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系統識別號 U0026-0812200913580061
論文名稱(中文) 機能食品消費行為之前因與後果探討-以國內機能食品為例
論文名稱(英文) A Study on Consumer Behavior of Functional Food:An Example of Functional Food in Taiwan
校院名稱 成功大學
系所名稱(中) 高階管理碩士在職專班(EMBA)
系所名稱(英) Executive Master of Business Administration (EMBA)
學年度 95
學期 2
出版年 96
研究生(中文) 邱明仁
研究生(英文) Ming-Jen Chiu
學號 r0794406
學位類別 碩士
語文別 中文
論文頁數 75頁
口試委員 指導教授-蔡東峻
口試委員-陳勁甫
口試委員-李奇勳
召集委員-樓永堅
口試委員-蔡東峻
中文關鍵字 知覺風險  健康宣稱  使用行為  再購意願  營養成份資訊  顧客滿意度  希望  知覺價值  機能食品 
英文關鍵字 repurchase intensity  customer satisfaction  usage behavior  functional food  hope  perceived value  perceived risk  nutrition information  health claim 
學科別分類
中文摘要 具有特殊生理功能,適宜特定族群使用的機能食品是保健食品市場中越來受到消費者青睞而不斷成長的產品類別,擁有相當可觀的商機。消費者對於機能食品複雜的專業知識雖然不一定十分清楚,但憑著對於產品的印象,消費者即願意購買使用,因此如果可以掌握消費者購買機能食品的潛在心理,將對機能食品廠商的行銷策略擬定有重大影響。
本研究之主要目的在於探討國內機能食品使用者對於機能食品產品包裝標示上的營養成份與健康宣稱二種產品資訊對希望、知覺價值、知覺風險三種變數之間的關係進行研究,也探討這三種變數與消費者使用行為間的關係;同時,也觀察機能食品使用者之使用行為與顧客滿意度、顧客滿意度對再購意願間的因果關係。
本研究選擇國內知名度、普及度較高的三項機能食品作為研究對象,包括只能在包裝標示強調含有多種維他命成份的綜合維他命,以及二項可以標示健康宣稱的產品:靈芝(可宣稱有增強免疫力功效)和雞精(可宣稱有抗疲勞功效)。分別對使用者分發250份共750份問卷,並以其中有效問卷662份進行統計分析;所得研究結果發現:
1.機能食品之產品資訊對希望、知覺價值有正向影響,但不會降低知覺風險。
2.當機能食品消費者的希望程度越高時,將有越高的使用頻率;而知覺風險程度越高則會降低消費者之使用頻率。
3.消費者過去對機能食品之使用頻率越高,目前的顧客滿意度也會越高;而目前的顧客滿意度越高,未來的再購意願也會越高。
4.希望程度越高的消費者其在購買後也將會有越正向的滿意度與再購意願。
英文摘要 Functional food, with special functions and good to specific population, is getting popular, and is a growing category in healthy food market and possesses high business potentiality. Because of product’s image, customers are willing to purchase and use although they do no have professional knowledge related to functional food. Therefore, it will have an important influence on setting marketing strategy if marketers can perceive what customers are thinking.

The purpose of this research is to study the effects of nutrition information and health claims of product labeling on three variables, including hope, perceived value and perceived risk, and also to study the relation of the three variables and usage behavior. Moreover, the relation of usage behavior、customers’ satisfaction and repurchase intensity will be also discussed.

In this research, 250 questionnaires were passed out to each 3 selected functional products and data were collected from 662 effective questionnaires and were statistic analyzed. The results of this research are as following:

1.Nutritional information and health claim have positive effects on hope and perceived value but have no obvious effects on perceived risk.
2.Usage frequency can be enhanced positively by hope and be affected negatively by psychological perceived risk.
3.Customer satisfaction can be enhanced positively by usage frequency. And the higher satisfaction the customers have, the higher repurchase intensity they have.
4.Customers, with higher hope, have higher customer satisfaction and repurchase intensity.
論文目次 第一章 緒論                     1
第一節 研究背景                   1
第二節 研究動機                   2
第三節 研究目的與範圍                4
第四節 研究步驟                   5
第二章 文獻探討                   7
第一節 機能食品                   7
第二節 產品資訊                   10
第三節 使用行為                   12
第四節 希望                     14
第五節 知覺價值                   17
第六節 知覺風險                   20
第七節 顧客滿意度                  23
第八節 再購意願                   25
第三章 研究方法                   27
第一節 研究架構與研究假設              27
第二節 操作性定義及問卷設計             28
第三節 抽樣與問卷發放                33
第四節 資料分析方法                 33
第四章 結果分析與討論                36
第一節 敘述性統計分析                36
第二節 信度分析                   45
第三節 人口統計變項對各構面之差異分析        46
第四節 產品資訊之影響                53
第五節 希望、知覺價值、知覺風險對使用行為之影響   58
第六節 使用行為、顧客滿意度與再購意願間之影響    63
第五章 結論與建議                  65
第一節 研究結論                   65
第二節 實務上的建議                 67
第三節 研究限制與未來研究之建議           69
參考文獻                       71
附錄:研究問卷
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