根據行政院衛生福利部的統計，癌症位居台灣的十大死因第一位，各種癌症不同的分期，有不同的預後和不同的治療，主要的治療可分為手術、電療、化療、免疫和標靶治療這幾大類。標靶藥物即專一作用在腫瘤生長相關的“標靶”來抑制腫瘤。本研究架構以Ajzen(1991)的計畫行爲理論(Theory of Planned Behavior;TPB)為基礎，探討行為意向、行為態度、主觀規範和知覺行為控制對病人選用標靶藥物治療癌病購買意願的因素分析。
本研究方法，首先收集問卷調查資料，實際發放230份問卷，回收218份問卷，問卷回收率為87.2%。.本研究採用SPSS 22.0統計分析軟體進行統計分析，使用的資料分析方法包含敘述性統計、信度分析、效度分析、相關分析及羅吉斯迴歸分析。
研究結果顯示:
(1) 在題號D1「當我有需要接受癌症治療時，癌症標靶藥物會作為優先考量。」有顯著差異(p＜0.05)。
(2) 在題號F6「家庭年收入（新台幣）：100萬以下、101-200萬、201萬以上。」有顯著差異(p＜0.05)。

This study framework was based on the Theory of Planned Behavior (TPB) developed by Icek Ajzen (1985, 1991), Behavior analysis was carried out to investigate attitude towards behavior, subjective norm, perceived behavioral control and behavior intention of patients than chose targeted drugs. We delivered and collected the questionnaire. Total of 218 copies were effective and were included for final analysis, with an effective returned rate of 87.2%. The SPSS 22.0 edition was used for statistics analysis and builds the Logistic Regression Model. Most of our patient on the survey have early cancer, get married, decide the treatment plan by themselves, have family income less than 1 million, no experience of targeted drugs and have private health insurance. Logistic Regression Model was built and only No. D1 (If I need cancer treatment, I will choice targeted drugs firstly.) and No. F6 (Family income) showed significant differences on the statements. The study shows that family income and behavioral intention will influence patient to choice targeted drugs for cancer treatment.

一、 中文
1. 衛生福利部
http://www.mohw.gov.tw/CHT/Ministry/
2. 癌症希望基金會
http://www.ecancer.org.tw/Default.aspx
3. 國家衛生研究院出版品—臨床試驗病患教育手冊
http://sars.nhri.org.tw/publish/
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5. 游丈樟、呂錦聰(2009)，癌症之標靶治療 藥學雜誌第25卷第2期，頁125-130
6. 余泰魁、吳桂森與李能慧(2005)，我國技職體系學生MP3使用行為模式之研究，資訊管理學報，第12卷第3期，頁189-222。
7. 吳萬益(2011)，企業研究方法，台北：華泰文化事業。
8. 徐茂洲、潘豐泉與黃茜梅(2011)，綠島水域運動觀光客之行為研究：計畫性行為理論驗證，臺灣體育運動管理學報，第11卷第2期，頁85-107。
9. 張師穎與林蕙瑛(2009)，員工尋求諮商意圖之初探：以計畫行為理論為架構，應用心理研究，第43期，頁63-98。
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12. 顏世冠、徐茂洲與潘豐泉(2012)，以計畫行為理論驗證墾丁地區水域運動觀光客行為意圖之研究，International Journal of Lisrel，第5卷第2期，頁1-32。
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二、 英文
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