臺灣博碩士論文加值系統

SynbioTech是世界一流的益生菌生產商，專門研究益生菌及其應用。作為一間具有巨大潛力的公司，它涵蓋了許多國外市場，但有一些市場尚未涵蓋。俄羅斯是一個擁有吸引力市場的國家，對未進入過俄羅斯市場的公司提供了大量機會和挑戰。本研究為SynbioTech和其他台灣公司提供了解有關俄羅斯市場的幫助和補充信息。研究人員通過SynbioTech的產品幫助確定初始市場的進入模式和潛在產品消費者。本研究旨在開發一種擴展的計劃行為理論（TPB）研究模型，以預測消費者對運動食品的購買意願，收集了55名俄羅斯受訪者的數據。電子商務被確定為初始市場進入的有效替代方案。根據俄羅斯低水平的健康生活方式，運動員被確定為目標市場。研究結果指出消費者的態度是他們對運動補品意圖的主要預測因素。主觀規範是形成消費者意圖的第二重要預測指標。有趣的是，這項研究表明，主觀行為控制並不是意圖和行為的重要預測指標。目前的研究表明，文獻中提出的TPB可能不適用於預測消費者對運動營養消費意願和行為。這些研究結果為運動食品提供了重要的見解並且為營養食品製造商提供了有用的建議，對任何銷售營養食品的公司適用於此研究的行銷通路和建議。

SynbioTech is a world-class probiotic manufacturer specializing in research on probiotics and their applications. As company with big potential, it covered numbers of foreign market, but some of markets it is not covering yet. Russia is country with attractive market, which provides big amount of opportunities and challenges for new movers. This study provides assistance and additional information for SynbioTech and other Taiwanese company in whole about Russian market. Researcher helps to identify initial market entry mode and potential consumer for product by SynbioTech. This study aims to develop an extended Theory of Planned Behavior (TPB) research model, to predict consumers’ purchase intention to sport supplements. A total of 55 respondents collected in Russia as data input. E-commerce was identified as efficient alternative for initial market entry. According to low level of healthy life style in Russia, athletes was identified as target market. The results of research indicate that consumers’ attitude was the main predictor of their intention to consume sport supplements. Subjective norms was the second important predictor of formation consumers’ intention. Interestingly, this research showed that perceived behavioral control was not significant predictor of intention and behavior in general. Present study states that the TPB as presented in the literature might not be applicable to predict consumers’ sport nutrition consumption intention and behavior in whole. These findings provide important insights for sport supplement and useful recommendations for dietary supplement manufacturers, marketing channels and suggestions to any company which apply itself to selling dietary supplement business.

TABLE OF CONTENTS
摘要……………………………………………………………………………...……….………..i
Abstract………………………………………………………………………….……….………..ii
Acknowledgments……………………………………………………..………….……………...iii
Table of contents……………………………………………………………………….…………iv
List of tables……………………………………………………………………………………..vii
List of figures……………………………………………………………………….…………...viii

CHAPTER I: INTRODUCTION………………………………………………….…..……....1
1 Introduction ……………………………………………………………………….….………..1
2 Statement of the problem ………………………………….………………….………..……...1
3 Purpose of the study ………………………………….…………………….……..……..…….2
4 Theoretical framework ………………………………….………………...…………..……….3
5 Significance of the study ………………………………….…………………………..……….3
6 Organization of the study.……………..………..……………..………..……………..……….4
7 Research objectives and questions.……………..………..……………..………..…………….4
7.1 Research objectives.……………..………..……………..………..……………..………...4
7.2 Research questions.……………..………..……………..………..……………..…………4
CHAPTER II: OBSERVATION OF STUDIES……………………………….…..……........6
1 Target company - Synbio Tech..……………..………..……………..………..……………….6
2 Target country – Russia.……………..………..……………..………..……………..……..….6
2.1 General Facts.……………..………..……………..………..……………..…………..…..6
2.2 Taiwan – Russia economic relations.……………..………..……………..………..……..7
3 E-commerce in Russia.……………..………..……………..………..……………..…..……...7
3.1 Growth and development E-commerce in Russia.……………..………..………..………7
3.2 Russian E-consumer buying behavior.……………..………..……………..………....…..13
4 Health and physical culture development in Russia.……………..………..…………..…..…..14
4.1 Healthy life style and sport in Russia.……………..………..……………..………..…….14
5 Probiotics as sport supplement and its role in human life.……………..………..………..…...16
5.1 Dietary supplements.……………..………..………………………………………..…….17
5.2 Probiotics and dietary supplements.………………..……………..………..…………......17
5.3 Probiotics by Synbio Tech..……………..………..……………..………..………….........18
5.4 Probiotics market in Russia.……………..………..……………..………..………..……..19
6 Dietary supplements and sport nutrition in Russia.……………..………..……………………20
6.1 Market size.……………..………..……………..………..……………..……………..…..20
6.2 Consumption and buying behavior towards dietary supplements.………………........…..22
CHAPTER III: REVIEW OF THE LITERATURE …………….………………....………..24
1 Literature review………………………………………..…………………..………….………24
1.1 Theory of Planned Behavior……………………..…………………..………….…………25
1.2 Health and Sport in Russia……………………..…………………..………….….......……25
1.3 E-commerce in Russia……………………..…………………..………….……………….26
1.4 Attitude, Subjective Norm, and Perceived Behavioral Control as Indicators for Nurse Educators’ Intention to Use Critical Thinking Teaching Strategies: Structural Equation Model Analysis……………………..…………………..………….……………………………………26
CHAPTER IV: METHODOLOGY ……………….……….…….…...……………..………..28
1 Research approach……………....………………..………………………………………........28
2 Choosing participants……………………………..…………...……………..………..….……29
3 Designing questionnaire……………………………..……………………………………..…..29
4 Methods of collecting data.……………..………...……………..………..……………..…..…37
5 Reliability and validity.……………..………...……………..………..……………..…………38
6 Hypotheses.……………..………...……………..………..……………..………..…....………39
7 Data analysis.…………..……………....……………..………..……………..………..………39
8 Research instruments.……………..……….....……………..………..……………..…………40
CHAPTER V: RESULTS...….…………...………...……………..………..………..…...……43
1 Descriptive analysis……………………...………………………………………..…...………43
2 Scale reliability…………………………………………………………...….……………...…44
3 Validity test…………………………….……………………..…...…..……………...…..……44
4 Hypothesis testing……………………………….………….......…..……………….....………47
4.1 Attitude, Control and Subjective norms to Intention.……………….…………..……...…47
4.2 Intention and Control to Behavior…...……..……………..………..……………..………48
5 Mediation test.……………..………..……………..………..……………..………………...…50
5.1 Attitude.……………..………..……………..………..…………………………...………50
5.2 Subjective Norms..…………………..……...……..………..……………..………..……..52
CHAPTER VI: CONCLUSIONS AND RECOMMENDATIONS …….……………..….…56
1 Summary.……………..………..……………..………..……………..…………………….….56
1.1 Question 1.……………..………..……………..………..……………..………………….56
1.2 Question 2.……………..………..……………..………..……………..………………….56
1.3 Question 3.……………..………..……………..………..……………..…………….……57
1.4 Question 4.……………..………..……………..………..……………..…………….……57
2 Discussion.……………..………..……………..………..……………..………………………57
3 Conclusion.……………..………..……………..………..……………..…………………...…58
4 Research limitations.…………..………..……………..………..……………………..…….…59
5 Recommendations.……………..……..…………..………..…………………….…..…...……60
6 Future research.……………..………..……………..………..………………….……………..60
References…………………………………………………………………………...…………...61
Appendix……………………………..…………………………………………………………..64

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