臺灣博碩士論文加值系統

本研究以路徑模式進行分析，探討品牌形象、知覺品質、知覺價值、知覺風險對顧客忠誠度的影響，發掘購買健康食品之消費者真正所需的服務，以提供健康食品製造商與銷售業者在實務上的參考依據，並幫助制定有效的營運策略。本研究以高雄地區購買過健康食品之消費者為受訪對象，共寄發放450份問卷，其中395份為有效問卷，經由綜合實證分析得到如下結論。
消費者在健康食品的品牌形象方面對於知覺品質、知覺價值、知覺風險與顧客忠誠度有顯著影響，顯示出健康食品業者透過正當的廣告行銷手法以提昇品牌知名度及建立品牌形象是有其必要性。知覺品質對顧客忠誠度的路徑係數最高，顯示出健康食品業者應注重品質，不論在公司保證性方面或產品的有形性方面都應有更優質的服務品質，以提升顧客對健康食品之顧客忠誠度。知覺價值對顧客忠誠度的路徑係數為次之，顯示出消費者在購買健康食品時會在乎其所知覺到的價值，尤其在價格功能價值方面，因此業者應有適當的訂價策略，提高顧客忠誠度。最後，知覺風險對顧客忠誠度的路徑係數呈現負向影響，顯示出知覺風險越高，顧客忠誠度會越低，因此業者標示健康食品的效用外，也必須明確告知消費者使用該藥品後可能產生的副作用或潛在影響，以降低消費者的知覺風險。

This research uses the path analysis to investigate how brand image, perceived quality, perceived value and perceived risk affect customers loyalty to health and discover what customers actually need and want. The investigation is intended to build a foundation of reference that the manufacturers and retailers of health foods could facilitate making efficient strategies. Of the 450 questionnaires intention of health food, 395 valid questionnaires were returned; the major findings of this research are as follows.Based image on the consumers’ views about health foods, the brand image have significantly positive effect on all the perceived quality, perceived value, perceived risk and customer’s loyalty. It is important that health food suppliers should improve brand awareness and build brand image through advertising and promotion to increase customer’s loyalty.Perceived quality shows a significant total effect on customer loyalty. Health food suppliers should improve quality to increase customer loyalty.Perceived value demonstrates a minor total effect on customer loyalty. Perceived value is a very important factor when consumers buy health food, especially in the value of price. The pricing strategy of a health food supplier poses a significant influence on improving customer’s loyalty.Finally, perceived risk especially from physical risk, on customer loyalty is significantly negative. Health food suppliers are advised to clearly describe the indication and side effect of health food so that consumers may reduce the risk concern, customer’s loyalty can be improved on a premise of low perceived risk.

目錄
第壹章 緒論...............................................1
第一節 研究被 景..........................................1
第二節 研究動機.......................................... 2
第三節 研究目的.......................................... 3
第四節 研究流程.......................................... 4
第貳章 文獻探討...........................................5
第一節 健康食品...........................................5
第二節 品牌形象.......................................... 9
第三節 知覺品質......................................... 12
第四節 知覺價值......................................... 16
第五節 知覺風險......................................... 18
第六節 顧客忠誠度....................................... 20
第七節 各變項間關係..................................... 23
第八節 相關研究......................................... 27
第參章 研究方法..........................................29
第一節 研究架構與研究假設............................... 29
第二節 操作性定義....................................... 31
第三節 抽樣與問卷發放................................... 36
第四節 資料分析方法..................................... 37
第肆章 研究結果..........................................40
第一節 敘述性統計分析................................... 40
第二節 問卷信、效度分析................................. 47
第三節 因素分析......................................... 49
第四節 各因素與人口統計變數之差異分析................... 54
第五節 路徑分析......................................... 62
第伍章 結論..............................................69
第一節 實證結果與討論................................... 69
第二節 管理意涵與建議................................... 73
第三節 研究限制及後續研究建議........................... 78
參考文獻.................................................79
附錄：問卷調查...........................................90

表目錄
表2-1 各國健康食品名稱及定義............................. 7
表2-2 本研究品牌形象衡量構面............................ 12
表2-3 本研究知覺品質衡量構面............................ 15
表2-4 本研究知覺價值衡量構面............................ 17
表2-5 本研究知覺風險衡量構面............................ 19
表2-6 相關研究文獻變項之比較.............................28
表3-1 品牌形象問項...................................... 31
表3-2 知覺品質問項...................................... 32
表3-3 知覺價值問項...................................... 33
表3-4 知覺風險問項...................................... 34
表3-5 顧客忠誠度問項.................................... 35
表3-6 人口統計變項問項分類.............................. 35
表4-1 樣本分布情形...................................... 41
表4-2 品牌形象敘述性統計分析............................ 42
表4-3 知覺品質敘述性統計分析............................ 43
表4-4 知覺價值敘述性統計分析............................ 44
表4-5 知覺風險敘述性統計分析............................ 45
表4-6 顧客忠誠度敘述性統計分析.......................... 46
表4-7 Cronbach’s α係數之參考指標....................... 47
表4-8 各構面之Cronbach’s α係數......................... 48
表4-9 KMO值評定標準..................................... 49
表4-10 KMO值及Bartlett球形檢定表........................ 50
表4-11 品牌形象因素、信度檢定表......................... 50
表4-12 知覺品質因素、信度檢定表......................... 51
表4-13 知覺價值因素、信度檢定表......................... 52
表4-14 知覺風險因素、信度檢定表......................... 53
表4-15 性別與各構面之差異分析........................... 54
表4-16 年齡與各構面之差異分析........................... 55
表4-17 年齡與各構面之差異分析(續)....................... 56
表4-18 職業與各構面之差異分析........................... 57
表4-19 職業與各構面之差異分析(續)....................... 58
表4-20 教育程度與各構面之差異分析....................... 59
表4-21 婚姻狀況與各構面之差異分析....................... 60
表4-22 個人平均月收入與各構面之差異分析..................61
表4-23 整體複迴歸模式....................................63
表4-24 調整後判定係數與模式配適度標準表..................64
表4-25 整體變異數分析....................................64
表4-26 路徑分析表....................................... 64
表4-27 品牌形象與知覺品質之複迴歸模式................... 65
表4-28 品牌形象與知覺品質之變異數分析................... 65
表4-29 品牌形象與知覺品質之路徑分析表................... 65
表4-30 品牌形象與知覺價值之複迴歸模式................... 66
表4-31 品牌形象與知覺價值之變異數分析................... 66
表4-32 品牌形象與知覺價值之路徑分析表................... 66
表4-33 品牌形象與知覺風險之複迴歸模式................... 67
表4-34 品牌形象與知覺風險之變異數分析................... 67
表4-35 品牌形象與知覺風險之路徑分析表................... 67
表4-36 模式路徑檢定表................................... 68
表5-1 研究假設驗證結果................................. 72

圖目錄
圖1-1 研究流程........................................... 4
圖2-1 品牌形象三要素.................................... 10
圖2-2 顧客基礎的品牌權益金字塔.......................... 11
圖2-3 忠誠度三角模式.................................... 21
圖3-1 本研究架構........................................ 30
圖4-1 本研究之模式架構.................................. 62
圖4-2 整體路徑圖........................................ 68

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