(3.239.159.107) 您好!臺灣時間:2021/03/08 20:51
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果

詳目顯示:::

我願授權國圖
: 
twitterline
研究生:邱建智
研究生(外文):Chien-Chih Chiu
論文名稱:保健食品消費者知覺價值及滿意度對行為意圖之影響
論文名稱(外文):Effects of perceived values and satisfaction of health care products consumers towards their behavioral intentions
指導教授:陳奕伸陳奕伸引用關係林文燦林文燦引用關係
指導教授(外文):Yi-Shen ChenWen-Tsann Lin
學位類別:碩士
校院名稱:國立勤益科技大學
系所名稱:研發科技與資訊管理研究所
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2011
畢業學年度:99
語文別:中文
論文頁數:66
中文關鍵詞:保健食品知覺價值滿意度行為意圖
外文關鍵詞:health care productsperceived valuesatisfactionbehavioral intentions
相關次數:
  • 被引用被引用:1
  • 點閱點閱:425
  • 評分評分:系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔
  • 下載下載:56
  • 收藏至我的研究室書目清單書目收藏:0
物質生活不斷提升,保健意識也隨之興起,在政府政策支持下,生物科技產業儼然成為明日之星,然而市場上充斥眾多品牌保健食品,再加上資訊普及,消費者隨時都可以獲取市場上最新訊息,而這些訊息來源也會影響消費者對該產品品牌產生評估動作,評估的總和便是消費者對該產品品牌的知覺價值。所以如何掌握及控制其知覺價值,也是企業經營一大重點。尤其當消費者有良好知覺價值後,對產品的滿意度也是會相對提高,然後其會產生一些行為意圖,而這些行為意圖包括口碑行銷或是品牌塑造等方面,有形無形替企業形象做宣傳。
本研究統計分析採用驗證性因素分析、結構方程模式來檢定研究假設。研究的結論:一、知覺價值對顧客滿意度有正向影響;二、滿意度對行為意圖有正向影響;三、知覺價值對行為意圖正向影響是未顯著的。研究結果得知保健食品消費者知覺價值、滿意度及行為意圖間之彼此間關係,更可作為企業未來市場行銷重要參考依據。

Along with rising of materialistic life, health awareness is rising as well. With the support of government, property of biotechnology has become one of the rising stars. There are many branded health care products can be found in market nowadays, in addition to widespread of information, consumers can obtain the latest information from the market in anytime, and these information source will affect assessment of consumer towards the particular branded products. These reviews of assessment will become the perceived value for the particular branded product. Therefore, method of mastering and controlling those perceived values are the important elements in order to operate an enterprise. Satisfaction towards particular products will be raised especially when consumers have high perceived values, and hence behavioral intentions will be generated. These behavioral intentions are including Word of mouth (marketing) or modeling brand, and others, these intentions are tangible and intangible promoting the corporate image.
This study has used statistical methods for confirmatory factor analysis, structural equation modeling in order to test the study hypothesis. Conclusions: (1) Perceived value has positive effects on consumer’s satisfaction; (2) Satisfaction has positive effects on behavioral intentions; (3) Perceived value have insignificant effects on behavioral intentions. Study results show relationship between perceived value, satisfaction and behavioral intentions from consumers of health care products. Furthermore, this relationship can become an important reference for future corporate marketing and strategic planning.

摘要 ii
Abstract iii
誌謝 v
圖目錄 vi
表目錄 vii
第一章 緒論 1
1.1 研究背景 1
1.2 研究動機與目的 3
1.3 研究對象與範圍 4
1.4 研究流程 4
第二章 文獻回顧 6
2.1 保健食品 6
2.1.1 保健食品定義 6
2.1.2 小結 8
2.2 知覺價值 9
2.2.1 知覺價值定義 9
2.2.2 知覺價值相關研究及構面 10
2.2.3 小結 12
2.3 滿意度 13
2.3.1 滿意度定義 13
2.3.2 滿意度相關研究及構面 13
2.3.3 小結 15
2.4 行為意圖 16
2.4.1 行為意圖的定義 16
2.4.2 行為意圖相關研究及構面 16
2.4.3 小結 19
2.5 各相關構面之互動關係及影響 20
2.5.1 知覺價值與滿意度的關係 20
2.5.2 滿意度與行為意圖的關係 20
2.5.3 知覺價值與行為意圖的關係 21
2.6 結構方程模式定義 22
第三章 研究方法 23
3.1 研究方法之流程與架構 23
3.2 量表編製 25
3.2.1 知覺價值 25
3.2.2 滿意度 25
3.2.3 行為意圖 26
3.3 研究對象 27
3.4 統計處理及資料分析程序 28
3.4.1 描述性統計分析 28
3.4.2 信度分析 28
3.4.3 路徑分析 28
3.4.4 小結 29
第四章 資料整理與分析 30
4.1 敘述性統計分析 30
4.2 人口統計變項對各構面之差異分析 35
4.3 模型適配度檢驗 39
4.3.1 知覺價值量表驗證性因素分析 39
4.3.2 滿意度量表驗證性因素分析 42
4.3.3 行為意圖量表驗證性因素分析 45
4.4 整體模式分析 48
第五章 結論與建議 52
5.1 結論 52
5.2 管理意涵與建議 53
5.3 研究限制與後續研究建議 54
參考文獻 56
附錄 問卷設計 63
作者簡介 66

1. 王鴻明,2003,品牌權益、售後維修服務顧客滿意度與售後維修服務忠誠度關係之研究-以Audi汽車服務廠為例,國立彰化師範大學會計學系,碩士論文。
2. 王耀琨,2004,金融控股公司顧客滿意度之研究-以國泰世華銀行為例,國立彰化師範大學會計學系企業高階管理班,碩士論文。
3. 沈孝思,2006,品牌形象、知覺品質、知覺價值、顧客滿意與再購買意願之研究-以保健食品為例,國立成功大學高階管理碩士在職專班,碩士論文。
4. 吳明隆,2008,結構方程模式AMOS的操作與應用,五南,台北。
5. 林清山,1977,路徑分析的理論及統計方法,測驗年刊,24卷0期,P11~16。
6. 林恬予,2000,旅館服務品質、顧客滿意度與再宿意願關係之研究,長榮管理學院經營管理研究所,碩士論文。
7. 林陽助,1996,顧客滿意決定模式與效果之研究-台灣自用小客車之實證,國立台灣大學商學研究所,博士論文。
8. 林瑩禎、李素菁、李河水及華傑,1997,機能性保健食品現況與發展趨勢,食品工業發展研究所,新竹。
9. 邱昌宜,2004,服務品質與顧客滿意度、顧客忠誠度關係之研究-以文教業為例,國立台北大學企業管理學系,碩士論文。
10. 張淑青,2004,“服務知覺價值多構面量表之實證研究”,企業管理學報,63 期,頁 95~120。
11. 郭德賓、周泰華、黃俊英,2000,“服務業顧客滿意評量之重新檢測與驗證”,中山管理評論,第8卷,第一期,頁153~200。
12. 陳順宇,2007,結構方程模式,心理出版社,台北。
13. 黃志杰,2007,影響消費者對健康食品購買行為之研究,國立東華大學企業管理學系,碩士論文。
14.黃芳銘,2007,結構方程模式:理論與應用,五南,台北。
15.楊錦洲,2001,顧客需求與滿意度調查,台灣檢驗科技股份有限公司,台北。
16.鄭慧文,1999,健康食品在生物科技產業的行銷策略與市場實戰,生物技術開
發中心,第四章pp.10。
17.簡永在,2002,顧客關係策略與顧客價值、滿意度及行為意向關聯性之研究,
國立台北科技大學商業自動化與管理研究所,碩士論文。
18.簡任群,2004,從服務品質、關係品質與關係價值探討顧客忠誠度-以行動電信業之消費者為例,真理大學管理科學研究所,碩士論文。
1.Aaker, D. A. ,1995,“Building strong brands”,Brandweek, Vol. 36, Iss. 37,pp.28-32, Oct 2.
2.Abdullah,M.,Al-Nasser,A.D.and Husain,N.,2000, “Evaluating functional relationship between image,customer satisfaction and customer loyalty using general maximum entropy”,Total Quality Management and Business Excellence,Vol. 11, Iss.4-6,
pp.826-829.
3.Agarwal,S.and Teas, R. K.,2004,“Cross-national applicability of a perceived
risk-value mode”,The Journal of Product and Brand Management,Vol.13,Iss.4/5,pp.242
4.Anderson,E.W.,and Sullivan,M. W.,1993,“The antecedents and consequences of
customer satisfaction for firms”,Marketing Science,Vol.12,pp.125-143.
5.Babin, B. J. and Attaway,J. S.,2000,“Atmospheric affect as a tool for creating value and gaining share of customer”,Journal of Business Research,Vol.49,pp.91-99.
6.Bagozzi R. P.,and Yi,Y.,1988,“On the evaluation of structural equation models”,
Journal of the Academy of Marketing Science,16,pp.74-94.
7.Bei,Lien-Ti and Chiao,Yu-Ching,2001,“An integrated model for the effects of
perceived product,perceived service quality,and perceived price fairness on consumer satisfaction and loyalty”,Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior Provo,Vol. 14, pp. 125-140.
8.Bontis, N., Booker, L.D., and Serenko, A. ,2007, “The mediating effect of organizational reputation on customer loyalty and service recommendation in the banking industry”, Management Decision, 45(9), pp.1426-1445.
9.Bilkey, W. J. and Nes, E.,1982, “Country-of-origin effects on product evaluations”, Journal of International Business Studies, Vol.13 ,Iss. 1, pp.89-99,Spring/Summer.
10.Bolton and Katherine, N. L. ,1999, “A dynamic model of customers’ usage of service: usage as an antecedent and consequence of satisfaction,” Journal of Marketing Research, Vol.36, pp.171-186.
11.Boulding, W., Kalra, A., Staelin, R. and Zeithaml, V. A. ,1993, “A dynamic process model of service quality: From expectations to behavioral intentions”, Journal of Marketing Research, 30, pp.7-27,February.
12.Carpenter, J.M. ,2008,“Consumer shopping value, satisfaction, and loyalty in discount retailing”, Journal of Retailing and Consumer Services, 15(5), pp .358-363.
13.Chao, P.,2001, “The moderating effects of country of assembly, country of parts, and country of design on hybrid product evaluations” ,Journal of Advertising, Vol.30, Iss. 4,pp. 67-82, Winter.
14.Churchill, G. A., and Surprenant, C.,1982, “An investigation into the determinants of customer satisfaction.” Journal of MarketingResearch, Vol. 19, pp.133-147.
15.Day, G. S., and Wensley, R. ,1988, “Assessing advantage: A framework for
diagnosing competitive superiority.” Journal of Marketing, Vol. 52, pp.1-20.
16.Dodds, W. B., Monroe, K. B., and Grewal, D. ,1991, “Effects of price, brand, and store information on buyers' product evaluations”,Journal of Marketing Research,28, 3,pp. 307-319 ,August.
17.Engel, J. F., Blackwell, R. D., and Miniard, P. W. ,1995, Consumer behavior, 8th, Forth Worth, Dryden Press, Texas.
18.Garbarino, E. and Mark, S. J. ,1999, “The different roles of satisfaction,trust, and commitment in customer relationships”, Journal of Marketing, Vol.63,pp.70-87,April.
19.Grewal,Dhruv, Kent B. Monroe and R.Krishnan,1998, “The efftects of price –comparison advertising on buyers’perceptions of acquisition value, transaction value, and behavioral intentions”,Journal of Marketing ,Vol.62,pp.46-59 ,April.
20.Gourville, J., and Dilip, S. ,2002, “Pricing and the psychology of consumption” ,
Harvard Business Reward,pp.91-96,September.
21.Hansen, T.,2005,“Perspectives on consumer decision making: An integrated
approach” ,Journal of Consumer Behaviour, Vol. 4, Iss. 6, pp. 420-437,December.
22.Harrison, P., and Shaw, R. ,2004,“Consumer satisfaction and post-purchase intentions: An exploratory study of museum visitors”,International Journal of Arts
Management. Montréal,Vol. 6, Iss. 2, pp.23-32,Winter.
23.Hellier, P. K., Geursen, G. M., Carr, R. A., and Rickard, J. A.,2003,“Customer
repurchase intention: A general structural equation model”,European Journal of
Marketing; Vol .37, Iss. 11/12,pp. 1762.
24.Iglesias, M. P., and Guillen, M. J. Y. ,2004, “Perceived quality and price: their impact on the satisfaction of restaurant”,International Journal of Contemporary Hospitality Management,Vol.16, Iss. 6,pp. 373-379.
25.Insch, G. S., and McBride J. B.,2004,“The impact of country-of-origin cues on
customer perceptions of product quality: A binational test of the decomposed
country-of-origin construct”,Journal of Business Research. New York,Vol.57, Iss. 3, pp. 256,March.
26.Jo, Myung-Soo, Nakamoto, K., and Nelson, J. E.,2003,“The shielding effects of brand image against lower qualitycountries-of-origin in global manufacturing”,Journal ofBusiness Research ,56,pp.637– 646.
27.Jones, M. A., Mothersbaugh, D. L., and Beatty, S. E.,2000,“Switching barriers and repurchase intentions in services”,Journal of Retailing Greenwich,Vol.76, Iss. 2, pp. 259-274,Summer.
28.Jones, T. O., and Sasser, W. E. Jr.,1995,“Why satisfied customers defect”,Harvard Business Review, 73,pp.88-99.
29.Juhl, H. J., Kristensen K., and Ostergaard, P.,2002, “Customer satisfaction in European food retailing” , Journal of Retailing and Consumer Services,pp.327–334.
30.Jöreskog, K. G., and Sörbom, D.,1992, LISREL 8: user's reference guide. Chicago: Scientific Software International.
31.Kahle, L., Basil, P., and Ajay, S.,1998, “Changes in social values in the united States during the past decade”, Journal of Advertising Research,pp.35-41,February/ March.
32.Keller, K. L.,1993, “Conceptualizing, measuring, and managing customer-based
brand equity”, Journal of Marketing, Vol. 57, pp. 1-22, January.
33.Keller, K. L.,2001, “Building customer-based brand equity” , Marketing Management, Vol. 10, Iss. 2, pp. 14-19,Jul/Aug.
34.Kotler, P. ,1994, Marketing Management: Analysis, Planning, Implementation and Control, 8th ed., Prentice Hall, Inc.
35.Kotler, Philip,1997, Marketing Management:Analysis,Planning, Implementation and Control,9th ed., Prentice-Hall Inc., New Jersey.
36.Kotler, Philip,2003, Marketing Management,11th ed, Prentice-Hall, Inc.
37.Lee, J., Lee, J., and Feick, L.,2001,“The impact of switching cost on the customer satisfaction-loyalty link: mobile phone service in france”, Journal of Services Marketing, Vol.15 (1), pp.35-48.
38.Lovelock, C. H.,1996, Services Marketing,Third Edition London Prentice-Hall International.
39.McDougall, H.G. and Levesque, T.,2000,“Customer satisfaction with services: putting perceived value into the equation gordon”,The Journal of Services Marketing Santa Barbara, Vol. 14, Iss. 5, pp. 392-410.
40.Mittal, V. and Kamakura, W. A.,2001, “Satisfaction, repurchase intent, and repurchase behavior: Investigating the moderating effect of customer characteristics” , Journal of Marketing Research, pp.131-142.
41.Muller. 1991. “Consumer perceptions of service quality: An assessment of the SERVQUAL dimensions”, Journal of Retailing, Vol. 66, No. 1, pp. 33-35.
42.Naumann, E. and Jackson, D.W.,1999, “One more time: how do you satisfy
customers? ”, Business Horizons, pp. 71-6, May-June.
43.Nunnally, J. C.,1978, Psychometric Theory, NY: Mcgraw-Hill.
44.Oliver, R. L.,1980,“A cognitive model of the antecedents and consequences of satisfaction decisions”,Journal of Marketing Research,Vol. 17,pp.460-469.
45.Oliver, R. L.,1997, Satisfaction: A Behavioral Perspective on the Consumer,
MA: Irwin, McGrew-Hill ,Boston.
46.Olsen, L. L., and Johnson, M. D.,2003, “Service equity, satisfaction, and loyalty: From transaction-specific to cumulative evaluation”, Journal of Service Research,
Vol. 5, Iss. 3, pp. 184-195 ,Feb.
47.Olsen, S. O. ,2002, “Comparative evaluation and the relationship between quality, satisfaction, and repurchase loyalty”, Journal of the Academy of Marketing Science,Vol. 30, Iss. 3, pp. 240-249.
48.Olson,Jerry,C.and Jacob,Jacoby, 1972,“Cue utilization in the quality perception process,”in Proceedings of the Third Annual Conference of the Association for Consumer Research. Ed. M. Venkatesan, College Park,MD:Association for Consumer Research,pp.167-179.
49.Parasuraman, A., and D. Grewal (2000), “Serving customers and consumers effectively in the twenty-first century: A conceptual framework and overview”, Journal of the Academy of Marketing Science, Vol.28 (1), pp. 9-16.
50.Patterson, P. G. and Spreng, R. A.,1997, “Modelling the relationship between
perceived value, satisfaction and repurchase intentions in a business-to-business,
services context: An empirical examination”, International Journal of Service
Industry Management, 8(5), pp.414-434.
51.Petrick, J. F.,2002, “Development of a multi-dimensional scale for measuring
perceived value of a service”, Journal of Leisure Research, Vol. 34, Iss. 2, pp. 119-136.
52.Prus, A. & D. Brandt 1995. Understanding your customer. Marketing Tools, 10-14
53.Reichheld, F. F.,1993, “Loyalty-Based Management,” Harvard Business Review, Vol.71, pp.64-73,March-April.
54.Richardson, P. S., Dick, A. S., Jain, A. K.,1994, “Extrinsic and intrinsic cue effects on perceptions of store brand quality”,Journal of Marketing; 58, 4, pp. 28,Oct.
55.Sajeev Varki and Colgate Mark ,2001, “The role of price perceptions in an integrated model of behavioral intentions”,Journal of Service Research,pp. 232, Feb.
56.Schechter, L.,1984,“A normative conception of value”,Progressive Grocer, Executive Report, pp.12-14.
57.Sheth, J. N., Bruce, I. N., and Barbara, L. G.,1991, Consumption values and market choice,Cincinnati, Ohio: South Western Publishing.
58.Sheth, J. N., Bruce, I. N., and Barbara, L. G.,1991, “Why we buy what we buy: A theory of consumption values,” Journal of Business Research, 22,pp. 159-170, March.
59.Singh, J. ,1991, “Understanding the structure of consumers satisfaction evaluation of service delivery.”,Journal of Academy of Marketing Sciences, Vol. 19, 223-234.
60.Sinha, I., and DeSarbo, W. ,1998, “An integrated approach toward the spatial modeling of perceived customer value”,Journal of Marketing Research,Vol. 35, pp.236-49, May.
61.Slater, S. F., and Narver, J.C.,2000, “Intelligence generation and superior customer value”, Journal of the Academy of Marketing Science, Vol. 28 No. 1, pp. 120-8.
62.Snoj, B., Korda, A. P., and Mumel, D. ,2004,. “The relationships among perceived
quality, perceived risk and perceived product value”, The Journal of Product and Brand Management. Santa Barbara,Vol. 13, Iss. 2/3, pp. 156.
63.Sweeney, J. C., Soutar, G. N., and Johnson, L. W,1999, “The role of perceived risk in the quality-value relationship: a study in a retail environment”,Journal of Retailing,Vol. 75 No. 1, pp. 77-105.
64.Sweeney, J.C., Soutar, G.N.,2001, “Consumer perceived value: The development of a multiple item scale”, Journal of Retailing,Greenwich,Vol. 77, Iss. 2” pp. 203,Summer.
65.Smith, Ruth A. and Michael J. Houston(1983),“Script-Based Evaluations of Satisfaction with Services,” in Emerging Perspectives on Service Marketing Berry, eds. Leonard L. Berry, G. Lynn Shostack, and Gregory D. Upah. American Marketing Association, Chicago,IL:59-62.
66.Teas R. K., Agarwal, S.,2000,“The effects of extrinsic product cues on consumers' perceptions of quality, sacrifice, and value”,Journal of the academy of marketing science ,28 (2) , pp. 278-290.
67.Thaler, Richard ,1985, “Mental accounting and consumer choice”,Marketing Science,Linthicum,Vol. 4, Iss. 3, pp. 199-214,Summer.
68.Ulaga, W., and Chacour, S.,2001,"Measuring customer-perceived value in business markets", Industrial Marketing Management, Vol. 30, pp. 525-540.
69.Vahie, A. and Paswan, A.,2006,“Private label brand image: its relationship with store image and national brand”, International Journal of Retail and Distribution
Management. Bradford,Vol.34, Iss. 1, pp. 67-84.
70.Villarejo-Ramos, A. F., and Sánchez-Franco, M. J.,2005,“The impact of marketing communication and price promotion on brand equity” ,Journal of Brand
Management, Vol.12, Iss. 6, pp. 431-445.
71. Woodruff, R. B. and Gardial, S. F.,1996, Know your customer:New approaches to understanding customer value and satisfaction, Cambridge,MA:Blackwell Business.
72.Woodruff, R. B.,1997, “Customer value: The next source of competitive advantage.” Journal of the Academy of Marketing Science, 25, pp.139-153.
73.Yang, Zhilin and Peterson, R. T.,2004, “Customer perceived value, satisfaction, and loyalty: The role of switching costs” Psychology and Marketing,Vol. 21, Iss. 10, pp. 799-822,Oct.
74.Yu ,C. MJ., Wu, L. Y., Chiao, Y. C., and Tai, H. S.,2005,“Perceived quality, customer satisfaction, and customer loyalty: the case of Lexus in Taiwan”,Total quality management and business excellence,16 (6), pp.707-719,AUG .
75.Zeithaml, V. A.,1988, “Consumer perception of price, quality and value:A
means-end model and synthesis of evidence ”, Journal of Marketing,52,pp.2-22,July.
76.Zeithaml, V. A., Berry, L. L. and Parasuraman, A.,1996, “The behavioral
consequences of service quality,” Journal of Marketing, Vol.60, pp.31-46,April.
連結至畢業學校之論文網頁點我開啟連結
註: 此連結為研究生畢業學校所提供,不一定有電子全文可供下載,若連結有誤,請點選上方之〝勘誤回報〞功能,我們會盡快修正,謝謝!
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
1. 目的地意象、知覺價值與遊後行為意圖關係之研究
2. 知覺價格、知覺價值與知覺服務品質對消費者滿意度與再購意願影響之研究-以花蓮地區觀光飯店為例
3. 廠商行銷方案對顧客滿意度、知覺價值、忠誠度影響之研究-以行動通訊產業為例
4. 品牌形象、知覺品質、知覺價值、顧客滿意與再購買意願之研究-以保健食品為例
5. 大學生遊學產品意象、知覺價值與滿意度之研究
6. 圖書館服務品質對使用者滿意度與再使用意願之研究─以大葉大學為例
7. 宗教觀光地旅遊意象、知覺價值、旅遊品質、滿意度與遊後行為意圖關係之研究-以北港為例
8. 古蹟旅遊體驗品質、知覺價值、滿意度與遊後行為意圖之研究-以台南市為例
9. 服務品質、知覺價值、滿意度與行為意向對其最終行為之影響-以高雄地區百貨公司為例
10. 休閒體驗、觀光地意象、滿意度與行為意圖之關聯性研究-以「劍湖山世界主題遊樂園」為例
11. 網站設計品質對線上顧客關係與行為意圖的影響
12. 旅客涉入程度、知覺價值、滿意度與購後行為意圖關係之研究-以台灣觀光列車為例
13. 遊客對旅遊目的地之品質認知、滿意度及行為意圖的研究
14. 遊客對老街形象認知與行為意圖
15. 大陸遊客旅遊意象對知覺品質知覺價值滿意度與行為意圖關係之研究-以日月潭國家風景區為例
 
系統版面圖檔 系統版面圖檔