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研究生: 沈姿伶
Shen, Zi-ling
論文名稱: 藥師專業度與代言人吸引力對健康食品購買意願影響之研究:以消費者產品知識為調節變項
A Study on the Effect of Pharmacist Professionalism and Brand Ambassador Attractiveness on Purchase Intention of Dietary Supplements: Using Consumer Product Knowledge as a Moderating Variable
指導教授: 周世玉
Chou, Shih-Yu
口試委員: 洪秀瑜
Hung, Hsiu-Yu
蔡明志
Tsai, Ming-Chih
周世玉
Chou, Shih-Yu
口試日期: 2023/05/31
學位類別: 碩士
Master
系所名稱: 全球經營與策略研究所
Graduate Institute of Global Business and Strategy
論文出版年: 2024
畢業學年度: 112
語文別: 英文
論文頁數: 59
英文關鍵詞: dietary supplements, professionalism of pharmacist, attractiveness of brand ambassador, brand trust, product knowledge, purchase intention
研究方法: 調查研究
DOI URL: http://doi.org/10.6345/NTNU202400170
論文種類: 學術論文
相關次數: 點閱:84下載:3
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  • Taiwan has a growing Dietary Supplement business, and customers are becoming increasingly interested in living healthy lives. Apart from the conventional sales channels such as pharmacies, supermarkets, and chain drugstores, online shopping has emerged as a significant channel. However, in light of the extensive variety of dietary supplement products available and the ease with which consumers can access relevant medical information, it is increasingly common for individuals to disregard the guidance of professional pharmacists when it comes to purchasing dietary supplements or adhering to recommended medication dosages. Therefore, based on this concern, the aim of this research paper is to investigate which groups of consumers are more likely to be influenced by pharmacist professionalism or attractiveness of brand ambassadors, and shows the different purchase intention on Dietary Supplements. To summarize, the core value of this study is to assist brand companies and marketers in identifying appropriate target audiences and to remind consumers that in a time of numerous options, they should make informed decisions when it comes to purchasing products. Moreover, it is crucial to prioritize the legitimacy and security of product details, particularly when it involves unverified Dietary Supplements, which necessitates more careful consideration during the selection process.

    CHAPTER 1: INTRODUCTION 1 1.1 Research Background 1 1.2 Research Question & Purpose 3 1.3 Thesis Outline 3 CHAPTER 2: LITERATURE REVIEW 6 2.1 Dietary Supplement 6 2.2 Professionalism of Pharmacist 10 2.3 Attractiveness of Brand Ambassador 12 2.4 Brand Trust 13 2.5 Purchase Intention 14 2.6 Product Knowledge 16 CHAPTER 3: RESEARCH METHODOLOGY 18 3.1 Research Framework 18 3.2 Variable Measurement and Questionnaire Design 20 3.3 Data Collection and analysis 23 CHAPTER 4: DATA ANALYSIS AND RESULTS 25 4.1 Sample Profile and Descriptive Statistics Analysis 25 4.2 Reliability and Validity of Measurement Scales 30 4.3 Structural Model Estimation and Hypothesis Testing 34 CHAPTER 5: CONCLUSION 41 5.1 Research Summaries 41 5.2 Theoretical Implications 45 5.3 Managerial Implication 48 5.4 Limitations and Future Research 52 REFERENCES 53 APPENDIX 57

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