臺灣博碩士論文加值系統

　　在健康意識抬頭、消費者自我保健需求增強的今日，保健食品已愈來愈受到重視，然而保健食品的市場競爭相當激烈，如何讓產品受到消費者的青睞，並讓消費者覺得有價值，且願意再次購買，是企業努力追求的目標。信任是維持長期交換關係的關鍵要素，它是一種複雜的觀念與過程，可分為認知信任與情感信任，但是過去研究卻較少探討認知信任與情感信任對於知覺價值及再購買意願之影響。
　　本研究以曾購買過保健食品的消費者為研究對象，進行問卷調查，以探討消費者認知信任與情感信任對於知覺價值及再購買意願之影響，以及驗證知覺價值對於信任及再購買意願之中介效果；同時也探討行銷組合對於消費者認知信任及情感信任程度之影響。
　　分析結果如下：（1）產品組合愈佳，愈有助於提昇消費者之認知信任與情感信任；（2）消費者之認知信任程度愈高，愈有助於提昇情感信任；（3）消費者之認知信任與情感信任程度愈高，愈有助於對產品知覺價值之提昇；（4）消費者之知覺價值程度愈高，愈有助於增加再購買意願；（5）消費者之認知信任與情感信任會透過知覺價值提昇而增加再購買意願。建議業者可強化行銷組合以增加消費者的認知信任與情感信任，以提昇其知覺價值，而增加再購買意願。

　As the consumers become more concerned about their health, and their demand for individual healthcare increases, health food becomes valuable and popular. However, competition in the health food market has also become more intense. Thus, it has become an important goal for enterprises to search for ways to attract the consumers’ attention, to make them feel the product is valuable, and feel willing to repurchase the product. Among all, trust is a key factor in maintaining the long-term exchange relations between consumers and enterprises, and it is a complex idea and process. Trust can be divided into cognitive trust and affective trust; however, comparatively little research has been done in the past about the influence of cognitive and affective trust on perceived value and repurchase intention.
　Therefore, the aim of the study is to examine the influence of consumer’s cognitive trust and affective trust on perceived value and repurchase intention, and the mediated effect of perceived value on trust and repurchase intention. This research takes consumers who have once purchased health food as the subject of study and conducts a questionnaire survey among them. It also examines the influence of marketing mix on consumer’s cognitive trust and affective trust.
　The results are as follows: (1) the better the product mix is, the more conducive it becomes to enhance consumer’s cognitive trust and affective trust; (2) the more cognitive trust the consumers have for the products, the more affective trust is generated; (3) the more cognitive and affective trust the consumers have for the products, the more perceived value arises; (4) the higher degree of consumers’ perceived value is conducive to arouse their repurchase intention; (5) the consumers’ cognitive trust and affective trust can reinforce their repurchase intention via rising perceived value. We recommend the entrepreneur to strengthen the marketing mix to increase consumers’ cognitive trust and affective trust, and therefore promote their perceived value and increase their repurchase intention.

表次
圖次

第 壹 章 緒論
第 一 節 研究背景與動機
第 二 節 研究目的
第 三 節 研究流程

第 貳 章 文獻探討
第 一 節 保健食品之定義及產業現況
第 二 節 保健食品之消費行為
第 三 節 保健食品之行銷組合策略
第 四 節 消費者之認知信任與情感信任
第 五 節 消費者之知覺價值與再購買意願

第 參 章 研究方法
第 一 節 研究架構
第 二 節 研究假設
第 三 節 衡量變數與操作性定義
第 四 節 抽樣對象與抽樣方法
第 五 節 資料分析方法

第 肆 章 實證結果
第 一 節 效度與信度檢定
第 二 節 敘述性統計
第 三 節 行銷組合對認知信任與情感信任之驗證
第 四 節 認知信任與情感信任對知覺價值與再購買意願之驗證
第 五 節 知覺價值之中介效果驗證
第 六 節 各項研究假設檢驗之彙總

第 伍 章 結論與建議
第 一 節 研究結論
第 二 節 對企業經營管理之策略建議
第 三 節 研究限制與後續研究建議

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