當病患以健保給付用藥時，醫師是藥品選擇的最主要決策者。以往對藥品用藥決策因素的探討，及藥品行銷策略的研究，均以醫師為研究重心。但當病患自費購藥時，影響病患決策的因素和醫師用藥決策因素未必仍然相同，為探討影響病患自費購藥的行為，即為本研究之主要目的。本研究以葡萄糖胺類藥品為例，以統計推論方法，探討病患自費購買處方藥品的決策因素。研究結果發現，影響病患購藥決策的主要因素有六項：依判別參數值大小依次為「醫師建議」「親友建議」「媒體報導」「廣告」「保養」「曾以健保給付服用過，效果佳，但停藥後仍疼痛」（藥物使用效果）等。此結果和醫師處方藥品時所考慮的重要因素：「藥品安全及有效性，用藥方便性，藥品成本，藥商的服務及信賴度」有所差異。

Subject to the policy of Bureau of National Health Insurance, doctors are mainly the decision makers of prescription medicine. They have hence been targets of most research focusing on decisive factors of using prescription medicine and marketing strategies of medication. Nonetheless, once patients decide to purchase self-paid medicine, what will be the factors they consider and are those the same with the doctor's? The purpose of this thesis is to analyze the factors of self-paid medicine targeting on the purchase of Glucosamine through the statistical methodology of DEA-DA (Data Envelopment Analysis-Discriminant Analysis) by which a predictive model is set up.We have found that in this research, there are six decisive factors which affect self-paid medicine purchasers. The order of the discriminant parameter is as following: doctor's recommendations, relative and friend's recommendations, the media, advertisements, health care and medication efficacy. The results are fairly different from those of doctor's consideration based on the medicine's safety, efficacy, convenience, economy and the pharmacist's service and reliability.