探討消費者購買膳食補充劑之持續行為：以感知整合和感知互動之觀點

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題名:	探討消費者購買膳食補充劑之持續行為：以感知整合和感知互動之觀點 Exploring Consumers' Continuous Behavior in Purchasing Dietary Supplement: Perspectives from Perceived Integration and Interactivity
作者:	胡鄉治 HU, HSIANG-CHIH
貢獻者:	經營管理學系
關鍵詞:	主觀幸福感;滿意度;感知價值;感知互動;感知整合;持續行為意圖 Subjective Well-being;Satisfaction;Perceived value;Perceived Interactivity;Perceived Integration;Intention to Continue
日期:	2021-02-05
上傳時間:	2022-10-31 05:38:36 (UTC+0)
出版者:	亞洲大學
摘要:	消費者已意識到膳食補充劑是預防疾病和健康維持的關鍵；然而，面對需求迥異的消費者該如何提高其持續參與購買之行為，將成為膳食補充劑業者所重視之議題。近年許多關於膳食補充劑之研究，多侷限於營養臨床試驗與科學利益等特定領域，而從未以健康整合與感知互動之面向進行探討，因此本研究藉由期望確認理論與主觀幸福感來探討健康整合與互動對膳食補充劑使用者之重要影響。此外，健康的整合與感知互動也是影響膳食補充劑購買行為之重要因素。因此本研究以期望確認理論為基礎，結合主觀幸福感、健康整合與互動來探討影響消費者持續使用膳食補充劑所需採取之行銷策略。本研究以曾經購買及使用膳食補充劑之使用者為對象，共蒐集有效樣本為637份，分別以平均數、標準差、單因子變異數分析、敘述性統計與結構模式分析等統計方法進行資料分析。研究發現：膳食補充劑之消費者已不再侷限於老年人，而感知整合、感知互動、感知價值(社會價值、訊息價值、情感價值)與主觀幸福感對滿意度有正向影響，而滿意度與主觀幸福感之提升，亦是影響持續行為意圖之策略重點。最後本研究提出理論與實務意涵，作為後續膳食補充劑之研究參考與建議。 Recently, consumers realize dietary supplements are the key for maintaining health and disease prediction. Manager should understand the perception of health perceived integration to satisfy multiple consumers. It is the important issue for the trader of dietary supplements. In recent years, further studies are needed for exploring integrated health and perceptual activities, not only limited to the specific area of nutritional clinical trials and the benefits of science. Therefore, this study uses the expectation-confirmation theory to explore the impact of health integration and dietary supplements. Besides, it is an important factor of health integration and interaction to the dietary supplements consumers buying behavior. Accordingly, this study takes into account of expectation confirmation theory, health integration and interaction to explore the marketing strategy that consumer usage of dietary supplements. The participants were 637 individuals who had purchase or take dietary supplements. This study uses statistical method of mean, standard deviation, analysis of Variance, descriptive statistics and structural equation modeling for data analysis. The findings show that elderly aren’t the only dietary supplements consumers. Besides, the findings show that satisfaction is influenced by perceptual integration, perceptual interaction, perceived value (social value, message value, emotional value), and subjective well-being. Additionally, satisfaction and subjective well-being turn to be the intervening variables towards consumer behavior continues. Conclusion and implication in practice are discussed.
顯示於類別:	[經營管理學系 ] 博碩士論文

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