumer's trust in the pharmacist by improving the professionalism. Furthermore, improve the attractiveness of pharmacists and consumers' trust in pharmacists can increase consumers' willingness to purchase.
In order to balance the management configuration, for the lowest attractiveness of the pharmacist , It can enhance consumers' trust in pharmacists as a management direction to increase consumers' willingness to purchase cosmeceutical products.
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