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系統識別號 U0026-1408201710415400
論文名稱(中文) 消費者對藥局銷售人員信任與品牌形象對保健食品品牌態度的影響:以涉入程度與品牌偏好為調節變數
論文名稱(英文) The Impacts of Trust and Brand Image on Brand Attitudes toward Nutritional Supplement in Pharmacy Channel - The Moderating Effect of Involvement and Brand Preference
校院名稱 成功大學
系所名稱(中) 企業管理學系碩士在職專班
系所名稱(英) Department of Business Administration (on the job class)
學年度 105
學期 2
出版年 106
研究生(中文) 潘立庭
研究生(英文) Li-Ting Pan
學號 R47041050
學位類別 碩士
語文別 中文
論文頁數 88頁
口試委員 指導教授-賴孟寬
口試委員-蔡東峻
口試委員-蔡惠婷
中文關鍵字 信任  品牌形象  品牌態度  保健食品 
英文關鍵字 trust  brand image  brand attitude  nutritional supplement 
學科別分類
中文摘要 預防勝於治療的觀念逐年被國人重視,隨著預防醫學概念的普及化使得保健食品需求量漸增,根據研究顯示多數消費者普遍選擇至藥局通路購買保健食品,因為他們相信藥局人員的專業。現今的保健食品市場競爭激烈,大小品牌各家資源不同,常需要透過藥局人員的介紹才能讓消費者認識產品、品牌。本研究依據文獻探討及實證研究來探討消費者的信任、品牌形象對品牌態度的影響,並以涉入程度及品牌偏好作為調節效果,另外以品牌形象作為信任與品牌態度的中間效果。本研究以曾經至藥局消費過的民眾作為研究樣本,採紙本及網路問卷的方式共收集有效問卷190份,進行敘述性統計分析及信效度分析後,以迴歸分析驗證假說,研究結果發現消費者對於藥局銷售人員的信任及品牌形象對保健食品的品牌態度皆有正向影響,且保健食品品牌形象於消費者對於藥局銷售人員的信任與品牌態度之間具有部分中介效果,另外涉入程度對於消費者對於藥局銷售人員的信任與品牌態度的關係沒有正向的調節結果,而品牌偏好對於消費者對於藥局銷售人員信任與品牌態度的關係沒有負向的調節結果。由研究結果可知道信任關係在藥局通路的確扮演非常重要的角色,最後根據驗證結果提出實務應用與未來研究建議。
英文摘要 The concept that Prevention is better than treatment receives attention gradually year by year. The prevalence of preventive medicine has led to increase in nutritional supplement demand. According to the study, most consumers buy nutritional supplement by going to pharmacies, because they trust suggestions from professional staff. Nowadays, the nutritional supplement markets are very competitive, however, manufacturers have different resource in promotional activities, many brands and products need to be introduced by pharmacy staff. This study discusses the impact of consumer trust and brand image on brand attitude based and the mediating effect of brand image. Besides, the different situations such as involvement and brand preference have the positive moderating effects on relationship between trust and brand attitude. The study selects some consumers, who have the experience of going to pharmacies, as research objects and adopts online and paper survey to collect 190 valid samples. The method of regression analysis is used to test the hypotheses. The results indicate that consumer’s trust to pharmacy and brand image have significant positive effects on brand attitude and brand image has a partial mediating effect between consumer’s trust to pharmacy and brand attitude. Besides, involvement and brand preference have no significant moderating effects on the relationship between trust and the brand attitude. We know that consumers trust is a very important role in the pharmacy in this study’s results.
論文目次 目錄
摘要 I
ABSTRACT II
誌謝 V
目錄 VI
表目錄 VIII
圖目錄 X
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 6
第二章 文獻探討 7
第一節 保健食品的定義 7
第二節 信任 8
第三節 品牌形象 11
第四節 涉入程度 13
第五節 品牌偏好 17
第六節 品牌態度 19
第七節 信任、品牌形象、涉入程度、品牌偏好與品牌態度之間的關係 20
第八節 研究架構與推論 23
第三章 研究方法 24
第一節 研究設計 24
第二節 變數的操作定義及衡量方式 24
第三節 前測 29
第四節 正式問卷取樣方式 42
第四章 研究結果與討論 43
第一節 描述性統計 43
第二節 因素分析及信度分析 48
第三節 假說驗證 53
第五章 結論 66
第一節 研究摘述 66
第二節 研究結論 66
第三節 研究貢獻 68
第四節 研究限制與建議 69
參考文獻 71
附錄一:前測問卷 78
附錄二:正式問卷 83
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