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題名：影響消費者對牛樟芝產品購買意願因素之研究
書刊名：管理實務與理論研究
作者：蔡進發 引用關係／張文娟 引用關係／廖敏秀
作者(外文)：Tsai, Chin-fa／Chang, Wen-chuan／Liao, Min-Show
出版日期：2008
卷期：2:4
頁次：頁143-173
主題關鍵詞：銷售人員屬性；關係銷售行為；產品知識；知覺風險；產品信任；購買意願；Salesperson's attribute；Relational selling behavior；Product knowledge；Perception of risk；Beliefs about products；Purchase intention
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  • 被引用次數被引用次數:期刊(5) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:5
  • 共同引用共同引用:0
  • 點閱點閱:251
本研究目的在於了解消費者對銷售人員屬性、銷售關係行爲、產品知識、知覺風險、產品信任及購買意願之間的關係。以嘉義市某連鎖藥局購買牛樟芝產品之消費者爲發放對象，採用便利抽樣與人員現場訪問的方式，共回收382份有效問卷。研究結果發現：(1)消費者銷售人員屬性、關係銷售行爲與產品信任具有顯著影響；(2)消費者產品知識與知覺風險、產品信任、購買意願具有顯著影響；(3)消費者知覺風險與產品信任、購買意願具有顯著影響；(4)消費者產品信任與購買意願具有顯著影響。本研究最後提出相關建議，以提供業者在實務上之參考。
The objective of this research is to explore the relationship between salesperson's attribute and relational selling behavior, and customer's product knowledge, perceived risk, product belief and purchase intention. The customers of a chain pharmacy at Chiayi City were interviewed to learn about customers' purchase intentions for the Healthy Food of Taiwan fungus camphorates. By convenience sampling, 426 valid questionnaires were collected. The research findings are as followings: (1) a salesperson's attributes and relational selling behavior positively influences a customer's beliefs about products; (2) a customer's product knowledge and perception of risk positively influences that customer's product beliefs and purchase intentions; (3) a customer's perception of risk and beliefs about a product positively influence that customer's purchase intentions; and (4) a customer's belief about products positively influence that customer's purchase intentions. Based on the research findings, suggestions are made for health food promotion.
期刊論文
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38.Singh, Jagdip、Sirdeshmukh, Deepak(2000)。Agency and Trust Mechanisms in Consumer Satisfaction and Loyalty Judgments。Journal of the Academy of Marketing Science，28(1)，150-167。  new window
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會議論文
1.Jacoby, Jacob、Kaplan, Leon B.(1972)。The Components of Perceived Risk。Third Annual Conference of the Association for Consumer Research，(會議日期: Nov. 2-5, 1972)。Association for Consumer Research。382-393。  new window
學位論文
1.林碧霞(2007)。品牌形象及產品知識對購買意願之影響--價格折扣干擾效果之探討(碩士論文)。大同大學。  延伸查詢new window
2.吳淑燕(2007)。消費者對有機食品購買意願之研究(碩士論文)。大同大學。  延伸查詢new window
3.王俊欽(2007)。產品知識、行銷通路對消費者態度及消費者購買意圖之影響--以台灣生技保健食品為例(碩士論文)。國立成功大學。  延伸查詢new window
4.林志遠(2005)。牛樟芝子實體形成之探討(碩士論文)。國立東華大學。  延伸查詢new window
5.吳心如(2006)。廣告對消費者購買生技保健食品意願之影響(碩士論文)。中原大學。  延伸查詢new window
6.吳柏青(1996)。國家刻板印象、參考價格與產品知識對產品評價的影響--以大學生評價汽 車產品為例(碩士論文)。國立成功大學。  延伸查詢new window
7.洪佑伶(2007)。台灣女性美妝產品之網路口耳相傳訊息特性對訊息說服效果之影響--以消費者產品知識和訊息信任作為干擾(碩士論文)。國立台北科技大學。  延伸查詢new window
8.胡志勇(2007)。購買導向、產品知識與知覺風險對購買意願之研究--以網路購物為例(碩士論文)。國立屏東商業技術學院。  延伸查詢new window
9.黃志杰(2007)。影響消費者對健康食品購買行為之研究(碩士論文)。國立東華大學。  延伸查詢new window
10.鄭涴云(2008)。認知信任與情感信任對知覺價值及再購買意願影響之研究--以行銷組合為前因變數(碩士論文)。輔仁大學。  延伸查詢new window
11.李富順(2006)。影響保健食品顧客忠誠度因素之研究(碩士論文)。國立東華大學。  延伸查詢new window
12.蘇庭誼(2005)。消費者購買健康食品行為之研究--以高中職學生為例(碩士論文)。長榮大學。  延伸查詢new window
13.張淑君(2004)。消費者對通路之信任與保健食品購買意圖之關係：品牌知名度、產品涉入調節效果的驗證(碩士論文)。國立東華大學。  延伸查詢new window
14.劉鈞慈(2000)。程序公平、組織承諾、信任與組織公民行為關係之研究--以我國產物保險產業為例(碩士論文)。銘傳大學。  延伸查詢new window
圖書
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圖書論文
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