臺灣博碩士論文加值系統

台灣民眾的生活水平已經普遍提升，追求健康和養生的觀念也趨成熟，因此保健產品的市場逐年成長。當消費觀念成熟、資訊充裕時，自然形成消費者逐漸主導市場的趨勢。保健產品供應業者在此環境，同時面對市場的激烈競爭，唯有提供適切的服務與適當的產品，才能有利市場經營。而店家的銷售經營在於提供產品以及服務，成功的銷售才有實質效益。因此，如何建立消費者的購買意圖，以及增加重複購買次數，長期維持彼此的關係，才能有效營運經營。
本研究探討銷售人員的口碑推薦因變數，對於產品劑型、口感、品牌、售價、廣告等自變項與消費者購買意圖的關係。以台灣全省中醫診所、中藥房通路的消費者為對象，研究範圍涵蓋台北市、大台中都會區，以及新竹縣（市）、彰化縣（市）、南投縣（市）、雲林縣（市）、嘉義縣（市）等非都會區，共七大縣市。
本研究篩選調查21家中醫診所、32家中藥店共53家，問卷委託各店家銷售人員直接提供來店消費者填寫，共發放560份，回收有效問卷540份，研究結果顯示：
(一) 產品劑型對消費者購買意圖，有正向影響。
(二) 產品品牌對消費者購買意圖，有正向顯著影響。
(三) 產品口感對消費者購買意圖，有正向影響。
(四) 產品售價對消費者購買意圖，有正向顯著影響。
(五) 產品療效對消費者購買意圖，有正向顯著影響。
(六) 銷售人員口碑推薦產品對消費者購買意圖，有正向顯著影響。

The standard of living and life style in Taiwan nowadays are almost the same or ever higher than advanced western countries, such as United State of America, United Kingdom, Switzerland and so forth. Thus, the demand of health foods is dramatically increased in Taiwan these years. In addition, the growing elder population and concept of preserve one’s health assist to intensify the positively growing trend of health food market in Taiwan. It is observed that consumers will gradually guide or influence the trend of market due to maturation of consumption patterns, which is even more common when consumers have adequate information.
Confronting such consumer dominant circumstance, the only way that healthy food suppliers and retailers could survive from keen competition between global competitors in the twenty first century is to not only providing high quality products but also appropriated service based on the fact that the key factor of substantial growth is successfully selling satisfied goods to end users. Thus, it is of great importance to learn how to promote customer buying motive and increase purchasing frequency in order to successfully establish long term relationship between consumers, retailers and suppliers, which in term will assure efficient and fruitful performance for retailers and suppliers.
In this study, we choose customers from TCM clinics and TCM pharmacies in Taiwan as our survey targets. There are two metropolitan and five non-metropolitan areas covered. More specifically, pre-selected TCM clinics and TCM pharmacies in Taipei City, Taichung City, Hsinchu County (City), Changhua County (City), Nantou County (City), Yunlin County (City), Chiayi County (City), are included in this study. In addition, six independent variables including product type, brand, taste/flavor, price, advertising, efficacy and one dependent variable, recommendation by salesperson, are utilized to investigate the influence of above mentioned variables on customer buying motive.
We send out five hundred and sixty questionnaires and receive five hundred forty valid questionnaires in current study. Questionnaires are answered by customers from pre-selected twenty one TCM Clinics and thirty two TCM pharmacies. In addition, questionnaires are provided to customers via salespeople in above mentioned TCM clinics and/or pharmacies. Results of current study are descried as following:

(一) Product type has positive influence on consumer buying motive.
(二) Product brand has pronounced positive influence on consumer buying motive.
(三) Product taste/flavor has positive influence on consumer buying motive.
(四) Product price has pronounced positive influence on consumer buying motive.
(五) Product efficacy has pronounced positive influence on consumer buying motive
(六) Product recommendation by salesperson has pronounced positive influence on consumer buying motive

目錄
摘要 V
Abstract VI
銘謝 VIII
第壹章 緒論………………………………………………………………... 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究流程 3
第貳章 文獻探討 4
第一節 購買意圖 4
第二節 口碑 4
第三節 品牌印象 4
第四節 廣告效果的相關理論 5
第五節 非處方藥 6
第六節 保健食品 7
第参章 研究方法 8
第一節 研究架構與假說 8
第二節 研究問卷設計 8
第一部份：產品與行銷資訊 8
第二部份：消費者資訊 9
第三節 抽樣方法及樣本分析 10
第肆章 資料分析 13
第一節 研究樣本與變項分析 13
第二節 信度分析 19
第三節 研究實證結果評估 20
第伍章 結論與分析 28
第一節 討論 28
第二節 研究限制 29
第三節 未來研究方向 30
參考文獻 31
中文部分 31
英文部分 32
附錄 35
附錄一 問卷 35
附錄二 台灣中醫院所家數統計表 37
附錄三 台灣中藥廠商家數統計表 39


表目錄
表 2-5- 1 國內外廣告表現方式 5
表 3-3- 1 問卷量表調查項目 9
表3-4- 1 「中醫藥市場銷售話術影響評估」回收統計表 12
表4-1- 1 研究樣本基本資料統計表 14
表4-1- 2 藥劑型態對購買意圖影響分析表 16
表4-1- 3 品牌對購買意圖影響分析表 16
表4-1- 4 口感對購買意圖影響分析表 16
表4-1- 5 價格對購買意圖影響分析表 17
表4-1- 6 療效對購買意圖影響分析表 17
表4-1- 7 品牌會覺得有保障分析表 18
表4-1- 8 非知名品牌會減少購買意圖分析表 18
表4-1- 9 專業人士對購買意圖影響分析表 18
表4-2- 1 基本統計量表 20
表4-2- 2 單一T檢定表 20
表4-3- 1 中醫診所購買意圖分析表 21
表4-3- 2 中藥房購買意圖分析表 22
表4-3- 3 中醫診所中藥房男女性別購買意圖分析比較表 23
表4-3- 4 不同職業購買意圖分析比較表 24
表4-3- 5 不同收入購買意圖分析比較表 25
表4-3- 6 不同預算購買意圖分析比較表 26
表4-3- 7 不同縣市購買意圖分析比較表 27

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