臺灣博碩士論文加值系統

生技產業的變遷迅速與蓬勃發展，在全球的熱潮中急起直追，生技保健食品在國內外也已都是相當受到重視和普及的產品，近年來我國投入生技業的傳統食品公司也與日俱增。雖然生物科技興起，許多消費者仍對這個技術範疇不甚瞭解，有許多研究顯示，消費者會藉由廣告增加對廠商的信任感，並且消弭對生技產品的知覺風險(Sinclair & Irani 2005)。廣告也可以改變消費者習慣及觀念，因為廣告不只能傳播產品或服務的新訊息，更能引導及鼓勵消費者去嘗試使用新產品或服務，影響消費者的日常生活作息及其對事物的看法。所以廣告如何影響消費者選擇生技保健食品是一個值得研究探討的課題。
本研究旨在討論廣告對於消費者購買生技保健食品意願的影響力。根據文獻的探討，本研究發展出以廣告代言人特性、品牌聲譽、廣告論述強度以及消費者購買意願等為變數的研究架構，以準實驗設計，在生技保健食品的範圍下，以蜆精為研究產品，針對中原大學的六百多位大學生為研究對象，來探討消費者的購買意願。
研究結果顯示，廣告代言人特性、品牌聲譽以及消費者產品知識會顯著地影響消費者購買意願，且代言人專業度的影響力會顯著於其他變數，消費者產品知識也會干擾消費者受到代言人專業度廣告的影響，產品知識越低者越容易受代言人高專業度廣告的影響，使購買意願增加。
藉由本研究的結果，可以在生技保健食品的廣告方面提供理論和實務的策略見解，期許對學界與業界有所貢獻。

Biotech industry has been progressing and developing rapidly that it brings a global upsurge. In this process, people have been placing more importance on biotech health foods as they popularize worldwide. Traditional food companies in Taiwan also discovered the trend and have started to transform themselves to invest in the biotech industry. Nevertheless, while there is “biotech fever”, many consumers know little about this industry.
Studies show that consumers build up their confidence in manufacturers as well as smooth away their perceived risk (Sinclair & Irani 2005) by seeing commercial advertisements. Not only do commercial ads disseminate information of new products or services, but also they induce consumers to give a trial to new products, which may affect consumers’ consumption habits and perceptions toward the products. Thus, the influence of commercial ads toward biotech health food may be an issue that worth discussing.
This research is an effort to study the influence of biotech health food advertisement on consumer purchase intention. In this research, the following variables developed from previous studies have been used as its conceptual framework: endorser characteristic, brand reputation, consumer product knowledge, and consumer purchase intention. Taking biotech health food as its general topic, this research has specified the Clam Extraction as a typical product. The objectives are directed at the six hundred undergraduate.
The result of the study described that endorser characteristic, brand reputation and consumer product knowledge will affect consumer purchase intention significantly. Consumer product knowledge will interfere the effect of endorser expertise advertisement on consumer purchase intention.
With the results of this research, these were expected to offer several theoretical and practical views to biotech industry and academia.

目 錄 I
表目錄 III
圖目錄 IV
第一章　緒論 1
第一節　研究背景與動機 1
第二節　研究目的 5
第三節　研究範圍 6
第二章　文獻探討 9
第一節　廣告設計 9
第二節　代言人特性之相關文獻探討 9
第三節　廣告論述強度之相關文獻探討 12
第四節　品牌聲譽之相關文獻探討 13
第五節　消費者產品知識之相關文獻探討 15
第六節　購買意願之相關文獻探討 18
第三章　研究架構與方法 19
第一節　觀念架構 19
第二節　研究假設 19
第三節　變數定義與衡量 20
第四節　研究分析與準實驗設計 22
第四章　資料分析與結果 28
第一節　樣本之基本特性分析 28
第二節　人口統計變數之分析結果 29
第三節　自變數與干擾變數之變異數分析結果 33
第四節　自變數間之交互分析 35
第五節　自變數與干擾變數之交互分析 37
第五章　結論與建議 41
第一節　研究結果與結論 41
第二節　研究貢獻與建議 47
第三節　研究限制 52
第四節　後續研究建議 53
中文參考文獻 57
英文參考文獻 59
附錄一 65
附錄二 66

表目錄
表3-1　自變數定義與衡量方式 20
表3-2　干擾變數定義與衡量方式 21
表3-3　應變數定義與衡量方式 22
表3-4　樣本之性別分配表 24
表3-5　問卷回收狀況 25
表3-6　樣本之年齡分配表 25
表3-7　樣本之級別分配表 25
表3-8　十六版問卷回收狀況 26
表3-9　產品知識分群狀況 27
表3-10　是否食用過的樣本分群狀況 27
表4-1　樣本人口統計變數分佈綜合量表 28
表4-2　性別對消費者購買意願的變異數分析 29
表4-3　年齡對消費者購買意願的變異數分析 30
表4-4　年級對消費者購買意願的變異數分析 30
表4-5　年級變數之事後檢定 30
表4-6　學院別對消費者購買意願的變異數分析 31
表4-7　是否食用過蜆精對消費者購買意願的變異數分析 31
表4-8　「年級」與「是否食用過蜆精」的統計分析 32
表4-9　「年級」與「是否食用過」的卡方分析 33
表4-10　自變數與干擾變數之分析結果 34
表4-11　自變數間之交互分析結果 36
表4-12　代言人專業度與吸引力事後檢定分析結果 36
表4-13　自變數與干擾變數之交互分析結果 37
表4-14　年級與消費者產品知識之統計分析結果 39
表5-1　本研究之假設檢定結果彙總 41



圖目錄
圖1-1　全球生技產業歷年總募資金額 1
圖1-2　2004年我國生技產業的產值 3
圖1-3　我國生技產業之範疇 6
圖3-1　本研究觀念架構 19
圖4-1　代言人專業度與消費者產品知識對購買意願交互作用圖 38

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Milton, S. F.著，蔡恪森譯（1977），廣告文案研究，聯經出版事業公司

王世晞（2003），製藥產業之演進、現況、與趨勢，國立台灣大學商學研究所碩士論文

王天鴻（2003），生技產業之行銷研究－以L醫療檢驗公司為例，國立中山大學管理學院碩士論文

呂冠瑩（2002），廣告學（第二版），新文京開發出版有限公司

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洪景原（2003），生技公司營運特性、組織能力及營運績效之關聯性研究，國立成功大學企業管理研究所碩士論文

馬其瑞（2003），國內醫師選擇保健食品之行為研究，國立成功大學管理學院碩士論文

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郭春暉（2003），建構台灣生技產業群聚競爭優勢之研究，國立中山大學管理學院碩士論文

楊國隆（2003），生物科技產業技術鑑價之研究，國立中山大學管理學院碩士論文

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