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研究生:廖敏秀
研究生(外文):Liao Min-Hsiu
論文名稱:影響消費者對牛樟芝產品購買意願因素之研究
論文名稱(外文):The Influence Factors of Customers’ Purchasing intention for the Healthy Food of Taiwanofungus camaphoratus
指導教授:黃宗成黃宗成引用關係
指導教授(外文):Huan, Tzung-Cheng Ph. D.
學位類別:碩士
校院名稱:國立嘉義大學
系所名稱:管院碩士在職專班(EMBA Program at College of Manageme
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
畢業學年度:98
語文別:中文
論文頁數:97
中文關鍵詞:銷售人員屬性關係銷售行為產品知識知覺風險
外文關鍵詞:salesperson’s attributerelational selling behaviorproduct knowledgeperception of risk
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本研究目的在於了解消費者對銷售人員屬性、銷售關係行為、產品知識、知覺風險、產品信任及購買意願之間的關係。本研究以問卷調查的方式發放,發放對象為嘉義市某連鎖藥局購買牛樟芝產品之消費者,採用便利抽樣,共回收382份有效問卷,透過SPSS 12.0版套裝軟體進行資料分析。研究結果顯示:(1)消費者銷售人員屬性、關係銷售行為與產品信任具有顯著影響;(2)消費者產品知識與知覺風險、產品信任、購買意願具有顯著影響;(3)消費者知覺風險與產品信任、購買意願具有顯著影響;(4)消費者產品信任與購買意願具有顯著影響。
根據前述發現,本研究最後提出以下建議,目標客源年齡範圍大約在21-35歲,可向上延伸至35歲以上的消費者、購買牛樟芝產品的女性比例較男性高,可建立關係品質模式,增加產品知識及服務的專業獨特性,降低消費者的知覺風險,以提供業者在實務上之參考。
The objective of this research is to explore the relationship between salesperson’s attribute, relational-selling behavior, customer’s product knowledge, perceived risk, product belief and purchasing intention. The customers of a pharmacy chain in Chiayi City were interviewed to learn about customers' purchasing intentions on healthy food of Taiwanofungus camaphoratus. By using convenience sampling method, 382 valid questionnaires were collected and the research findings are followings: (1) attribution of salesperson and relational-selling behavior will positively influence a customer’s beliefs about the product ; (2) customer’s knowledge of product and perception of risk will positively influence customer’s product beliefs and purchase intentions; (3) customer’s perception of risk and belief to a product will positively influence what customer’s purchase intentions; and (4) customer’s belief about products will positively influence customer’s purchase intentions. Based on the research findings, suggestions are made for health food promotion.
According to the findings as above, this research comes out with a recommendation to target the client who would be the age between 21~35 and may extend to the age above 35 and the percentage of purchasing camaphoratus by female consumer is higher than male. This can build a relate-quality model which will increase the product knowledge and unique professional service characteristics. Also, it will help on reducing the consumer’s risk on product perception and provide proprietor a reference on real practice.
目   錄
誌謝……………………………………………………………… I
中文摘要………………………………………………………… II
英文摘要………………………………………………………… III
目錄……………………………………………………………. IV
表目錄………………………………………………………… VI
圖目錄……………………………………………........... VIII
第壹章 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
第四節 研究範圍與限制……………………………….. 7
第五節 名詞釋義…………………………………………….. 7
第貳章 文獻回顧…………………………………....... 8
第一節 銷售人員屬性…………………………………….. 8
第二節 關係銷售行為…………………………………….. 11
第三節 產品知識…………………………………………….. 13
第四節 知覺風險…………………………………….. 16
第五節 產品信任…………………………………...... 22
第六節 購買意願………………………………………….... 32
第七節 研究假設…………………………………….. 36
第參章 研究方法………………………………...... 40
第一節 研究架構與假設……………………………….. 40
第二節 研究變項操作型定義………………………….. 42
第三節 研究對象與抽樣方法……………………………….. 46
第四節 資料分析方法……………………………………….. 46
第肆章 結果與討論………………………………………….. 48
第一節 描述性統計分析........................... 48
第二節 消費者對銷售人員屬性與產品信任之關係....... 54
第三節 消費者對關係銷售行為與產品信任之關係........ 56
第四節 消費者之產品知識與知覺風險之關係......... 58
第五節 消費者之產品知識與產品信任之關係........... 60
第六節 消費者之產品知識與購買意願之關係.......... 62
第七節 消費者之知覺風險與產品信任之關係........... 64
第八節 消費者之知覺風險與購買意願之關係............ 66
第九節 消費者之產品信任與購買意願之關係........ 68
第伍章 結論與建議……………………………………… 70
第一節 結論................................ 70
第二節 建議.................................. 72
參考文獻………………………….………………………… 74
一、中文部分……………………………………………… 74
二、外文部分……………………………………………… 76
附錄一 問卷調查表………………………….………… 87





















表目錄
表2-4-1 知覺風險衡量彙整表………………………….…………………………….. 19
表2-5-1 信任定義………………………….………………………………………….. 25
表2-5-2 信任衡量構面………………….……………………………………………. 31
表2-6-1 購買意願定義………………….……………………………………………. 33
表2-6-2 購買意圖衡量構面………………….………………………………………. 34
表3-2-1 銷售人員屬性量表………………….………………………………………. 42
表3-2-2 關係銷售行為量表………………….………………………………………. 43
表3-2-3 產品知識量表………………….……………………………………………. 43
表3-2-4 知覺風險量表………………….……………………………………………. 44
表3-2-5 產品信任量表………………….……………………………………………. 44
表3-2-6 購買意願量表………………….……………………………………………. 45
表3-2-7 預試問卷之信度分析………………….……………………………....…… 46
表3-4-1 本研究資料分析與方法………………….…………………………………. 47
表4-1-1 消費者之個人基本資料……………….……………………………………. 49
表4-1-2 消費者對『牛樟芝』產品的銷售人員屬性描述性統計分析……………. 50
表4-1-3 消費者對『牛樟芝』產品的關係銷售行為描述性統計分析……………. 50
表4-1-4 消費者對『牛樟芝』產品的產品知識……………………………………. 51
表4-1-5 消費者對『牛樟芝』產品的知覺風險…………………………………….. 51
表4-1-6 消費者對『牛樟芝』產品的產品信任…………………………………….. 52
表4-1-7 消費者對『牛樟芝』產品的購買意願…………………………………….. 53
表4-2-1 消費者對『牛樟芝』的銷售人員屬性與產品信任之相關分析…………. 54
表4-2-2 消費者對『牛樟芝』的銷售人員屬性對產品信任之影響分析…………. 55
表4-3-1 消費者對『牛樟芝』的關係銷售行為與產品信任之相關分析………….. 56
表4-3-2 消費者對『牛樟芝』的關係銷售行為對產品信任之影響分析………….. 57
表4-4-1 消費者對『牛樟芝』的產品知識與知覺風險之相關分析……………….. 58
表4-4-2 消費者對『牛樟芝』的產品知識對知覺風險之影響分析……………….. 59
表4-5-1 消費者對『牛樟芝』的產品知識與產品信任之相關分析……………….. 60
表4-5-2 消費者對『牛樟芝』的產品知識對產品信任之影響分析……………….. 61
表4-6-1 消費者對『牛樟芝』的產品知識與購買意願之相關分析……………….. 62
表4-6-2 消費者對『牛樟芝』的產品知識對購買意願之影響分析……………….. 63
表4-7-1 消費者對『牛樟芝』的知覺風險與產品信任之相關分析……………….. 64
表4-7-2 消費者對『牛樟芝』的知覺風險對產品信任之影響分析……………….. 65
表4-8-1 消費者對『牛樟芝』的知覺風險與購買意願之相關分析………………… 66
表4-8-2 消費者對『牛樟芝』的知覺風險對購買意願之影響分析……………….. 67
表4-9-1 消費者對『牛樟芝』的產品信任與購買意願之相關分析……………….. 68
表4-9-2 消費者對『牛樟芝』的產品信任對購買意願之影響分析……………….. 69
表5-1-1 研究假設之實證結果……………………………………………………….. 70





















圖目錄
圖1-3-1 研究流程圖………………………….……………………………………... 6
圖2-1-1 Crosby, Evens and Cowles(1990)之關係品質模式.……………………… 8
圖2-1-2 Lagace et al.(1991)之關係品質模式.………………………………………. 10
圖2-5-1 信任的四個構面………………….………………………………………… 30
圖3-1-1 研究架構圖………………….……………………………………………... 40
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