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系統識別號 U0026-1101201721351900
論文名稱(中文) 影響持續購買T公司生技產品與否之決定性因素
論文名稱(英文) Factors Affecting Continuous Purchase Decision on T Company’s Biotechnology Products
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 105
學期 1
出版年 105
研究生(中文) 蘇明芬
研究生(英文) Ming-Fen Su
電子信箱 smfaliea@gmail.com
學號 R07034160
學位類別 碩士
語文別 中文
論文頁數 61頁
口試委員 指導教授-康信鴻
口試委員-陳水蓮
口試委員-張心馨
口試委員-莊雙喜
口試委員-林啟禎
中文關鍵字 生技產品  線性機率模型  顧客滿意度  關係行銷  企業形象 
英文關鍵字 biotechnology products  linear probability model  customer satisfaction relationship marketing  corporate image 
學科別分類
中文摘要 現代人對自我養生保健的觀念愈來愈重視,近年來因受大環境經濟景氣低迷的因素,生技產業的成長雖然也有受影響,但在長遠來看,市場仍有利基的情況下,相對的同業的競爭也非常激烈,如何加強產品的質量,以及研發技術上的提升,進而讓顧客能夠長期保持購買的動力,這點是非常重要的。
本研究主要探討影響持續購買T公司生技產品與否之決定性因素,以個案T公司之往來顧客為抽樣問卷對象,進行問卷調查,並透過LPM迴歸分析來探討持續購買與否與顧客滿意度、關係行銷與企業形象之關係,來得知持續購買個案公司生技產品之決定性因素,並進一步納入不同屬性顧客基本資料加以探討,可提供T公司及生技保健食品業作為經營策略上之參考。
經LPM迴歸分析結果,在顧客滿意度構面,品質滿意度與持續購買有正相關顯著關係;價格滿意度與持續購買有正相關顯著關係,故持續維持良好產品品質及價格優勢是強化持續購買的競爭利器。在關係行銷構面皆不顯著,有進一步努力空間。在企業形象構面,品質及專業度與持續購買有正相關顯著關係,維持良好的品質與專業度是顧客持續購買的關鍵因素。進一步加入顧客基本資料來進行探討,顧客基本資料年營業額方面,年營業額501-1000萬元與持續購買有正相關顯著關係;年營業額1001萬元(含)以上與持續購買有正相關顯著關係,顯示年營業額越大的公司越會持續購買,應強化與年營業額越大公司的業務往來關係。
英文摘要 SUMMARY
This study primarily focused on exploring the determining factors for the repeat purchase of biotechnology products in T Company, using the customers who has purchased from our company during the past 1.5 years as the study subjects. 102 questionnaires were distributed and 90 were returned, an effective return rate of 90.19% based on the 90 returned questionnaires. A statistical analysis software, Linear Probability Model, was used to perform reliability and validity analysis. A regression analysis based on Linear Probablity Model using E-View software was then performed. The final regression results of an adjuted cofficient of detrmination (R-Squared) reaching 96.94% showed a very satisfactory explanatory power of the model overall.
Results from the linear probablity analysis indicated as follows:
(1) In terms of the cutomer satisfaction, including quality satisfaction, and price satisfaction, all showed significantly positive impact on constant purchase.
(2) In terms of the relationship marketing showed a negative impact on repeat purchase.
(3) In terms of the corporate image, including its level of quality and professionalism showed a positive impact on repeat purchase.
(4) The annual sales of the customer companies ranging from $5.01 million to $10 million, and over $100 million showed significantly positive impact on repeat purchase.
Keywords: biotechnology products, linear probability model, customer satisfaction relationship marketing, corporate image.

INTRODUCTION
T Company is professional one in researching and producing the biotechnology products, including OEM, and ODM. After a review of related reports, this study found that is no research focusing on our customer's repeat purchase behavior for the biotechnology products, which inspired me to choose this topic to make a further research. Accordingly, to fill the insufficienct data in past related research, T Company has made a survey on the impact of customer's repeat purchase behaviors from their satisfaction, relationship marketing, corpprate image, and basic customer information (such as industry, number of employees, their main products, and operating income).
MATERIALS AND METHODS
This study primarily focused on exploring the determining factors for the repeat purchase of biotechnology products in T Company, using the customers who have purchased from T Company in the past 1.5 years as the study subjects. 102 questionnaires were distributed and 90 were returned, an effective return rate of 90.19% based on the 90 returned questionnaires. A statistical analysis software, Liner Probability Model, was used to perform reliability and validity analysis. A regression analysis based on Linear Probability Model using E-View software was then performed. The final regression results of an adjuted cofficient of detrmination (R-Squared) reaching 96.94% showed a very satisfactory explanatory power of the model overall.
RESULTS AND DISCUSSION
Table 4-11 The Final Regression Result of Factors Affect the Purchasing Decision on the T Company’s Biotechnology Products
Variables code Pred
Sign Coefficient t-Statistic Prob
intercept C -0.5868 -17.5962   0.0000
Explanatory
variables X1 Quality Satisfaction + 0.0721 3.6114 0.0005***
X2 Price Satisfaction + 0.0592 2.6704 0.0092***
X3 Service Satisfaction + 0.0125 0.6434 0.5218
X4 Post-Sales Service + 0.0154 0.7413 0.4607
X5 Trust and Friendship + 0.0241 1.1917 0.2370
X6 Recurrent visit + 0.0230 0.9552 0.3424
X7 Recommendation + 0.0399 1.7399 0.0858*
X8 Certification + 0.0458 2.2291 0.0286**
X9 Integrity + 0.0084 0.3573 0.7219
X10 Professionalism + 0.0392 1.9457 0.0552*
Durbin-Watson stat 1.7960
R-squared 0.9723
Adjusted R-squared 0.9688
F-statistic(P-value) 277.0978(0.0000)***
Note:
(1) N=90
(2) ***,**, * denote significance at the 1%,5%,10% levels respectively

Table 4-12 The Final Regression Result of Factors Affect the Purchasing Decision on the T Company’s Biotechnology Products (included D11~D42)
Variables Code Pred
Sign Coefficient t-Statistic Prob
intercept C   -0.6139 -13.7780   0.0000
Explanatory
variables X1 Quality Satisfaction + 0.0745 3.6157 0.0006***
X2 Price Satisfaction + 0.0476 2.0724 0.0418**
X3 Service Satisfaction + 0.0096 0.4835 0.6302
X4 Post-Sales Service + 0.0022 0.1020 0.9191
X5 Trust and Friendship + 0.0307 1.3829 0.1710
X6 Recurrent visit + 0.0323 1.3079 0.1951
X7 Recommendation + 0.0270 1.1593 0.2502
X8 Certifications + 0.0320 1.4646 0.1474
X9 Integrity + 0.0160 0.6610 0.5108
X10 Professionalism + 0.0456 2.2144 0.03**
D11 Industrial +/- -0.0105 -0.2440 0.8079
D12 Industrial +/- 0.0041 0.1189 0.9057
D21 Number of Employees +/- 0.0041 0.1303 0.8967
D22 Number of Employees +/- 0.0168 0.5888 0.5578
D3 The Main Products +/- 0.0506 1.5827 0.1179
D41 Operating Income +/- 0.0639 1.7297 0.088*
D42 Operating Income +/- 0.0704 2.2359 0.0285**
Durbin-Watson stat 1.8665
R-squared 0.9752
Adjusted R-squared 0.9694
F-statistic(P-value) 166.7569(0.0000)***
Note:
(1) N=90
(2) ***,**, * denote significance at the 1%,5%,10% levels respectively

CONCLUSION
The results of LPM regression showed that the overall regression equation was 1% significant, adjusted R-squared was 97%, and the overall explanatory power was good. Results from the linear probablity analysis indicated as follows:
(1) In terms of the cutomer satisfaction with its product quality and price, all showed significantly positive impact on constant purchase.
(2) In terms pf the relationship marketing showed a negative impact on repeat purchase.
(3) In terms of the corporate image, including its level of quality and professionalism showed a positive impact on repeat purchase.
(4) The annual sales of the customer companies ranging from $5.01 million to $10 million, and over $100 million showed significantly positive impact on repeat purchase.
論文目次 摘要 I
ABSTRACT II
誌 謝 VI
目錄 VII
表目錄 IX
圖目錄 X
第一章 緒論 1
第一節 研究動機 1
第二節 研究目的 2
第三節 研究流程 2
第二章 文獻探討 1
第一節 台灣生技產業發展與概況 1
第二節 T公司簡介 4
第三節 顧客滿意度相關文獻 8
第四節 關係行銷相關文獻 10
第五節 第五節企業形象相關文獻 11
第六節 本文努力方向及假說發展 13
第三章 研究方法 17
第一節 實證模型設計 17
第二節 變數之操作型定義與衡量 18
第三節 問卷設計 19
第四節 抽樣設計 21
第五節 資料分析方法 21
第四章 實證結果分析 28
第一節 樣本資料分析 28
第二節 各構面因素之萃取與信度、效度分析 32
第三節 線性機率模型-未將虛擬變數納進之迴歸結果 35
第四節 LPM線性機率模型-將虛擬變數納進之迴歸結果 37
第五章 結論與建議 42
第一節 研究結論 42
第二節 實務心得感想與建議 43
參考文獻 49
附錄一 53
附錄二 56
附錄三 60
參考文獻 一、 中文部份
1. 2015年臺灣保健食品消費行為與生活型態調查研究,2015,調查報告第104-6556號,經濟部技術處產業技術知識服務計畫IRDI-104-A205。
2. 林陽助 (1996), 顧客滿意決定模式與效果之研究-台灣自用小客車之實證,國立台灣大學商學研究所博士論文。
3. 食品產業年鑑科技專案成果, 2016, 第155~171頁,經濟部技術處產業技術知識服務計畫FIRDI-105-T301。
4. 馬其瑞 (2003), 國內醫師選擇保健食品之行為研究,國立成功大學高階管理碩士在職專班碩士論文。
5. 康信鴻 (2015), 管理經濟學:生活應用導向,雙葉書廊。
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7. 黃秀慧 (2014), 服務品質對企業形象、顧客知覺價值與滿意度及再購意願的影響之研究-以A公司連鎖門市為例,僑光科技大學企業管理研究所碩士論文。


二、英文部份
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