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研究生:張忠宸
研究生(外文):Chung-Chen Chang
論文名稱:產品知識、口碑、知覺風險、通路與購買意願影響之研究-以保健食品為例
論文名稱(外文):A Study on the Product knowledge, Word-of-Mouth, Perceived Risk, Channel and Purchasing Intention of Health Food Industry in Taiwan
指導教授:陳世良陳世良引用關係
指導教授(外文):Shieh-Liang Chen
口試委員:張世其吳容明
口試委員(外文):Shih-Chi ChangRong-Ming Wu
口試日期:2012-07-02
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:2012
畢業學年度:100
語文別:中文
論文頁數:87
中文關鍵詞:保健食品產品知識口碑知覺風險通路購買意願
外文關鍵詞:Health FoodProduct knowledgeWord-of-MouthPerceived RiskChannelPurchasing Intention
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近年來,台灣人口趨向老人化,預防醫學與養生觀念的提倡,保健食品產業亦逐漸成為炙手可熱的明星產業。由於保健食品對消費者而言乃攸關性較高的商品,使消費者對其有著一定程度之知覺風險,進而在購買決策過程中企圖尋求可降低其知覺風險的資訊,其中人與人之間的口碑傳播不僅常視為是最重要的資訊來源,且較其他資訊來源具有更強的說服力。產品知識一向是消費者行為的中心議題,而網路發展迅速,消費者可輕易的從其他通路獲得產品資訊。
故本研究選擇以保健食品為研究標的,旨在探討消費者所具備保健食品相關的產品知識的多寡、知覺風險的高低、以及口碑是否會影響購買意願與並以通路為干擾變項。
本研究依文獻回顧建立產品知識、口碑、知覺風險與購買意願之行為架構,調查有效樣本362份,運用SPSS以及結構方程式(SEM)進行研究結果分析及假說驗證。研究結果顯示,消費者的主觀產品知識與正向口碑皆正向影響購買意願,而知覺風險則負向影響。再者,通路為產品知識、口碑、知覺風險的干擾因素。

In recent years, Taiwan's population is elderly, and to promote preventive medicine and health concepts, health food industry has gradually become the hottest star industry. Health food for consumers is the relevance of higher commodity of consumers with a certain degree of perceived risk, and then attempt to seek information that can reduce their perceived risk in the purchase decision-making process, in which people between word of mouth often regarded as the most important sources of information, and more persuasive than other sources of information. Product knowledge has always been a central issue of consumer behavior, the rapid development of the network, consumers can easily obtain product information from other channels.
This study, health food, study the subject, to investigate the amount consumers have knowledge of the health food related products, the level of perceived risk, and word of mouth will affect the purchase intention and pathways as a moderating variable.
In this study, product knowledge, reputation, perceived risk and purchase intention of the behavior framework, the survey sample of 362, using SPSS, and structural equation modeling (SEM) analysis and hypothesis testing results in accordance with the literature review. The results show that consumers' subjective product knowledge and positive word of mouth are the positive effects on purchase intention, and perceived risk of negative impact. Furthermore, access to product knowledge, reputation, perceived risk of interference factors.

謝誌 I
中文摘要 II
英文摘要 III
目錄 IV
表目錄 VI
圖目錄 VIII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討 5
第一節 保健食品產業概述 5
第二節 產品知識 9
第三節 口碑 10
第四節 知覺風險 15
第五節 購買意願 17
第六節 通路 18
第七節 研究變數間之關聯探討 21
第三章 研究設計 25
第一節 研究架構 25
第二節 研究假說 26
第三節 變數之操作性定義 26
第四節 問卷設計與抽樣 31
第五節 資料分析方法 32
第四章 研究分析 33
第一節 樣本資料敘述 35
第二節變異數分析 38
第三節 驗證性因素分析模型檢定及修正 49
第四節 信效度與配適度分析 52
第五節 整體模式分析 55
第五章 結論與建議 57
第一節 結論 57
第二節 建議 59
參考文獻 61
附錄一 70

文獻回顧
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