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系統識別號 U0026-0812200915092875
論文名稱(中文) 消費者資訊搜尋來源暨影響因素之研究 - 以『健康食品』為例
論文名稱(英文) A Study on Consumer Information Searching Sources and Its Influencing Factors - A Case on Health Food
校院名稱 成功大學
系所名稱(中) 企業管理學系專班
系所名稱(英) Department of Business Administration (on the job class)
學年度 97
學期 2
出版年 98
研究生(中文) 曾大展
研究生(英文) Da-chan Tseng
學號 r4796107
學位類別 碩士
語文別 中文
論文頁數 68頁
口試委員 口試委員-許永明
口試委員-楊澤泉
指導教授-蔡燿全
中文關鍵字 消費者行為  資訊搜尋  知覺風險  產品涉入  健康食品  搜尋成本與限制  社會心理報酬 
英文關鍵字 Social Return  Health Food  Cost and Limitation  Perceived Risk  Product Involvement  Consumer behavior  Information Search 
學科別分類
中文摘要 隨著生活水準的提昇,人們也漸漸了解到養身之重要性,坊間各種通過認證的健康食品,也逐漸取代了一般性的食品,成為保健市場上的主流。消費者行為一直是行銷研究的核心課題,而消費者行為中的資訊搜尋與評估更是消費者購買決策過程中極為重要的步驟之一。而了解消費者所選擇資訊搜尋的來源可讓健康食品業者作為產品行銷策略與通路佈局的參考。產品涉入、知覺風險、搜尋的成本與限制、社會心理報酬動機對於消費者資訊搜尋來源而言是重要的關鍵性因素,本研究之主要目的在探討:

1. 消費者不同涉入型態對資訊搜尋來源的影響。

2. 消費者不同知覺風險型態對資訊搜尋來源的影響。

3. 消費者不同搜尋成本與限制對資訊搜尋來源的影響。

4. 消費者為獲得社會心理報酬的動機對資訊搜尋來源的影響。

5. 針對研究結果訂定建議,以供業者在作為行銷與通路策略擬定時之重要參考。

經過實證的研究分析,主要研究結論如下:

1. 消費者有較高的功能性知覺風險,而對降低知覺風險所採用的資訊來源中,個人資訊來源明顯高於非個人資訊來源。

2. 消費者產品涉入型態不同,對資訊來源之構面因素有顯著差異。

3. 消費者獲得社會心理報酬動機對資訊來源之構面因素有顯著影響。

4. 消費者搜尋的成本與限制,對資訊來源之構面因素有顯著差異。
英文摘要 People put more and more concerns in keeping in good health as the improvement of living, and more and more certified health food has been substituted for traditional food in current consuming market. Consumer behavior is a core subject of marketing research, and information searching and evaluation is one of the important steps in the process of consumer purchasing strategy. On the other hand, if we can realize the differences of consumer’s information sources, and then we might be able to offer a reference to the maketer’s promotion and sales channel strategy. Product involvement, perceived risk, cost & limitation and incentive to obtain social return are important influencing factors of consumer’s searching behavior, so the objectives of this research are as following:

1. How consumer’s information sources are influenced by consumer’s different types of product involvement?
2. How consumer’s information sources are influenced by consumer’s different types of perceived risk?
3. How consumer’s information sources are influenced by consumer’s cost and limitation?
4. How consumer’s information sources are influenced by consumer’s incentive to obtain social return?
5. According to the conclusion of this research, we hope to offer a reference to the maketer’s promotion and sales channel strategy

After the analysis of experimental study, we have the coclusions as following:

1. Consumers possesses higher perceived functional risk than perceived emotional risk, and consumer intend to use more personal information sources than impersonal to reduce the perceived functional risk.
2. Consumer’s different types of product involvement will cause obvious difference for consumer’s information sources.
3. Different searching cost and limitation will influence consumer’s information searching behavior.
4. Consumer’s incentive to obtain social return has obvious relation to consumer’s information searching behavior.
論文目次 第一章 緒論
第一節 研究背景與動機---------------------------1.
第二節 研究目的---------------------------------2.
第三節 研究流程---------------------------------3.
第二章 市場現況與文獻探討
第一節 健康食品市場現況-------------------------4.
第二節 消費者資訊搜尋的定義及影響資訊搜尋的因素-10.
第三節 產品涉入對資訊搜尋的影響-----------------13.
第四節 知覺風險對資訊搜尋的影響-----------------14.
第五節 資訊搜尋的成本與限制對資訊搜尋的影響-----16.
第六節 消費者獲得社會心理報酬動機對資訊搜尋的影響-17.
第三章 研究方法
第一節 研究架構--------------------------------19.
第二節 研究假設--------------------------------20.
第三節 變數的定義與衡量-------------------------20.
第四節 研究的範圍和對象-------------------------25.
第五節 問卷與抽樣設計---------------------------25.
第六節 資料分析方法-----------------------------27.
第四章 資料分析與討論
第一節 敘述性統計分析---------------------------30.
第三節 問卷因素分析與信度檢定------------------34.
第三節 消費者資訊搜尋來源影響因素的複迴歸實證分析-42.
第四節 變異數分析---------------------------------47.
第五節 五組預測變數效果之討論---------------------52.
第五章 結論與建議
第一節 研究結論-----------------------------------56.
第二節 實務上的建議-------------------------------58.
第三節 研究限制及對未來研究者的建議---------------59.
附錄
參考文獻------------------------------------------60.
問卷----------------------------------------------64.
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行政院主計處,http://www.dgbas.gov.tw/ (2009)

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二、英文部份
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