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研究生:麥志民
研究生(外文):Mai, Chihmin
論文名稱:減重消費行為與再購意願關係之實證研究—以某品牌營養代餐消費者為例
論文名稱(外文):The Empirical Study of the Relevance between Weight-educing Consumer Behavior and their Repurchasing Intention -- aking a Local Meal Replacement Brand Consumer as Example
指導教授:古永嘉古永嘉引用關係
口試委員:古永嘉李銘章羅宗敏
口試日期:2011-05-27
學位類別:碩士
校院名稱:國立臺北大學
系所名稱:企業管理學系
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:2011
畢業學年度:99
語文別:中文
論文頁數:72
中文關鍵詞:肥胖代餐消費者行為顧客滿意度再購意願逐步迴歸分析
外文關鍵詞:obesityreplacement mealconsumer behaviorcustomer satisfactionrepurchase intentionstepwise regression analysis
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肥胖在世界上許多地區已達流行病的程度,造成前所未有的健康社會
和財政負擔,成為各國政府政策關注的重點。可以預見未來減重消費市場必定蓬勃發展,而營養代餐以低卡、均衡營養原理輔助減重,有其便利性,符合現代人忙碌之生活模式,可提高消費者順從度,但廠商應如何掌握消費者需求,提升顧客滿意度,贏得顧客再購意願,將成為經營決勝之關鍵。
本研究以某品牌營養代餐之北、中、南三區消費者為例,發出問卷360份,回收有效樣本318 份,針對其中在最近二年內,有使用該品牌營養代餐輔助減重之232 份樣本,以變異數分析探討不同消費者特性之再購意願的差異,同時以逐步迴歸分析探討消費者行為、顧客滿意度對再購意願之影響。

實證研究顯示:在消費者特性中,以居住地區為中、南部消費者的再
購意願顯著高於北部;月所得50000~80000 元者顯著高於月所得20000 元以下者;達到正常體重範圍者的再購意願顯著高於體重過重者;在消費者行為中,考慮因素為有效及媒體廣告、偏好使用減重產品及針灸方式減重者、每月減重花費金額高者、能找到專家諮詢及使用網路諮詢、認知減重觀念知識充足者,與再購意願有正相關;減重動機為改善夫妻關係品質、認知減重過程有人關心重要性、願意接受減重指導頻率低、偏好以減重手冊了解減重觀念知識與再購意願有負相關;顧客滿意度中,對銷售人員介紹產品及展示資料滿意度、對產品效果、方便性、外觀包裝及物超所值滿意度、對公司營養諮詢及網站服務滿意度與再購意願有正相關;對銷售人員態度親切、專業知識以及服裝儀容滿意度與再購意願有負相關。
“Obesity” has become some kind of infectious disease for people on many areas around the world, which resulted in the health problems and financial burdens of many ountries, as well as the point of their governmental social policies. Therefore, a vigorous growth in “diet food” market is expected. The meal replacement helps people to lose weight because of its characteristics of low-fat, nutrition-balanced and convenience, and this type of product also fits modern people’s needs and will raise the consumer obedience. The key factors for a meal replacement manufacture to obtain the market are to knowing the consumer’s need well, increasing their satisfaction and arousing their repurchasing intention.
This research paper took the users of the local brand from northern section, central section and southern section of Taiwan as examples, 360 surveys have been conducted randomly with 318 of them being invalid. Relevant tatistics in the research is based on 232 surveys of people who have used this local brand meal replacement in the past two years.

This research uses statistical analysis such as ANOVA to analyze the difference between various customer inclinations of repurchasing, and also uses the stepwise regression analysis to explore the influence on the repurchasing intention caused by consumer behavior characteristics and customer satisfaction.
The empirical finding in this paper shows that:
I. Analyzing by the factor of consumer characteristics:The repurchasing intention of inhabitants from central and southern section are remarkably higher than those who from
northern section; and the consumer’s monthly income between NT$50,000 and NT$80,000 are remarkably higher than that of under NT$20,000; the people who get back to their standard weight ranges are remarkably higher than those who are still overweight.
II. Analyzing by the factor of consumer behavior:
We found that if the consumers are:
1. buying the product because of the effectiveness consideration and are attracted by media commercials;
2. preferring to eat diet food and using acupuncture & moxibustion to lose weight;
3. with higher monthly weight-losing expenditure;
4. fully recognizing the concept of losing weight, and also could use web resources and find some consultants for help;
all the behaviors above are positive relevant to their repurchasing intention.
On the other hand, if the consumers are:
1. been brought the incentive for losing weight is to improve their marriage relationship;
2. reluctant to accept the professional instructions of losing weight;
3. preferring to know the concept of losing weight through the brochure or handbook from the manufacturers;
all the behaviors above are negative relevant to their repurchasing intention.
III. Analyzing by the factor of customer satisfaction:
The satisfactory degree about introducing products and showing publications conducted by sales; the satisfactory degree about the effectiveness, convenience, packing appearance and value of the products; and the satisfactory degree about consulting and website services of the company are positive relevant to their repurchasing intention. On the contrary, the satisfactory degree about the attitude, professional knowledge and dressing appearance of the sales are negative relevant to their repurchasing intention.
謝詞...........................................I
中文摘要.......................................III
ABSTRACT...................................... V
目 錄..........................................VII
圖 次..........................................IX
表 次.......................................... X
第一章 緒 論.................................... 1
第一節 研究背景及動機............................. 1
第二節 研究目的.................................. 2
第三節 研究問題.................................. 2
第二章 文獻探討.................................. 3
第一節 肥胖之定義與原因............................ 3
第二節 代餐在減肥應用上之發展....................... 6
第三節 消費者行為................................. 7
第四節 滿意度與再購意願............................ 12
第三章 研究方法.................................. 15
第一節 研究架構.................................. 15
第二節 研究假說.................................. 16
第三節 研究流程.................................. 17
第四節 研究範圍和對象............................. 18
第五節 研究工具.................................. 19
第六節 資料分析方法............................... 26
第四章 資料分析與結果.............................. 29
第一節 消費者特性描述.............................. 29
第二節 消費者的滿意度與再購意願分析................... 38
第三節 不同消費者特性再購意願的差異................... 44
第四節 消費者行為、滿意度與再購意願的相關性............. 49
第五章 結論與建議.................................. 53
第一節 結論....................................... 53
第二節 建議....................................... 56
第三節 研究限制.................................... 58
參考文獻.......................................... 59
附 錄............................................ 67
附錄一 本研究問卷................................... 67
附錄二 個案公司與產品簡介............................ 72

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