連鎖藥局消費者知識、態度與消費情境對購買行為之研究

A Study on the Consumers' Knowledge ,Attitude and Situational influence on Consumer Behavior at Chain Pharmacies

羅伊倫(Yi-Lun Lo)

指導教授 ： 蔡碩倉 博士

亞洲大學/管理學院/經營管理研究所/碩士(2006年)

摘要

隨著消費者購物的自主性大幅提升，使得傳統藥局面臨轉型，而朝連鎖型態發展為常見之轉型方式。惟過去傳統藥局大都是採用封閉式的商品陳列及銷售方式，反之連鎖藥局則採行開架複合式經營，以滿足消費者一次購足的消費需求。故本研究主要針對消費者知識、態度、消費情境對連鎖藥局購買行為之相互影響，並結合生活型態與人口統計變數及消費行為變數，檢視消費者知識、態度、消費情境對消費者購買行為是否具顯著差異。
經以「結構方程模式」驗證模型之因果關係，研究結果發現：
一、消費情境能直接正向影響購買行為
二、消費情境能直接正向影響消費者態度
三、消費情境亦能透過態度間接正向影響購買行為
四、消費者態度對購買行為有顯著影響關係
五、消費者知識對購買行為的影響與消費者知識透過態度間接影響購買行為，效果皆呈現不顯著。
綜合研究結果，連鎖藥局之消費行為，屬於理性之消費知識較為薄弱，並不影響消費者購買行為；而屬於感性之消費情境則對消費者購買行為產生顯著影響。意謂連鎖藥局經營應著重於感性而非理性。

關鍵字

連鎖藥局、消費者知識、消費者態度、消費情境、結構方程模式

並列摘要

As the independence of consumers in consumption enhances, traditional pharmacies are facing transformation, and become chain stores. The traditional pharmacies have closed shelf display, but chain pharmacies have open shelf and able to meet all of consumers’ needs. Therefore, this research studied the relationships among the consumers’ knowledge, attitude, situational influence, and consumer behavior in chain pharmacies, and examined the variables of lifestyle, demographic statistics, and consumption behaviors, in order to find out the effects of the consumers’ knowledge, attitude, and situational influence on the consumer behaviors.
The “structural equation modeling” was used to validate the cause and effect relationship of the model. The results showed that:
1) The situational influence can directly affect the consumer behaviors.
2) The situational influence can directly affect the consumers’ attitude.
3) The situational influence can indirectly affect the consumer behaviors through the attitude.
4) The consumers’ behaviors can have significant effect on the consumer behaviors.
5) The consumers’ knowledge has insignificant effect on the consumer behaviors, as well as the indirect effect through attitude.
Based on the above results, the consumption behaviors of chain pharmacies have less rational consumption knowledge, but do not affect the consumer behaviors. The perceptual situational influence has significant effect on the consumer behavior, indicating that the operation of chain pharmacies should focus on perception instead of rationality.

並列關鍵字

chain pharmacies, consumers’ knowledge, consumers’ attitude, situational influence , structural equation modeling

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