研發能力、知覺價值、品牌形象對保健食品再購意願之影響

The Influence of Research and Development Capability, Perceived Value, Brand Image on Consumers' Repurchase Intention of Nutritional Supplements.

賀金華(Chin-Hua Ho)

指導教授 ： 李慶長

國立臺北商業大學/管理學群/商學研究所/碩士(2016年)

摘要

時代快速的變遷，因應快速的生活節奏，許多人的飲食型態轉變為要求快速又方便的飲食。但往往卻忽略了所攝取的營養素是不是否足夠？這些問題造成了飲食的不均衡以及營養素攝取不當，導致衍生出許多慢性的文明病。所以就必須要透過飲食方面的改善，或是營養素的補充來降低或預防疾病的發生。人們對保健的觀念也油然而生，希望透過保健食品來補充每日所需的營養素，或者是特定的營養素，以保持充沛的體力和健康的身體。目前國內對於購買保健食品之消費者行為的研究還很少，故本研究擇定以保健食品為例，利用結構方程模式探討知覺價值、研發能力、資訊揭露、品牌形象、知覺品質、品牌信任、顧客滿意度、顧客忠誠度以及再購意願之間影響的相互關係。
研究結果發現研發能力、知覺價值、品牌形象對知覺品質有顯著之影響，進而會影響品牌信任；品牌信任對於顧客滿意度與顧客忠誠度皆有顯著之影響，並且進而影響顧客之再購意願。另外，本研究透過分群分析的方式亦發現，不同族群之間對於各構面之表現也略有差異。研究最後，根據研究結論為保健食品業者提出相關建議，冀希提升消費者對於保健食品的再購意願。

關鍵字

保健食品 ； 知覺價值 ； 研發能力 ； 品牌形象 ； 再購意願

並列摘要

Times change so rapidly that many people seek a quick and easy diet in response to the rapid pace of modern life. However, they often ignore whether the intake of nutrients is enough. As a result, unbalanced diets and improper food intakes derive a lot of chronic diseases of civilization. These chronic diseases require long-term treatment and are not easy to cure. In order to reduce or prevent them, either diets have to be improved or nutrients have to be supplemented. In consequence of the progress of medical science and technology, human lifespan has gradually increased. Therefore, people pay much more attention to their health for fear that they should suffer from chronic diseases. They hope to supplement the daily required nutrients by means of nutritional supplements, or to maintain stamina and healthy body through specific nutrients. At present, the research on consumers’ behavior in the field of the purchase of nutritional supplements is quite few. Hence, we take nutritional supplements as an example to investigate the influences among the perceived value, research and development (R&D) capability, product information disclosure, brand image, perceived quality, brand trust, customer satisfaction, customer loyalty, and repurchase intention by using structural equation modeling (SEM) in this study.
The results indicate that research and development (R&D) capability, perceived value, and brand image have a significant impact on the perceived quality, thus affecting brand trust; brand trust has a significant impact on both customer satisfaction and customer loyalty, and further influences repurchase intention. Moreover, through division analysis it is also found that the manifestations of each dimension slightly differ among distinct groups. Based on the research results, the methods can be used to make relevant recommendations to the manufacturers of nutritional supplements, and further enhance consumers’ repurchase intention.

並列關鍵字

Nutritional Supplements ； Perceived Value ； Research and Development (R&D) Capability ； Brand Image ； Repurchase Intention

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