影響保健與減重食品購買意圖之信任建構基礎研究

A Study of Trust Based Model on Purchase Intention for Health and Dieting Foods.

張凱鈞(Kai-Chun Chang)

指導教授 ： 徐純慧

國立臺北大學/商學院/企業管理學系/碩士(2011年)

摘要

隨著國人生活型態的改變，工作壓力的提升，使國人的身體健康出現了問題，也使國人意識到保健食品的重要性。保健食品介於藥品於食品之間，一般消費者缺乏專業知識，為避免購買到不適合的產品，會希望向信任的銷售人員購買產品。因此，如何與消費者培養良好的信任關係，將是影響消費者購買產品的重要關鍵。本研究採用Kim, Ferrin, & Rao(2008)所提出的模型為基礎，將信任之建構基礎區分為顧客信任傾向、認知基礎、情感基礎與經驗基礎，以此探討信任對購買意圖的影響，並探討在不同產品類別與不同通路間的差異。
研究結果發現，信任為影響消費者購買意圖的重要因素，而信任的培養有賴於認知、情感與經驗基礎的建立，代表廠商在販售商品時，除了提供完善且正確的產品資訊與隱私保護(認知基礎)，藉由外部第三方提供產品相關的正面訊息(情感基礎)，並應與顧客培養長久的良好關係(經驗基礎)。此外，購買減重食品消費者之信任傾向對購買意圖無顯著影響，代表購買減重食品之消費者，非衝動性購物。而直銷通路顧客之信任傾向與知覺風險對購買意圖有顯著影響，顯示出直銷通路的消費者，態度兩極化，人格特質屬容易相信他人者，很容易因面對面的銷售而購買產品，但有一部份的消費者卻會感受到風險的存在，而影響購買意圖。

關鍵字

信任建構基礎 ； 知覺風險 ； 購買意圖 ； 保健食品 ； 減重食品 ； 直銷 ； 實體通路

並列摘要

With the lifestyle changes. People have higher work pressure than before. High pressure causes people's health have some problems. People aware of the importance of health food. The health food’s function between drugs and foods. People don’t have enough knowledge to avoid buying an unsuitable product. So they will want to purchase products from the seller they trust. Thus, how to develop trust with consumers will influence consumers to buy products. In this study, we use Kim, Ferrin, & Rao’s (2008) model as a basis, which divided trust based into consumer personality-oriented, cognition-based, emotion-based and experience-based. In order to explore how trust affect purchase intention. And what the different between product categories and the different between channel types under this model.
The results showed that trust is an important factor to influence consumer purchase intention .The trust will built by cognition, emotion and experience-based. So when seller sell their products need to provide complete and accurate product information and privacy protection (cognition-based). Provided external third-party guarantee and build positive reputation (emotion-based). Developed long-term relationship with customers (experience-based). In addition, the consumer personality-oriented have no significant effect on purchase intention of dieting foods. It means consumers who buying dieting food are not impulsive shopper. The direct sale’s customers of trust and perceived risk have significant impact on purchase intention. It means the consumer of direct channel have polarization of attitudes. Personality traits are likely to trust others who can easily buying products by face to face, but part of the consumers will perceive risk, it will reduce their purchase intentions.

並列關鍵字

trust based ； perceived risk ； purchase intention ； health food ； dieting foods ； direct channel ； physical channel

參考文獻

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