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研究生:孫于傑
研究生(外文):SUEN,YU-JIE
論文名稱:從眾行為對保健食品再購意願影響之研究 ─ 以品牌形象為干擾變數
論文名稱(外文):The Effect of Conformity Behavior on Repurchase Intentions of Health Food- the Moderating Effects of Brand Image
指導教授:謝茵如謝茵如引用關係
指導教授(外文):SHIE,YIN-RU
口試委員:林英顏胡瓊元
口試委員(外文):LIN,YING-YANHU,CHIUNG-YUAN
口試日期:2014-06-03
學位類別:碩士
校院名稱:大葉大學
系所名稱:管理學院碩士在職專班
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:2014
畢業學年度:102
語文別:中文
論文頁數:98
中文關鍵詞:從眾行為再購意願品牌形象保健食品
外文關鍵詞:conformitybehaviorrepurchase intentionsbrand imagehealth food
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本研究目的在探討從眾行為對保健食品再購意願之影響,,以及品牌形象對從眾行為與保健食品再購意願關係之干擾影響。本研究採用問卷調查法,以曾購買使用保健食品之消費者為調查對象。本研究結果發現,消費者的性別對資訊從眾、再購意願及品牌形象上有顯著差異,女姓均顯著高於男姓。從眾行為與再購意願具有顯著的相關性,品牌形象與再購意願亦具顯著相關性;從眾行為對保健食品再購意願具有顯著正向的影響,而品牌形象對從眾行為與保健食品再購意願之關係不具顯著干擾影響。
The purpose of this study is to investigate the effect of brand image and conformity behaviors on repurchase intentions in health food markets. It also analyzes the moderating role of brand image in conformity behaviors and repurchases intentions. The theoretical model is tested with a sample of 258 health food customers who use the offline or the online questionnaire survey. Four empirical results indicate that (1) female consumers increase with higher informational social influences, repurchase intentions and brand image than males, (2) the conformity behaviors significantly influences the decision of repurchase intention, (3) the brand image of health food strongly enhances the willingness to repurchase intention, (4) the brand images of health food does not contribute significantly moderated effect to the relationship between conformity behaviors and repurchase intention.
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 9
第三節 研究流程 10
第二章 文獻探討 11
第一節 從眾行為 11
第二節 再購意願 19
第三節 品牌形象 25
第四節 人口統計變項 33
第五節 保健食品 34
第三章 研究方法 39
第一節 研究架構 39
第二節 研究假設 40
第三節 研究變數之操作性定義及量表 43
第四節 問卷設計及樣本蒐集 46
第五節 統計方法 46
第四章 資料分析及研究結果 49
第一節 敘述性統計資料分析 49
第二節 問卷之信度及效度分析 51
第三節 人口統計變數在各研究構面的差異性分析 52
第四節 相關分析 60
第五節 迴歸分析 62
第五章 研究結論與建議 73
第一節 研究結論 73
第二節 研究建議 77
第三節 研究限制 80
參考文獻 81
一、中文部分 81
二、英文部分 85
附錄 95
附錄一 研究問卷 95
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