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研究生:游明正
研究生(外文):Ming-Cheng Yu
論文名稱:健康食品訊息與消費意願關係之研究
論文名稱(外文):A Study on Healthy Food′s Message and Purchase Intention
指導教授:林英顏林英顏引用關係
指導教授(外文):Ying-Yen Lin
學位類別:碩士
校院名稱:大葉大學
系所名稱:事業經營研究所碩士在職專班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2007
畢業學年度:95
語文別:中文
論文頁數:114
中文關鍵詞:健康食品訊息來源正/反面訊息消費意願期望
外文關鍵詞:healthy foodsmessage sourcepositive-negative messagepurchase intentionexpectation
相關次數:
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論文名稱:健康食品訊息與消費意願關係之研究 總頁數:114
校(院)所組別:大葉大學管理學院事業經營研究所
畢業時間及提要別:九十五學年度第二學期碩士學位論文提要
研究生:游明正 指導教授:林英顏
論文提要內容:
高齡化時代來臨,人類的壽命有顯著的延長,但慢性病卻隨之普遍,營養保健議題倍受重視,健康食品市場規模可期。本研究旨在探討健康食品訊息對消費者購買意願的關係,假設訊息接觸頻率、訊息來源及訊息的傳遞方式等與購買意願有關,並以問卷調查法加以驗證。
本研究發現,健康食品訊息接觸頻率對購買意願影響差異不顯著,假訊一未獲支持。以複迴歸分析法控制人口屬性變數(性別、年齡)及健康食品食用期望與個人健康狀況等,分析人際關係、消費者報導、行銷廣告等三項健康食品訊息來源對購買意願之關係,結果發現人際關係的健康食品訊息來源與購買意願的影響較高(標準化β係數為0.292,p<0.01);消費者報導的健康食品訊息來源與購買意願的影響次之(標準化β係數為0.192,p<0.01);行銷廣告的健康食品訊息來源對購買意願的影響較低(標準化β係數為0.070,p>0.05),假訊二獲得支持。另分析健康食品正面訊息傳遞方式對購買意願的影響(標準化β係數為0.201,p<0.01),高於反面訊息傳遞方式對購買意願的影響(標準化β係數為0.066,p>0.05),假設三獲得支持。


關鍵字:健康食品,訊息來源,正/反面訊息,消費意願,期望。
A Study on Healthy Food′s Message and Purchase Intention
Student: Ming-cheng Yu Advisor: Prof . Ying-Yen Lin
Da-Yeh University
ABSTRACT
With the era of advanced age is coming, the people’s average life-span has been prolonged. However, chronic diseases prevail. The issue of nutrition and health care become more important than ever. And the prosperity of health foods market can be expected. The purpose of this research is to study the relationship between the messages of healthy foods and purchase intention. Then testify it with questionnaires.
According to this research, we found that the difference of willing to buy healthy foods is not obvious no matter how much message they received. The hypothesis one was not approved. If we use the Regression Analysis to control the variable of attribute-population (gender, age), expectation of healthy foods and condition of personal health, then to analyze the relationship between the willingness and message (personal relationship, news about consumers and advertisement for healthy foods), we found out that the influence of personal relationship over purchase intention is the highest (standardizing coefficient β: 0.292, p<0.01). The influence of consumers’ report of healthy foods over purchase intention is higher (standardizing coefficient β: 0.192, p<0.01). The hypothesis two was approved. The influence of advertisement of healthy foods over purchase intention is lower (standardizing coefficient β: 0.070, p>0.05). And if the message transmission of healthy foods is positive, the willingness of people to buy (standardizing coefficient β: 0.292, p<0.01) is higher than negative message transmission(standardizing coefficient β: 0.066, p>0.05).



Key Words: healthy foods, message source, positive-negative message, purchase intention, expectation.
內容目錄
中文摘要 ..................... iii
英文摘要 ..................... iv
誌謝辭  ..................... vi
內容目錄 ..................... vii
表目錄  ..................... ix
圖目錄  ..................... xi
第一章  緒論................... 1
  第一節  研究背景............... 1
  第二節  研究問題與研究目的.......... 3
  第三節  研究重要性.............. 5
  第四節  研究範圍及與限制........... 5
第二章  文獻探討................. 7
  第一節  健康食品............... 7
  第二節  消費者行為.............. 11
  第三節  資訊暴露............... 23
  第四節  訊息來源............... 25
第五節  訊息正面傳遞與反面傳遞方式...... 28
第三章  研究方法................. 31
  第一節  研究架構............... 32
  第二節  研究假設............... 32
  第三節  樣本與資料收集............ 33
  第四節  變項的操作性定義........... 34
  第五節  變項的衡量方法............ 35
  第六節  分析方法............... 40
第四章  樣本資料分析............... 42
  第一節  基本資料............... 42
  第二節  Pearson相關分析 ........... 44
  第三節  健康食品訊息接觸頻率的人口屬性差異.. 48
  第四節  健康食品訊息來源的人口屬性差異.... 50
  第五節  健康食品正/反面訊息的人口屬性差異.. 65
  第六節  人口屬性差異的購買意願分析...... 68
  第七節  健康食品訊息接觸情形與購買意願分析.. 70
第五章  結論與建議................ 77
  第一節  結論................. 77
  第二節  建議................. 81
參考文獻 ..................... 84
附錄  研究問卷.................. 100
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