產品知識、產品通路影響消費者態度及購買意願之研究－以中草藥保健食品暨科學中藥為例

The Effect of Product Knowledge, Marketing Channel on Consumer Manner and Purchase Intention in Chinese Herbal Medicine Health food and Scientifically Processed Chinese Herbal Medication

胡天鐘(Tian-Jong Hwu) ； 簡秋婷(Chiou-Ting Jain)

《聯大學報》 8卷1期 (2011/06) Pp. 201-224

https://doi.org/10.29847/JNUU.201106.0010

摘要

隨著經濟起飛、生活條件的提高，保健食品相關產業逐漸成為關注開發的明星產業，目前行政院積極推動台灣的六大新興產業中，生技保健食品產業涵蓋於醫療保健的範疇。傳統中草藥產業得到政府大力支援後，對於利用生化科技將中草藥食品研發出科學中藥及保健食品中草藥等相關事業，更是如雨後春筍紛紛建立。消費者在購買中草藥保健食品和食用科學中藥時，會優先思考自己在產品知識方面的了解程度，各個通路是否能提供專業的諮詢、詳細的提供功效和幫助，是否成為消費者所考慮的重點，這也是本研究有興趣的議題。本研究所要探討的議題是藉由提升中草藥保健食品暨科學中藥之產品知識及專業通路的服務和能力，是否會影響消費者購買的態度。本研究之結論依據所提之研究目的，探討產品知識、產品通路、消費者態度等變數對消費者購買意願之影響。實際發放問卷為824份，有效問卷為405份，結果顯示，產品知識和產品通路對消費者態度有正向的影響；消費者態度及產品知是對購買意願有正向影響；產品知識高低會影響消費者態度並受到產品通路因素的干擾。並且在人口統計變數之年齡、職業、年所得及購買地點對購買意願亦呈現顯著的結果。

關鍵字

中草藥保健食品暨科學中藥 ； 產品知識 ； 產品通路 ； 消費者態度

並列摘要

Along with take-off in economic development and living condition enhancement, the health foods related industry will gradually become to the star industry. In recent year, the Executive Yuan impels in positively Taiwan's six emergent industries. The health foods industry will be covered in healthcare at the same time. After the traditional Chinese medicine industry obtains the government to support vigorously, regarding researches and develops using the biochemistry science and technology Chinese medicine food the scientific traditional Chinese medicine and the health foods Chinese medicine and so on related enterprise.When consumer purchase Chinese medicine health foods and edible scientific traditional Chinese medicine, will first ponder itself in the product knowledge aspect understanding degree, whether each marketing channel can provide the specialized consultation, detailed to provide the effect and the help? This research institute must discuss the subject is because of the promotion Chinese medicine health foods and the scientific traditional Chinese medicine product of knowledge and the specialized marketing channel service and ability, whether to affect the manner which the consumer will purchase.The objective of this research will discuss which effects of the product knowledge, marketing channel on consumer manner and purchase intention have. There were 824 copies of questionnaire collected and 405 copies of valid questionnaire. The results of this research can be described as follows.The product knowledge and the marketing channel have the positive influence to the consumer manner. The consumer manner and the product knowledge have the positive influence to the purchase intention, too. The higher and lower levels of product knowledge will affect the consumer manner and receives the disturbance effect of the product channel factor. Then Age, the occupation, income variables and purchase location also significantly affect the purchase intention.

並列關鍵字

Herbal Health food ； Product Knowledge ； Marketing Channel ； Consumer Manner

參考文獻

王文妤(2003)。來源國效應、國族主義與產品知識差異對購買意願的影響之比較研究－以兩岸大學生評價行動電話為例(碩士論文)。朝陽科技大學企業管理系。

王祥珍(2008)。不同生活型態消費者產品知識對產品創新接受度影響之研究－以咖啡為例(碩士論文)。台灣大學管理學院商學研究所。

王年正(2004)。台灣都會區保健食品消費者購買決策之研究(碩士論文)。台中健康暨管理學院經營管理研究所。

林芝安(2010)。聰明選購保健食品大調查。康健雜誌。138，232-244。

林南宏(2007)。產品知識及品牌形象對購買意願的影響－產品類別的干擾效果。行銷評論。4(4)，481-504。