研究生: |
范國基 FAN, KUO-CHI |
---|---|
論文名稱: |
認知價值、品牌形象、信任與購買意願關係之研究—有機蔬食與保健食品為例 Relationships of Perceived Value, Brand Image, Trust and Purchase Intention – Organic Vegetable and Health Food Products as an Example |
指導教授: |
李昇暾
LI, SHENG-TUN |
學位類別: |
碩士 Master |
系所名稱: |
管理學院 - 高階管理碩士在職專班(EMBA) Executive Master of Business Administration (EMBA) |
論文出版年: | 2013 |
畢業學年度: | 101 |
語文別: | 中文 |
論文頁數: | 68 |
中文關鍵詞: | 保健食品 、有機通路 、消費理論 、價值理論 、行銷管理理論 |
外文關鍵詞: | Health food, Organic channels, Consumption theory, The theory of value, Marketing management theory |
相關次數: | 點閱:86 下載:0 |
分享至: |
查詢本校圖書館目錄 查詢臺灣博碩士論文知識加值系統 勘誤回報 |
本研究主要以台南地區銷售有機蔬食、保健健康食品做為研究通路銷售的依據,經由深度訪談配送業者的負責人,了解大台南地區約有100家有機商店與含複合式保健食品商店,發現有機農產品及健康食品可供追蹤及學習的地方,由於快速鋪貨及其他特殊原因,不論天氣如何,都不會發生價格過高或過低的現象,經由專賣店的銷售可以了解客人的忠誠度及顧客的職業,為提供穩固的貨源及找出銷售致勝的原因,以下為本研究提出的看法。
A. 經由批發商的經營方式,了解台南地區的銷售網絡與最佳銷售的農產品、有機保健食品,並透過快速鋪貨的方式,以確保到達消費者手上是最新鮮的產品。
B. 有機店的位置關係到銷售能力的多寡,以及社區地方對於有機產品的認同度和業績表現亦大不相同。
C. 有機商店與大型量販店和一般超市的不同點,在於販售的都是有機認證或是安全期的環保產品及轉型期的產品,尤其對於硝酸鹽的食用安全更需仔細把關。
D. 對於保健食品,在生技業高度發展之際,能讓人們了解預防重於治療,對於每樣產品的療效,皆有其說明。
E. 台南地區的有機產業,在全台可說最早發跡,但是發揚光大是在北台灣,有鑑於此,更應全力投入其產業,讓預防勝於治療更能落實。
This research is based on the sales of organic produce and health food in Tainan area. We have depth interviews with the person in charge of the distribution industry. We get the information that there are 100 organic stores and containing compound health food stores in Tainan. The research shows organic produce and health foods do not have too high or low of price whether sunny or rainy. We and understand the loyalty of the guests and customer's job through the store's sales. In order to provide a stable supply and fine out the critical success factors, and the followings are views of this research.
A. We understand the sales channels in Tainan, best sales of agricultural products and organic health food by the operation mode of wholesalers. Moreover, to ensure that consumers can get the freshest products through fast distribution way.
B. The amount of sales is dependent on the position of organic stores and the recognition degree of community.
C. The different point among organic stores, hypermarket and supermarkets is that organic stores sell certified organic products or environmental products and transition period products, especially focus on the amount of nitrate.
D. There are individual instructions for the curative effect of every health food product. It can make more people understand prevention is better than cure.
E. The organic industry is discovered early In Tainan, but it develop highly in northern Taiwan. Therefore, we should devote more effort to this industry to carry out the concept of prevention is better than cure.
一、 中文文獻
[1] 一OO年有機栽培農戶數及種植面積概況http://info.organic.org.tw/supergood/ezcatfiles/organic/img/img/1266/100statistic.pdf
[2] 台南市戶政生活服務網http://tnhr.tncg.gov.tw/population/population.asp
[3] 甘美玲 (2006),知覺價格、知覺品質、知覺價值對購買意願之關係研究-以消費者購買數位內容產品為實證。
[4] 生技醫療產業策進會 http://www.ibmi.org.tw/client/index.php
[5] 有機農業全球資訊網 (2013),有機業者查詢[線上資料],來源: http://organic.niu.edu.tw/buss/RegResult.asp http://info.organic.org.tw/supergood/front/bin/ptlist.phtml?Category=100989
[6] 有機農業全球資訊網http://info.organic.org.tw/supergood/front/bin/home.phtml
[7] 行政院農委會 http://www.coa.gov.tw/show_index.php
[8] 行政院衛生署 食品藥物管理局 http://www.fda.gov.tw:8080/content.aspx?site_content_sn=1776
[9] 行政院衛生署--100年國人主要死因統計(以ICD-10編碼) http://www.doh.gov.tw/CHT2006/DM/DM2_p01.aspx?class_no=25&level_no=1&doc_no=84788
[10] 吳淑燕 (2007),消費者對有機食品購買意願之研究。
[11] 吳萬益 (2011),企業研究方法(四版),華泰文化事業股份有限公司。
[12] 李郁瑩 (2009),通路消費行為之研究:以台北市士林地區有機專賣店為例。
[13] 沈孝思 (2006),品牌形象、知覺品質、知覺價值、顧客滿意與再購買意願之研究-以保健食品為例。
[14] 袁幸慈 (2006),商店形象與自有品牌形象對自有品牌知覺風險、知覺品質、知覺價值與購買意願之影響-以大型量販店為例。
[15] 張燕華 (2012),綠色蔬食銷售通路之關鍵成功因素-以台南地區主婦聯盟為例。
[16] 許士軍 (1987),新加坡消費者對不同來源地產品之知覺及態度,管理評論,1-18。
[17] 陳寬裕、王正華 (2010),論文統計分析實務:SPSS與 AMOS的運用,台北:五南。
[18] 彭秀琴 (2009),消費者選擇有機農產品之因素探討-以高雄市民為例《健康與管理學術研討會》
[19] 黃俊英 (1996),「社會行銷之起源及發展」,文大商管學報第1卷第1期:1-21。
[20] 黃俊英 (1996),行銷研究:管理與技術,台北:華泰。
[21] 黃冠維 (2010),民眾有機食品認知、知覺風險對購買意願影響之研究-以台中縣市民眾為例。
[22] 黃璋如 (1997),中德兩國有機農業之發展,國立宜蘭農工專科學校。
[23] 黃璋如 (2003,5月),「有機農業驗證制度與標章之研究」,2002年臺灣地區有機農業產業發展研討會專刊,33-51。
[24] 黃璋如 (2004),「先進國家有機農產品的標章與標示」,有機農業資訊中心負責人。
[25] 劉文俊 (2000),生活習慣、飲食與癌症的預防。基層醫學,15(5),97-100。
[26] 劉宏基 (2010),有機農產品消費者行為模式之研究。
[27] 鄧麗萍 (2006),"健康正流行 全球二兆元商機等你來淘金",<今周刊>第485期。 http://www.businesstoday.com.tw/Web_Content/article.aspx
[28] 蕭文龍 (2007),多變量分析最佳入門實用書SPSS+LISREL(SEM),碁峰資訊。
二、 英文文獻
[1] Assertions with Particular Respect to the UK and the Potential Environmental Benefits of No-till Agriculture. Crop Protection 23, (2004): 757-781.
[2] Burton S., Donald R. L., Netemeyer R. G., Garretson J. A.(1998). A Scale for Measuring Attitude Toward Private Label Products and an Examination of Its Psychological and Behavioral Correlates. Journal of the Academy of Marketing Science, 26(4), 293-306.
[3] Dodds W. B., K. B. Monroe and D. Grewel (1991). Effects of Price, Brand, and StoreInformation on Buyers’ Product Evaluations, Journal of Marketing Research, Vol.28,No.3, August, pp.307-319.
[4] Definition of Organic Agriculture. IFOAM [2008-09-30].
[5] Dodds, William B., Kent B. Monroe and Dhruv Grewal, (1991). “Effects of Price, Brand and Store Information on Buyers’ Product Evaluations,” Journal of Marketing Research, Vol.28, 307-319.
[6] Engel, James F., Roger D. Blackwell and Paul W. Miniard, (2001). Consumer Behavior, 8th ed.,Harcourt Broce Joranovich College Publishers,The Dryden Press.
[7] Hair, J. F., Black, B., Anderson, R. E., & Tatham, R. L. (2006). Multivariate Data Analysis (6th ed.). Upper Saddle River, New York:Pearson Prentice Hall.
[8] Kusum L., Ailawadi, Scott A. Neslin Karen Gedenk (2001). The pursuit of value-conscious consumers to play against national brand promotion: brand stores. Journal of Marketing. 65(1), 71-89.
[9] Kent, Jr. J. L. and Flint, D. J. (1997). Perspectives on the Evolution of Logistics Thought, Journal of Business Logistics, 18(2), pp.15-29.
[10] Lessig, V. P., (1973). “Consumer Store Images and Store Loyalties,” Journal of Marketing, Vol. 38, 72-74.
[11] Lee, M. & Turban, E.(2001). A Trust Model for Consumer Internet Shopping, International Journal of Electronic Commerce, 6(1), 75-91.
[12] Paul, J.. (2010). "From France to the World: The International Federation of Organic Agriculture Movements (IFOAM)". Journal of Social Research & Policy. 1(2):93-102.
[13] Park, C. W., Jaworski, B. J. and Maclnnis, D. J. (1986). Strategic Brand Concept-Image Management, Journal of Marketing, Vol.50, 135-145.
[14] Parasuraman, Zeithaml and Berry (1988). "SERVQUAL: A Multiple-Item Scale for Measuring Customer Perceptions of Service Quality," Journal of Retailing, 12-40.
[15] Richardson, P. S., Dick, A. S., Jain, A. K. (1994). “Extrinsic and intrinsic cue effects on perceptions of store brand quality” Journal of Marketing, 58(4), 28
[16] Strauss, J., & Frost, R. (2001). E-Marketing. New Jersey: Prentice Hall.
[17] Schiffman and Leslie L. K. (2003). Consumer Behavior by Leon G.
[18] Scot B., Donald R. L., Richatd G. N. and Judith A. G. (1998). “A scale for measuring attitude toward private label products and an examination of its psychological and behavioral correlates,” Journal of the Academy of Marketing Science, 26(4), 293~306.
[19] Trewavas, A. “A critical Assessment of Organic Farming-And-Food.
[20] Vogtmann H., Biedermann R.(1985). The nitrate story--no end in sight. Nutr Health, 3(4), 217-39.
[21] Weisburger, J. H. (2000). Eat to Live, Not Live to Eat. Nutrition, 16, 767-773.
[22] Zeithaml V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence, Journal of Marketing, Vol.52, 2-22.
[23] Zeithaml et al. (1988). Behavioural responses to customer satisfaction:an empirical study .