顧客人格特質對產品滿意度與再購意願關聯性之研究-以科學中藥為例

The Relationships Between Customer’s Personality, Product Satisfaction and Repurchase Intention：An Example of Chinese Medicine Products

辜筱嵐(Hsiao- Lien Ku)

指導教授 ： 李麗說

崑山科技大學/商業管理學院/企業管理研究所/碩士(2009年)

https://doi.org/10.6828/KSU.2009.00029

摘要

醫藥科學的進步，使人們在用藥選擇上更多元化。西藥有快速解決病痛的優點，但其副作用很大，尤其是對長期服用的患者；相對於西藥，中醫藥的藥性較溫和，其副作用相對減少，尤其一些文明病，例如：失眠、便秘、火氣大、腸胃不舒服….等。基於民眾的需要，自民國64年8月起，內政部衛生署開始試辦勞保中醫傷科門診，民國81年起全面實施；民國77年，開始試辦中醫公保；民國90年3月，為使中醫學科學化，補助台大醫院、台北榮民總醫院、林口長庚醫院、台中榮民總醫院、中國醫藥學院附設醫院、奇美醫院及秀傳醫院等七家教學醫院成立中藥臨床試驗中心，以提升我國在科學中藥的研究與發展。
傳統中藥大部分用在食補，尤其是冬令進補時節，用量更大；現代科學中藥產品，則強調溫和的調理身體與治療。本研究基於現階段社會對科學中藥的需求、國人的健康與保健與未來產業發展，希望嘗試以顧客人格特質分析的角度，探討人格特質是否會影響其購買科學中藥產品的動機與購買行為，進而探討其使用後的滿意度與再購意願的關聯性。
本研究採問卷調查法，並利用迴歸分析方法加以檢定之後，本研究發現：
1、顧客人格特質對科學中藥產品購買行為是有顯著影響。
2、顧客人格特質對科學中藥產品顧客滿意度是有顯著影響。
3、顧客人格特質、購買行為對顧客滿意度是有顯著影響。
4、顧客人格特質對科學中藥產品再購意願是有顯著影響。
5、顧客人格特質、購買行為對科學中藥產品再購意願是有顯著影響。
6、顧客對科學中藥產品滿意度對其再購意願是有顯著影響。

關鍵字

人格特質 ； 滿意度 ； 購買行為 ； 再購意願

並列摘要

The development of medical science has enabled people to have multiple choices when applying medicine. Western medication has the advantage of solving symptom quickly. However, it brings more side effects, especially for those chronological patients. In compare to western medication, Chinese herb medication has mild effect which brings fewer side effects for civilization symptoms such as: sleepiness, constipation, inflammation, problems of stomach and intestine. Based on the requirement of public, Department of Health, Executive Yuan started running the Chinese herb medication clinic with covered by labor insurance system from August , 1975, and put into practice nationally in the year of 1992. In the year of 1988, the policy is applied to government officials in surance system. In March 2001, to modernize the Chinese herb medication Pharmacy, Department of Health, Executive Yuan subsidized National Taiwan University Hospital, Taipei Veterans General Hospital, Chang-Gung Memorial Hospital(Linkou), Taichung Veterans General Hospital, China medical University Hospital, Chi Mel Medical Center and Show-Chwan Memorial Hospital to establish the Chinese Herb Medication Laboratory in purpose of advancing the research and development in the field of scientific Chinese herb.
Traditional Chinese herb usually comes with cook, especially in winter time. The modern Chinese herb is focused on physical adjustment and moderate treatment. Based on the requirement for scientific Chinese herb, the promotion of people’s health and the future development for the industry, this study analyzed from the angle of the personal characteristics to discuss whether they will influence the motive and conduct of customer’s purchasing behaviors toward scientific Chinese herb products. Furthermore, this study future try to understand the connection between the post-usage satisfaction and the willingness of repurchasing.
By using questionnaire survey us the research method and using regression analysis as the data analytical technique, this study concluded the following results:
1.Customer’s Personality obviously influences the Consumer Behaviors toward for Chinese Medicine Products.
2.Customer’s Personality obviously influences Product Satisfactions toward Chinese Medicine Products.
3.Customer’s Personality and Consumer Behaviors obviously influence the Product Satisfaction toward Chinese Medicine Products.
4.Customers’ Characteristics obviously influence the Repurchase Intention toward Chinese Medicine Products.
5.Customers’ Characteristics and Consumer Behaviors obviously influence Repurchase Intention toward Chinese Medicine Products.
6.Customers’ Satisfaction obviously influences the Repurchase Intention toward Chinese Medicine Products.

並列關鍵字

personality ； product satisfaction ； consumer behavior ； repurchase intention

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