| 摘要: | 美國蓋洛普機構2006年最新統計，藥師評價雖排名第二，卻創下歷年藥師記錄的新高，可見在美國社會中藥師擁有極高的形象，深受大眾的信任與尊敬，甚至是超越醫師。在國內，由於傳統醫藥發展的背景，以及醫療體系以醫師為獨尊，使得民眾長期對藥師的形象模糊不明，並且缺乏藥師角色與功能之認知。因此，本研究試圖釐清國內民眾如何建構藥師形象，並且尋找影響藥師形象之因素。無論國內外，藥師的功能越行重要，且與民眾的關係密切，是故，民眾對於藥師角色的接受度，以及藥師在民眾心目中的形象將會影響到其專業功能發揮的程度，所以深入瞭解並改善民眾對於藥師形象之認知，將有助於提升藥師的專業地位，使其發揮真正的專業能力。
本研究以專業形象、商業形象來建構藥師形象，假設個人特質、醫藥經驗、其他因素、民眾與藥師溝通為影響民眾對藥師形象認知之因素；其中，又假設個人特質、醫藥經驗、其他因素三者會影響民眾與藥師溝通。本研究採用量化問卷研究，以電話調查方式蒐集資料，受訪對象為台北縣市18歲以上居民，有效受訪者共計579位。
研究結果顯示，若有藥物問題，有三分之二的受訪者（67.0%）最常詢問醫師，而最常詢問藥師的比例僅有14.2%；有高達三分之ㄧ的受訪者（34.5%）表示從來不能分辨藥局內藥師與非藥師人員；在稱呼藥師的方面，不到四分之ㄧ的受訪者（22.5%）會直接以「藥師」稱呼，顯示民眾對於藥師角色之認知多為模糊不明。而民眾與社區藥師溝通情況明顯比醫院藥師來得良好，但整體來說，民眾與藥師溝通情況仍需加強；藥師專業形象以醫院藥師最高，社區藥師則最低；商業形象則是相反。如同研究架構，個人特質、醫藥經驗、其他因素、民眾與藥師溝通四項因素對藥師形象皆有顯著影響，並且民眾與藥師溝通對於藥師形象之影響最為大，當民眾與藥師溝通情況越良好，藥師專業形象就越高，商業形象則越低，而且對專業形象的影響比商業形象來得多。
民眾心中的藥師形象混合專業形象與商業形象，並且因為不同類型的藥師而產生差異。因此，藥師於執業過程中必須展現專業特質，避免出現負面形象的行為，並且建議藥師團體建構出明確且正面的藥師形象，加強對社會大眾的宣導，以利藥師專業地位及形象之發展。
According to the Gallup organization latest statistics in 2006, the public evaluation to pharmacists sets a new record, although ranking the second. It is obvious that pharmacists own very high image in the American society, be subjected to the public trust and respect deeply, even are superior to physicians. However, at home, the background developed due to the traditional medicine and the medical system that is regarded physicians as only make the public image to pharmacists fuzzy, and the public lack of the perception of the pharmacists' role and function over a long period of time. Therefore, this research attempts to distinguish how domestic public construct the pharmacists' image and looks for the factors influence the pharmacists' image. No matter at home and abroad, the pharmacists' function goes more important, and relationship with people closes. Furthermore, the public acceptance of the pharmacists' role and the public image to pharmacists will influence its professional function to develop. Therefore, understand in depth and improve the public perception of the pharmacists' image will contribute to improving the pharmacist's professional status. And then make pharmacists developing real professional ability.
This research constructs the pharmacists' image with professional image and market image. Moreover, we suppose personal characteristic, medicine experience, other factors, and public-pharmacists communication are factors to influence the public perception of the pharmacists' image. Among them, personal characteristic, medicine experience, and other factors will influence public-pharmacists communication. This research adopts quantity questionnaire, and collects data by telephone survey. Subjects in this research are residents over 18 years of age in Taipei area. Total 579 effective questionnaires are collected.
Study result shows if there is medicine problem, 2/3 interviewees (67.0%) often inquiring a doctor most, while only 14.2% often inquiring a pharmacist most. Up to 1/3 interviewee (34.5%) indicates they can never distinguish pharmacists from others inside the pharmacy. No more than 1/4 interviewee (22.5%) will call by pharmacists directly. It means the public acceptance of the pharmacists' role fuzzy. And public-community pharmacists communication is obviously better than public-hospital pharmacists. But whole to say, public-pharmacists communication is still need to be strengthened. In the pharmacists' professional image aspect, hospital pharmacists are the highest, and community pharmacists are the lowest. But in the pharmacists' market image aspect are contrary. As study structure, personal characteristic, medicine experience, other factors, and public-pharmacists communication are factors to significantly influence the public perception of the pharmacists' image. And the influence of public-pharmacists communication is the most. When public-pharmacists communication more good, the pharmacists' professional image more high; while the pharmacists' market image more low. And the influences to professional image are more than market image.
The public image to pharmacists mix professional image and market image, and produce difference because of different types of pharmacists. Therefore, pharmacists must represent professional characteristics in the process of practice, avoid the behavior of negative image, and propose pharmacists' group constructs explicit and positive pharmacists' image and strengthens to guide the public, for beneficial to development of pharmacists' professional position and image. |
