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研究生:黃祈鴻
研究生(外文):Huang, Chi-Hung
論文名稱:消費者創新性、知覺風險、信任、價格敏感度及購買意願之關聯性研究-以藥局通路為例
論文名稱(外文):The Relationships among Consumer Innovativeness, Perceived Risk, Trust, Price Sensitivity, and Purchase Intention - The Case of Pharmacy Industry
指導教授:林耀南林耀南引用關係
指導教授(外文):Lin,Yao-Nan
口試委員:翁明祥劉上嘉
口試委員(外文):Wuang,Min-SunLiu,Shang-Chia
口試日期:2017-06-07
學位類別:碩士
校院名稱:輔仁大學
系所名稱:企業管理學系管理學碩士在職專班
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:2017
畢業學年度:105
語文別:中文
論文頁數:74
中文關鍵詞:消費者的創新性知覺風險信任價格敏感度購買意願
外文關鍵詞:Consumer InnovativenessPerceived RiskTrustPrice SensitivityPurchase Intention
相關次數:
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  • 下載下載:36
  • 收藏至我的研究室書目清單書目收藏:2
在醫學日益發達的台灣,保健食品對於人們健康的助益,已走向預防醫學之領域。故保健食品不僅能降低疾病發生的機會,有些保健食品更能改善疾病的狀況,並能提升生活品質。也讓人們思考不僅要活得久,更要活得好。近年來,其消費者的購買行為大幅改變。因此了解消費者至藥局通路採購保健產品最重視及主要需求,乃是一重要課題。
本研究利用SPSS 20.0統計軟體及LISREL 8.51程式來進行統計分析及各項之關聯性檢視。有效樣本共計319份。本研究發現:(1) 當消費者創新性越高,其信任為負向關聯;(2) 當消費者創新性越高,其價格敏感度為負向關聯;(3) 當消費者創新性越高,其知覺風險為負向關聯;(4) 當信任越高,其價格敏感度為負向關聯;(5) 當知覺風險越高,其價格敏感度為正向關聯;(6) 當價格敏感度越高,其購買意願為正向關聯;(7) 消費者創新性越高,其購買意願為負向關聯。綜合而言,本研究有助於將顧客的需求反映到藥局通路及創新性保健產品行銷策略上,希望能藉此更有效了解顧客需求,以提供藥局決策者及保健產品製造商訂定銷售及行銷策略參考,進而提昇競爭力。
Pharmacy industry is minority of the service industries but high values in Taiwan. The purpose of this study is to find the relationships among The valid sample is 319. SPSS 20.0 with LISREL LISREL 8.51 computer program was used to analysis of each association. This study finding are: (1) higher consumer innovativeness has lower trust; (2) higher consumer innovativeness lower Price sensitivity; (3) higher consumer innovativeness has lower perceived risk; (4) higher trust has lower price sensitivity; (5) higher perceived risk has higher price sensitivity; (6) higher price sensitivity has higher purchase intention; (7) higher consumer innovativeness has lower purchase intention. Finally, the above findings provided some suggestions as a reference to improve service quality, and thus enhance competitiveness in the practical fields.
第壹章 緒論.....................1
第一節 研究動機.................1
第二節 研究目的.................3
第三節 研究流程.................4
第貳章 文獻探討.................5
第一節 消費者創新性.............5
第二節 知覺風險................11
第三節 信任....................11
第四節 價格敏感度..............19
第五節 消費者購買意願..........23
第參章 研究方法................27
第一節 研究假設................27
第二節 研究架構................31
第三節 研究變項之操作型定義....32
第四節 問卷設計................40
第五節 資料蒐集方法............43
第肆章 資料分析與討論..........44
第一節 樣本人口統計變項........44
第二節 信度分析................46
第三節 相關係數檢定............47
第四節 結構方程式模式分析......48
第五節 結構方程式估計結果......51
第伍章 結論....................54
第一節 結論與討論..............54
第二節 對企業之建議............56
第三節 研究限制................57
第四節 研究建議................59
參考文獻 ................61
附錄一 正式問卷.................70

表目錄
頁次
表2-1-1 消費者創新性相關定義彙整表.............6
表2-2-1 知覺風險之定義彙整表.............12
表2-3-1 信任之定義彙整表.............16
表2-4-1 價格敏感度相關定義彙整表.............21
表2-5-1 購買意願相關定義彙整表.............24
表3-3-1 本研究假設之變數構面與操作性定義.............33
表3-3-2 消費者創新性構面定義與衡量.............34
表3-3-3 知覺風險構面定義與衡量.............36
表3-3-4 信任構面定義與衡量.............37
表3-3-5 價格敏感度構面定義與衡量.............38
表3-3-6 購買意願問項設計彙整表.............39
表3-3-7 人口統計變項.............40
表3-4-1 本問卷內容.............41
表4-1-1 人口統計變項分析.............44
表4-2-1 分量表之信度檢定.............46
表4-3-1 本研究各變項之相關係數矩陣 (N=319).............47
表4-4-1 本研究模型之配適度檢定.............48
表4-5-2 結構模型實證分析結果.............52
表4-5-3 論模式之潛在變項影響效果路徑係數整理表 (標準化係數).............53

圖目錄
頁次
圖 1-3-1研究流程圖.............4
圖 3-2-1本研究之概念架構.............31
圖 4-5-1結構模型實證分析結果圖.............51



中文部份
1.柯維琳 (2005)。網路拍賣之知覺風險、風險管控措施、信任與購買意向間關係之研究。東吳大學國際貿易學系國際企業組未出版碩士論文,台北市。
2.許士軍 (1987)。新加坡消費者對不同來源地產品之知覺及態度。管理評論,6,1-18。
3.陳欣榮 (2011)。機能性茶飲品牌形象、知覺品質、產品創新與購買意圖對購買行為影響之研究。嘉義大學生物事業管理學系碩士班未出版碩士論文,嘉義市。
4.謝安田、倪家珍、紀夙娟 (2007)。消費者自信心對價格敏感度影響之研究。 文大商管學報,12 (1),25-50。

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