應用AMO理論探討影響醫療業務人員績效表現之關鍵因素研究

Abstract

本研究應用AMO理論探討影響醫療業務人員績效表現之關鍵因素，藉此歸納出影響醫療業務人員績效表現的關鍵因素，以作為未來規劃醫療業務人員訓練課程的參考依據。本研究採用問卷調查法，研究對象包括營業事業單位之外勤業務人員、第一線業務主管、第二線業務主管，共發出79份問卷、回收69份有效問卷，有效回收率為87.34%。本研究採用描述統計、變異數分析、相關分析和迴歸分析等統計分析方法，主要獲得以下研究結論：(1) 醫療業務人員的內外在動機對績效表現有正向影響；(2) 學歷對醫療業務人員的內外在動機有影響；(3) 性別對醫療業務人員的績效表現有影響。研究結果發現在「內外在動機」構面的問卷調查中，呈現出與醫療業務人員績效表現有顯著影響，其中又以內在動機略高於外在動機，可以證明該企業如果優先提升內在動機，不僅可以藉此克服挑戰更可能引起工作興趣，並且建立循環，可以有較佳的績效表現。簡而言之，內在動機的增強，有助於醫療業務人員尋求挑戰和克服挑戰，提高自我表現。

The purpose of this study is to apply AMO theory to explore and conclude what kind of the key factors will influence the performance of Pharmaceutical Sales Representative, which could be a guideline for the Pharmaceutical Sales Representative’s future training courses planning. The research method is questionnaire survey and analysis; the target audiences include the first-line sales representatives, first-line sales manager and their supervisors. A total of 79 questionnaires were sent, 69 valid questionnaires were collected, and the response rate is 87.34%. As a result of the descriptive statistics, variance analysis, correlation analysis and regression analysis, the main conclusions are as follows: (1) The intrinsic and extrinsic motivations of medical sales staffs have a positive impact on their performance; (2) Education levels make the differences on Pharmaceutical Sales Representative’s intrinsic and extrinsic motivations; (3) Gender is also the key factor caused the performance differences. The results of the study found that there was a significant difference in the Pharmaceutical Sales Representative’s performance in terms of the “intrinsic and extrinsic motivation”, and the intrinsic motivation was slightly higher than the extrinsic motivation. It can be proved that if the enterprise prioritizes the intrinsic motivation, the Pharmaceutical Sales Representatives will be more likely to overcome the challenges, increase their interest of work, and eventually a positive cycle of pursuing better performance will be established. In short, the enhancement of intrinsic motivation induces medical sales staffs to seek for challenges, overcome the challenges and demonstrate the best of themselves.