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研究生:郭幸齡
研究生(外文):Kuo Hsing Ling
論文名稱:雲林地區生技保健食品消費者行為之研究
論文名稱(外文):Research on Consumer Behavior of Bio-Tech Health Food in Yunlin Area, Taiwan
指導教授:張庭彰張庭彰引用關係
指導教授(外文):Chang Ting Chang
學位類別:碩士
校院名稱:亞洲大學
系所名稱:經營管理學系碩士在職專班
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:2011
畢業學年度:99
語文別:中文
論文頁數:84
中文關鍵詞:保健食品消費特性行銷通路食品標示
外文關鍵詞:Government enterpriseConsumptionDynamic capabilitiesFood Labeling
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現代人因生活型態繁忙,飲食習慣不佳及熱量攝取過多等因素,使國人健康狀況堪慮。在十大死因中,因慢性惡化而引貣之疾病比例超過八成(除意外與自殺外),使國內養生觀念及保健意識的觀念受到重視,加上人口有邁向高齡化趨勢,市場興貣購買保健食品之風潮。相對的,經濟成長與國民所得之提升,加上教育程度提高與人際互動的頻繁等因素,消費型態改變,國內生技保健產品蓬勃發展,造就市場上的需求及消費值持續成長,成為市場主流。
本研究主要探討在生技保健食品產業中消費者對產品認知是否會影響消費者對於產品行銷、產品特性及產品通路的感受程度是否會有所影響。希望透過本研究結果,提供生技保健食品產業在行銷策略上的建議,調整行銷資源,以利其未來提供消費者物廉價美、效果佳的生技保健食品。根據本研究統計分析之驗證,得到產品認知與產品行銷、產品特性及產品通路此四種面向皆呈現正相關之結果,意即當提昇產品認知之後,顧客對於產品行銷、產品特性及產品通路的感受程度會有所提昇。
Nowadays, people have unhealthy diets and excess of caloric intake because of the busy lifestyle, which make them worry about their health.Among the ten leading causes of death, the rate of the diseases arising from chronic deterioration is over eighty percents (except accident and suicide), which makes people in Taiwan value the regimen concept and arouse the awareness of health care. In addition to the growing “Aging Advanced Population”, the purchase of health food has come to be a trend in the market. On the other hand, owing to economic growth, the increase of citizen incomes, higher education, frequent interpersonal interaction and the changes of consuming habits, the bio-technique health products develop vigorously that make the demand for the products and the consuming expenditure keep growing, and become the main stream of the market.
The aim of this research is to investigate whether consumers’ product awareness would affect the product marketing, product features and product channels. Hopefully, based on the result of the research, it could provide the bio-technique health foods industry with the suggestions of marketing and the adjustments of marketing resources in order to supply good and unexpensive bio-technique health products to the consumer in the future.According to the result of the static analysis in the research, we can get the positive correlations among the four aspects of the product awareness, product marketing, products features and product channels, which means that after promoting of the products awareness, customers’ conciseness about the products marketing, products features and products channels would be aroused.
致謝································································································································I
中文摘要························································································································I
英文摘要·······················································································································II
目錄······························································································································IV
表目錄···························································································································V
圖目錄························································································································VII
第一章 緒論············································································································1
第一節 研究背景與動機................................................................................1
第二節 研究範圍與目的................................................................................3
第三節 研究流程............................................................................................4
第二章文獻探討····································································································5
第一節 保健食品............................................................................................5
第二節 保健食品市場概況............................................................................8
第三節 消費特性..........................................................................................10
第四節 行銷通路分析..................................................................................12
第五節 消費者對食品標示的知識、態度及行為......................................17
第三章研究方法··································································································21
第一節 研究架構..........................................................................................21
第二節 變數定義..........................................................................................22
第三節 問卷設計與抽樣..............................................................................24
第四節 資料分析方法..................................................................................28
第五節 信度分析..........................................................................................30
第六節 因素分析..........................................................................................31
第四章分析結果··································································································35
第一節 基本資料分析..................................................................................35
第二節 消費者對保健食品通路型態之現況分析......................................37
第三節 人口統計變項與各構面之差異分析..............................................44
第四節 各構面相關分析..............................................................................53
第五章結論與建議······························································································54
第一節 研究結論..........................................................................................54
第二節 研究建議..........................................................................................55
第三節 研究限制..........................................................................................56
參考文獻······················································································································57
附錄一初詴問卷··········································································································61
附錄二正式問卷··········································································································68
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王俊欽(2007)。產品知識、行銷通路對消費者態度及消費者購買意圖之影響-以台灣生技保健食品為例。成功大學企業管理研究所論文,台南。
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林瑩禎(2003)。2003 年食品產業年鑑:台灣保健食品市場回顧與展望。食品工業發展研究所,新竹,254-265。
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食品衛生處食品資訊網。2010 年10 月4 日,取自
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張慈映(2003)。發展中的全球保健食品市場。ITIS 專欄。
張靖雯 探討台灣保健品與保養品通路暨消費模式之分析 玄奘大學國際企業學研究所碩士論文,台北。
許士軍(1986)。現代行銷管理。台北商務印書館,88。
陳得發(1999)。傳銷公司新世紀贏的策略。傳銷世紀83 期,74。
陳麗婷、陳淑芳、陳玉玲(2005)。台灣保健食品產業概況。食品工業發展研究所,新竹。
陳俊峰(2005),影響消費者購買保健食品決策因素之研究-以多層次傳銷為例,58 國立成功大學/高階管理碩士論文。
黃思明(1994)。台灣物流業之類型與核心管理技術。物流管理系列學術研討會論文集,124-130。
劉文俊(2000)。生活習慣、飲食與癌症的預防。基層醫學,15(5),97-100。
蔡佳憓(2007)。健康身體想像的論述形成與權力效果-解析保健食品的社會建構歷程。南華大學社會學研究所碩士論文,嘉義。
蔡博育(2006)。專業背書、通路型態與專利技術標示影響保健食品知覺價值之研究南台科技大學企業管理研究所碩士學位論文

二、英文文獻
Alba, J. W., John Lynch, Barton Weitz, Chris Janiszewski, Richard Lutz, AlanSawyer,Stacy Wood, (1997). Interactive home shopping: consumer, retailer, and manufacturer incentives to participate in electronic marketplaces, Journal of Marketing, 61(3), 38-53
Bowersox, D. J. & Copper, M. B. (1990). Strategic Marketing Channel Management. New York: McGraw-Hill,4 and 338-361.
Engel, J. F. ,David, K. & Blackwell, R. D. (1995). Consumer Behavior, Dryden Press, Fort Worth.
Guirdham, M. (1992). Marketing: the Management of Distribution Channels, Headington Hill Hall, Oxford:Pergamon Press Ltd.
Kolter, P. (2005). Marketing Management: Analysis, Planning and Control, Prentice-Hall, 3-24.
Kotler, P. (1997). A framework for marketing management,Prentice-Hall International,New Jersey.
Montgomery, D. B., & Urban, G. (1969). Management Science In Marketing, New Jersey: Prentice-Hall, Englewood Cliffs.
Peterson, R.A., Sridhar Balasubramanian & Bart J. Bronnenberg (1997). Exploring the implications of the internet for consumer marketing”,Academy of Marketing Science,Journal, 25(4) , 329-346
Rangan, K., Menezes, M. & Maier, E. (1992). Channel selection for new industrial products: A framework, method, and application. Journal of Marketing, 56, July, 69-82.
Singh, J. & Sirdd eshmukh, D. (2000). Agency and Trust Mechanisms in Consumer Satisfaction and Loyalty Judgments.Journal of Academy of Marketing Science. 128, 150 -167.
Stern L. S. & El-Ansary A. I. (1992). Marketing Channels, Englewood Cliffs,N. J. : Pretice-Hall Inc, 11.
Weisburger, J. H. (2000). Eat to Live, Not Live to Eat. Nutrition, 16, 767-773.
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