臺灣博碩士論文加值系統

由於過去十年國家高值化的產業培育計畫，使民眾的健康意識日漸提升，因此保健食品業具潛在發展商機。隨著民眾的消費意識提高，廠商亦重視顧客關係維持，以提升顧客忠誠反應，因此，開始重視顧客購後的知覺與反應，故以ACSI中服務品質、顧客滿意度與忠誠度為研究資訊不對稱領域的架構。並提出一個新模型以解釋三者間的關係。
連鎖藥妝店為保健食品廠商與消費者期望通路特色中最契合的通路，因此，本研究選定曾在此通路購買保健食品的台北縣、市之消費者為研究對象，研究樣本涵蓋北台灣從鄉村到都會區不同社會經濟地位之具代表性消費者。量表乃透過相關文獻探討、專家效度及前測研究，以確認問卷問項品質。取樣則利用行政區域進行分層隨機抽樣，每層選取三家商店，進行隨機樣本問卷發放。在總額抽樣策略下，共發出300份問卷，成功回收293份，回收率為97.6%。
實証結果發現驗證以滿意度為中介角色的ACSI理論模型，發現其模型契合度不佳，無法適切的反應保健食品消費者之行為。乃進ㄧ步探索在資訊不對稱性下的消費者，其品質及忠誠行為模型，顯示服務品質與忠誠行為乃形成直接相關模式，而滿意度則扮演外生因子角色。依據分層分析發現，不同滿意度知覺的受訪者，其服務品質與忠誠度的相關性不同。此外，亦發現不同消費族群特性對於服務品質與忠誠度的相關性亦不相同。
本研究的新模型適合解釋知識不對稱性下之消費者行為，如：保健食品，其消費者認為通路服務品質的優劣，將直接影響其購後忠誠意願與行為的反應。因消費者無法完全評估保健食品有效性，滿意度的反應則外生於服務品質與忠誠度外，而藥師諮詢與資訊提供的服務，在未來類似產品將日益受到重視。類似本研究所提出消費者行為新模型，在高度資訊不對稱的領域中，將值得進一步研究與應用，例如：健康照護服務、高科技產品與生技產業等。本研究提出一個新模型解釋特殊領域之消費者行為，具備開創性的觀察，其學術及未來應用價值可期。

The health consciousness was promoted due to high economic growth of the nation during the past decade in Taiwan. Health food industry was growing as the potential market increased. For this industrial sector, the consumer relationship is one of the most important topics to maintain provider’s market share. The issues on relationship between consciousness and favorable responsiveness of a consumer and a one’s loyalty to the product are getting more and more attention in this industry. This study aims to construct the relationship of service quality, customer loyalty, and customer loyalty, known as ACSI model under information inequality in this special area. A new model was proposed by this thesis to express the relationships.
The study chose customers of chain drugstore as the target population. Taipei city and county were selected as the major study areas because they covered districts from rural to urban villages presentable to residents of north Taiwan in term of social economic status. The questionnaire was constructed through literature, expert validation, and pilot study to ensure the quality of measures. The samples were collected according to administrative stratum and three stores were sampled within each stratum. A quota sampling strategy was adopted once the total sample size reached 300. The effective response rate was counted as 97.6%, 293 successful interviews implemented.
The findings failed to proof the model known as ACSI, which proposed an intermediate role on the customer satisfaction between customer perceived service quality and loyalty to the provider. The subsequent efforts on constructing new model to explain a customer behavior under information inequality have shown an unexpected pattern of model, which demonstrated customer satisfaction as an extraneous variable to the relationship between service quality and customer loyalty. According to the stratified analyses, the association between service quality and loyalty was varied under different levels of satisfaction. In addition, the characteristics of customers were shown to affect the relationship between perceived quality and loyalty as well.
The study constructed a new model to explain customer behaviors under information inequality in the health food industry. The findings give clues for future studies and service providers with the importance of service quality affecting degree of loyalty among such special areas. The customer satisfaction is extraneous to the route from service quality to loyalty because the effectiveness of a health food is imperfectly understood. A consultation by pharmacists and new ways of delivering information and service are emerged in this industry. Similarity of this model is anticipated in the sectors with high information inequality such as health care service, high-technology products, and biotech industry. This study provides pioneer observation on the model, which is new and valuable in the future.

目 錄
指導教授推薦書………………………………………………………..
口試委員會審定書……………………………………………………..
授權書………………………………………………………..................
誌謝……………………………………………………….......................
中文摘要………………………………………………………………..i
英文摘要………………………………………………………………iii


第一章 緒論…………………………………………………………..1
1.1研究背景與動機………………………………………………1
1.2研究目的………………………………………………………2
1.3研究範圍與對象………………………………………………3
1.4研究流程………………………………………………………3
第二章 文獻探討……………………………………………………..5
2.1保健食品產業概況…………………………………………. ..5
2.2連鎖藥妝店產業概況………………………………………....9
2.3服務品質之相關研究………………………………………..12
2.4顧客滿意度之相關研究……………………………………..19
2.5顧客忠誠度之相關研究……………………………………..26
2.6服務品質、顧客滿意度與忠誠度之相關研究…………......28
2.7結構方程模式………………………………………………..30
第三章 研究方法……………………………………………………33
3.1研究架構……………………………………………………..33
3.2研究假說……………………………………………………..34
3.3研究變數定義與衡量………………………………………..36
3.4問卷設計…………………………………………………......38
3.5資料蒐集方法………………………………………………..42
3.6理論模型分析……………………………………………......46
3.7資料分析方法………………………………………………..54
第四章 結果…………………………………………………………57
4.1樣本資料之敘述性分析………………………......................57
4.2理論模型的驗證……………………………………………..62
4.3理論模型的修正……………………………………………..64
4.4新模型之因素關係分析……………………………………..72
第五章 討論…………………………………………………………94
5.1樣本資料之討論……………………………………………..94
5.2消費者行為模型之探討…………………………………......97
5.3新模型建構之相關議題…………………………………....101
5.4市場特性與區隔之討論…………………………………….102
5.5不同分析方法之討論……………………………………….104
5.6研究施作之問題………………………………………….....107
5.7總結………………………………………………………….110
管理意涵………………………………………………………...112
第六章 結論與建議………………………………………………...114
6.1研究結論…………………………………………………….114
6.2研究建議…………………………………………………….118


參考文獻……………………………………………………………...121
附錄1.1服務品質之相關文獻…………………………………........129
附錄1.2 顧客滿意度之相關文獻…………………………………...132
附錄1.3 顧客忠誠度之相關文獻…………………………………...133
附錄2.1 專家效度名單……………………………………………...134
附錄2.2專家問卷…………………………………………………....135
附錄2.3專家效度之問卷修改說明…………………………………138
附錄2.4前測問卷之問卷修改說明…………………………………139
附錄3 本研究正式問卷……………………………………………140
附錄4 連鎖藥妝店名單……………………………………………144
附錄5.1服務品質之理論構面的敘述性分析…………………........145
附錄5.2顧客滿意度之理論構面的敘述性分析………………........145
附錄5.3顧客忠誠度之理論構面的敘述性分析……………………146
附錄6 新因素分析構面之敘述性分析……………………………147
附錄 7 新因素的相關性分析……………………………………...147














表目錄
第二章 文獻探討……………………………………………………5
2.1.1保健食品消費者購買決策偏好彙整……………………...8
2.3.1服務品質衡量構面之彙整……………………………….17
2.3.2 PZB、SERVQUAL與RSQS量表構面之彙整…………18
2.4.1顧客滿意度衡量構面之彙整…………………………….24
2.5.1顧客忠誠度之衡量構面………….....................................26
2.5.2顧客忠誠度引用之彙整………………………………….27
2.6.1服務品質、顧客滿意度與忠誠度之研究彙整………….29
2.7.1契合度指標彙整………………………………………….32
第三章 研究方法…………………………………………………..33
3.3.1服務品質的定義與衡量………………………………….36
3.3.2顧客滿意度的定義與衡量……………………………….37
3.3.3顧客忠誠度的定義與衡量……………………………….37
3.4.1問項設計…………………………………………….........40
3.5.1前測之服務品質、滿意度與忠誠度相關表…………….43
3.6.1服務品質量表之信度分析……………………………….46
3.6.2顧客滿意度量表之信度分析….…………………………47
3.6.3顧客忠誠度量表之信度分析…………………………….48
3.6.4服務品質量表之第二階段驗證性因素分析…………….49
3.6.5顧客滿意度之驗證性因素分析………………………….50
3.6.6顧客忠誠度之第二階段驗證性因素分析……………….50
3.6.7服務品質量表之區別效度分析………………………….52
3.6.8顧客忠誠度之區別效度分析…………………………….52
3.6.9各構面的常態分析……………………………………….52
第四章 研究結果分析……………………………………………..57
4.1.1受訪者基本資料分析…………………………………….73
4.1.2受訪者購買行為分析………………………………..…...74
4.1.3人口統計與購買行為變數對各因子之分析……..……...75
4.1.4人口統計與購買行為變數對各因子之多重比較分析….77
4.2.1服務品質模型之契合度分析…………………………….78
4.2.2顧客滿意度模型之契合度分析………………………….78
4.2.3顧客忠誠度模型之契合度分析………………………….78
4.2.4整體理論模型的契合度分析…………………………….79
4.3.1新服務品質之因素分析………………………………….80
4.3.2新顧客忠誠度之因素分析……………………………….81
4.3.3新服務品質量表之信度分析…………………………….82
4.3.4顧客忠誠度量表之信度分析…………………………….83
4.3.5各構面的常態分析……………………………………….83
4.3.6保健食品消費者之行為路徑模型的契合度分析……….85
4.3.7服務品質與忠誠度行為模型…………………………….85
4.4.1服務品質、滿意度與忠誠度行為模型………………….87
4.4.2低滿意度樣本顧客忠誠度之模型………………………..89
4.4.3高滿意度樣本顧客忠誠度之模型……………………….91
4.4.4不同滿意度受訪者對服務品質與忠誠度關係之分析….93
4.4.5不同受訪者族群之新模型之分析……………………….93



第五章 研究結果討論……………………………………………..94
5.5.1 LISREL與PLS之理論模型CR值與AVE值………...106
5.5.2 LISREL與PLS之理論模型R-square…………………106
5.5.3 LISREL與PLS之新模型CR值與AVE值…………..106
5.5.4 LISREL與PLS之新模型R-square……………………106






















圖目錄
第一章 緒論………………………………………………………........1
1.1研究流程圖…………………………………………………......4
第二章 文獻探討…………………………………………………........5
2.3.1服務品質的觀念性模式…………………………………….13
2.3.2 PZB 模式………………………………………………........14
2.3.3 RSQS 模式.............................................................................17
2.4.1 CSB指標模型圖…………………………………………....21
2.4.2 ACSI 模式…………............................................................22
2.4.3 ESCI 模式…………………………………………………23
第三章 研究方法…………………………………………………….33
3.1.1研究架構…………………………………………………....33
3.5.1問卷發放的程序圖…………………………………………42
第四章 研究結果分析……………………………………………….56
4.2.1理論結構理論模型…………………………………………62
4.3.1保健食品消費者行為之概念模型…………………………68
4.3.2保健食品消費者之消費行為路徑模型……………………69

中文部份
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B.碩士論文
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英文部分
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