Factors Affecting the Physician/Doctor Prescription Decision, the Moderating Role of Cost-Benefit Ratio

Abstract

Purpose

This study aims to examine the factors influencing physician prescription behavior, which has been a topic of ongoing debate.

Methods

The study focuses on the perspectives of both medical representatives (MRs) and physicians and uses a "dyad" unit of analysis by collecting data from both groups. The study employs the concepts of drug information mavenism behavior (DIMB) of MRs and physicians' cost-benefit ratio (CBR) to investigate the relationship between MR effectiveness and physician prescription decision. The study uses SPSS and Process Hayes to conduct a moderated mediation analysis.

Findings

The results suggest that there is a positive correlation between DIMB and MR effectiveness, and that CBR plays a moderating role in the relationship between MR effectiveness and physician prescription decision. This study offers new insights into the role of DIMB and the importance of cost-benefit considerations in the prescription behavior of physicians and has implications for both research and practice in the healthcare industry.