消費者成藥品牌知識與知覺風險、購買意願關係之研究－以感冒、咳嗽成藥為例

Consumer Perceived Risk and Purchase Intention for Patent Medicine Purchasing: Taking the Cold and Cough Remedies as an Example

楊文惠(Wen-Hui Yang) ； 周雅燕(Ya-Yen Chou)

《醫護科技學刊》 7卷3期 (2005/07) Pp. 221-235

https://doi.org/10.6563/TJHS.2005.7(3).1

摘要

本研究主要是探討成藥品牌知識對知覺風險和購買意願的影響效果，受測產品為25種感冒、咳嗽成藥品牌，藉由預試問卷結果區分高、中、低成藥品牌知識的成藥品牌，及區分有無個人資訊來源經驗者，並從中篩選適當成藥品牌及受測者，分組進行3×2因子的正式實驗設計。結果發現在購買成藥上，成藥品牌知識對知覺風險及購買意願有顯著影響。較高的成藥品牌知識能有效降低消費者的知覺風險，並提高購買意願。進一步分析，亦發現低成藥品牌知識組在績效／身體性知覺風險上明顯高於其他兩組，而高成藥品牌知識組則在社會／心理性知覺風險上明顯低於其他兩組。本研究也證實，消費者的知覺風險對購買意願有顯著的影響。最後，本研究結果顯示，成藥品牌知識影響效果的產生主要受到消費者個人資訊來源經驗的影響，若有個人資訊來源經驗者，則成藥品牌知識對知覺風險及購買意願有顯著的影響效果。本研究建議成藥品牌商更須致力於提升品牌知名度及品牌形象的行銷活動，以提昇有個人資訊來源經驗消費群的品牌忠誠度，創造口碑傳播效應。

關鍵字

品牌知名度 ； 品牌形象 ； 品牌知識 ； 知覺風險 ； 資訊來源

並列摘要

This study explores how brand knowledge affects perceived risk and purchase intention. Twenty-five over-the-counter brands of cold and cough remedy medicines were used. Based on pre-test results, brands were categorized into three groups: low brand knowledge; middle brand knowledge; and, high brand knowledge. Furthermore, cold and cough brands and test samples were based on pre-test results. A 3×2 factorial design experiment was performed. The Experimental results showed that when consumers purchase a cough and cold medicine, brand knowledge significantly affected their perceived risk and purchase intention. High brand knowledge effectively reduced consumer perceived risk and increased their purchase intention, Further analysis showed that the low brand knowledge group had significantly higher levels of performance/physical perceived risk than that of the other groups, and the high brand knowledge group had considerably lower social/psychological risk than that for the other groups. The Analytical results also showed that the correlation between consumer perceived risk and purchase intention was substantial. Finally, analytical results showed that the effect of brand knowledge is moderated by the personal information source. Brand knowledge had a substantial influence on perceived risk and purchase intention when consumers had personal experience with a brand. Based on experimental findings, we suggest that medicine brand marketers should focus on marketing activities that promote brand awareness and brand image to increase the brand loyalty in consumers who experienced the personal information source and create a word-of-mouth effect.

並列關鍵字

Brand awareness ； brand image ； brand knowledge ； perceived risk ； information source

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