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題名：初乳保健品會員回購意願之研究：貝氏結構方程的檢驗
書刊名：行銷科學學報
作者：張少樑／陳益壯 引用關係／李郁珉／楊士弘／馬誠謙
作者(外文)：Chang, Shao-liang／Chen, Yih-chaung／Li, Yu-min／Yang, Shih-hung／Ma, Cheng-cian
出版日期：2013
卷期：9:2
頁次：頁139-158
主題關鍵詞：初乳保健品；回購意願；貝氏結構方程模式；Colostrum health products；Repurchase intention；Bayesian structural equation modeling
原始連結：連回原系統網址new window
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  • 共同引用共同引用:10
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以健康為訴求係重要的食品消費趨勢，其中初乳保健品為重要且具發展潛力的品項，本文研究旨趣係在探討：影響直銷公司會員回購意願的關鍵因素，並以紐西蘭商台灣 A公司直銷會員為研究對象，藉由比例分層抽樣進行回購意願調查，共獲取 315份有效問卷，利用因素分析萃取出：產品屬性與品牌形象、產品促銷推廣、服務品質與回購意願等四大構念，透過多變量常態性檢定，採用貝氏結構方程模式（ Bayesian Structural Equation Modeling）分析法進行影響關係之檢驗，最後以馬可夫鏈蒙地卡羅模擬（ Markov Chain Monte Carlo simulation），對影響參數進行後驗分配之區間估計。研究結果發現：產品屬性與品牌形象、產品促銷推廣以及服務品質，均對會員回購意願存在正向顯著的影響，從而提出幾項具體改善方案，分別為：提高品牌價值與內涵、對產品成份與原料嚴格控管、定期提出產品檢驗報告、經常舉辦會員座談會，或利用網路平台分享會員產品使用心得等策略。
As food consumption has been toward more health-conscious, colostrum is recognized as the prominent one with growing potential among dietary supplements. The purport of this study is to explore the critical factors affecting repurchase intentions of the members of the direct-marketing companies selling colostrum dietary supplements. Members of a New Zealand company’s subsidiary in Taiwan were taken as research objects, and were surveyed via a questionnaire through stratified sampling scheme. Three constructs which might exert influence on repurchase intentions were abstracted through factor analysis of a total of 315 valid responses, including product attributes and brand image, marketing promotion, and service quality. Bayesian structural equation modeling was adopted to test the effects exerted among constructs, and Markov Chain Monte Carlo simulation was employed in the final step to conduct interval estimations of parameters of a posterior distribution. The results showed that product attributes and brand image, marketing promotion, and service quality will all exert influence on repurchase intentions positively and significantly. Suggestions for improve business operations were also made to practitioners, such as to enrich the meanings of the brand for increasing the brand value, to exercise control over ingredients as well as raw material in a more tightly manner, to report product inspection results on a regular basis, to organize forums and meetings for the members, and to facilitate the sharing of experience among members through platform on Internet.
期刊論文
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會議論文
1.Grönroos, C.(1982)。Internal Marketing-Theory and Practice。American Marketing Association Services Marketing Conference，41-47。  new window
2.鄭芬姬、鄭聖潔(2006)。品牌形象與廣告代言人對性購買化妝保養品之影響。創新、整合與應用研討會。高雄：樹德科技大學。  延伸查詢new window
3.Demeyer, S.、Fischer, N.、Saporta, G.(2010)。Contributions to Bayesian structural equation modeling469-476。  new window
4.McQuilken, Lisa、Breth, Ron、Shaw, Robin(2001)。Satisfaction, complaining behaviour and repurchase: an empirical study of a subscription service。Proceedings of the Australian and New Zealand Marketing Academy Conference 2001。Auckland, N. Z.：Australian and New Zealand Academy of Marketing。1-7。  new window
研究報告
1.Dunson, D. B.、Palomo, J.、Bollen, K.(20050727)。Bayesian structural equation modeling。Statistical and Applied Mathematical Sciences Institute。  new window
學位論文
1.王儷穎(2005)。服務接觸、顧客價值對顧客行為意向影響之研究--以金融服務業為例(碩士論文)。朝陽科技大學。  延伸查詢new window
2.劉明雄(2003)。直銷業導入電子商務對其直銷商角色之影響研究--Amway及Quixtar之個案研究(碩士論文)。國立臺灣大學。  延伸查詢new window
3.李珮齊(2009)。顧客關係管理、關係品質與顧客終生價值之關係--以消費者觀點探討(碩士論文)。國立勤益科技大學。  延伸查詢new window
4.陳貞伶(2004)。整合行銷傳播對汽車品牌形象影響之研究(碩士論文)。朝陽科技大學。  延伸查詢new window
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6.林同聲(2001)。有線視訊寬頻網路服務需求與經營策略之研究(碩士論文)。國立中山大學。  延伸查詢new window
7.陳志翔(2011)。銷售人員屬性、信任、顧客滿意度與購買意願關係之研究--以信任與顧客滿意度為中介變數(碩士論文)。南華大學。  延伸查詢new window
8.黃旭永(2009)。以結構方程模式探討台灣營造業赴中國大陸投資之意願(碩士論文)。開南大學。  延伸查詢new window
9.盧振民(2011)。服務接觸類型對服務品質與顧客滿意度之影響(碩士論文)。南台科技大學。  延伸查詢new window
10.蕭群耀(2011)。多層次傳銷公司直銷商的服務品質、顧客滿意度及購買意願之研究--以臺灣安麗公司為例(碩士論文)。僑光科技大學。  延伸查詢new window
11.謝秋玲(2009)。以直銷商創新特質為基之顧客關係管理與直銷績效關係模式研究(碩士論文)。朝陽科技大學。  延伸查詢new window
圖書
1.Spiegelhater, D.、Thomas, A.、Best, N.、Lunn, D.(2003)。WinBUGS User Manual Version 1.4。Cambridge, UK：MRC Biostatistics Unit。  new window
2.Borja de Mozota, Brigitte(2003)。Design management: using design to build brand value and corporate innovation。Allworth Press。  new window
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圖書論文
1.Lewis, R.、Booms, B.(1983)。The Marketing Aspects of Service Quality。Emerging Perspectives on Services Marketing。Chicago：American Marketing Association。  new window
2.Sagan, A. Kowalska(2010)。Dyadic interactions in service encounter: Bayesian SEM approach。Advances in Data Analysis, Data Handling and Business Intelligence。  new window
 
 
 
 
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