臺灣博碩士論文加值系統

近年來本國國民無論成年或青少年的吸菸率依舊高居不下，菸品對國人健康的影響甚大，除了導致癌症、肺部疾病及心臟血管疾病外，連帶治療疾病所產生的衛生財政負擔，也日趨嚴重。雖然國內已有相當多針對青少年菸品使用之研究，不過大部分皆是從公衛、醫學、心理等層面探討，甚少對菸品的消費行為進行研究；購買菸品行為是一個相當複雜的行為，許多的變項皆會影響吸菸行為，因此本研究將建構『菸品消費行為決策模型』，並發展出一『台灣地區菸品消費者行為量表』以解釋台灣地區菸品的消費者行為，進而擬定有效的菸害防制辦法。
本研究除了進行文獻歸納法外，並以兩階段的焦點群體訪談、Pilot Study來確認調查工具，採取配額抽樣方式，實地面訪於北、中、南三地，共203位菸品消費者，再將資料進行結構方程模式之分析，研究結果顯示，外衍變項『搜尋傾向』的影響，明顯大於『對廣告的喜愛』，內衍變項則是『品牌忠誠度』的影響最顯著，若要降低消費者『重複購買』的行為，必須從此二因子著手。在模型分析結果方面，分析結果顯示，本研究之『第三階段修正模型』之模型適合度，其結構模型與測量模型，均達到相當高的水準，顯示本研究所發展之模型及量表，將能有效的解釋台灣地區菸品的消費者行為，由本研究的理論及系統性的分析，將可清楚瞭解菸品的消費趨勢與決策行為，更可做為日後推動菸害防制或菸品廠商行銷策略之重要參考。

目錄
第一章 序論 - 7 -
第一節 研究背景 - 7 -
第二節 研究動機 - 8 -
第三節 研究目的 - 10 -
第四節 研究流程與步驟 - 10 -
第二章 文獻探討與理論模型 - 13 -
第一節 菸品之相關文獻 - 13 -
第二節 菸品消費者行為之相關研究 - 14 -
第三節 研究變數之探討 - 15 -
第四節 理論模型 - 18 -
第五節 研究假設 - 22 -
第三章 研究方法 - 27 -
第一節 研究設計與過程 - 27 -
第二節 分析方法 - 37 -
第四章 研究結果 - 46 -
第一節 樣本結構分析 - 46 -
第二節 信度分析 - 48 -
第三節 進行資料檢視 - 49 -
第四節 結構方程模式之分析 - 51 -
第五章 結論 - 74 -
第一節 研究結論與建議 - 74 -
第二節 研究限制與未來方向 - 77 -
Reference - 78 -
附錄 - 88 -

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網頁部分
1.溫啟邦，以實證為基礎之菸害白皮書計劃，http://www.nhri.org.tw/nhri_org/mp/02_mission_project/project/90_06.htm
2.財團法人董氏基金會，
http://www.jtf.org.tw/JTF03/03-01.asp
3.蔡憶文，評估菸品健康福利捐政策之效果研究計畫，http://www.nhri.org.tw/nhri_org/mp/02_mission_project/project/90_02.htm