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 |
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 |
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.
Brucks, M. (1985). The effects of product class knowledge on information search behavior. Journal of consumer research, 12(1), 1-16.
Bruns, I. (2018). Perceived authenticity and trust in social media driven influencer marketing and their influence on intentions-to-buy of 18-24-year-olds in Ireland. Unpublished Master’s Thesis). Dublin Business School, Ireland.
Barber, N., Smith, F., & Anderson, S. (1994). Improving quality of health care: the role of pharmacists. Quality in Health care, 3(3), 153.
Broadbent, J. (2007). If you can't measure it, how can you manage it? Management and governance in higher educational institutions. Public Money and Management, 27(3), 193-198.
Beardsley, R. S. (1996). Chair report of the AphA-ASP. A/AACP-COD task force on professionalization: Enhancing professionalism in pharmacy education and practice. American journal of pharmaceutical education 60.(Winter Supplement), 26s-29s.
Dietary Supplement Control Act §2-1 (2020).
https://law.moj.gov.tw/ENG/LawClass/LawAll.aspx?pcode=L0040012
Engel, J. F. (1997). Blackwell, RD, & Miniard, PW (1995). Consumer behavior, 8.
Fornell&David F. Larcker (2020). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error in Journal of Marketing Research, Vol. 18, No. 1 (Feb., 1981), pp. 39-50
Freiden, J. B. (1984). Advertising Spokesperson Effects: An Examination of Endorser Type and Gender on Two Audiences, Journal of Advertising Research, Vol. 24, No. 5, pp. 33-41.
Food Industry Research and Development Institute (ITIS) (2017). Survey of the Food Industry Research Institute. pp.1-13.
Gefen, D. (2000). E-commerce: the role of familiarity and trust. Omega, 28(6), 725-737
Hammer, D. P., Mason, H. L., Chalmers, R. K., Popovich, N. G., & Rupp, M. T. (2000). Development and testing of an instrument to assess behavioral professionalism of pharmacy students. American journal of pharmaceutical education, 64(2), 141-151.
Hrisos, S., Eccles, M. P., Francis, J. J., Dickinson, H. O., Kaner, E. F., Beyer, F., & Johnston, M. (2009). Are there valid proxy measures of clinical behaviour? A systematic review. Implementation Science, 4(1), 1-20.
Hiscock, J. (2003). Most trusted brands 2002. Marketing, 1.
Hong, H. (2009). Scale development for measuring health consciousness: Re-conceptualization. that Matters to the Practice, 212.
Hammer & Chisholm (2001). American Board of Internal Medicine Committees on Evaluation of Clinical Competence and Clinical Competence and Communication Programs. Project Professionalism. Philadelphia, Penn: American Board of Internal Medicine, 2001: pp.5-6.
Khan, K. I., Ali, M., Mahmood, S., & Raza, A. (2020). Power of brand awareness in generating loyalty among youth through reputation, customer engagement and trust. International Journal of Management Research and Emerging Sciences, 10(1).
Lassar, W., Mittal, B., & Sharma, A. (1995). Measuring customer‐based brand equity. Journal of consumer marketing, 12(4), 11-19.
McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of consumer research, 16(3), 310-321.
Morwitz, V. G., Steckel, J. H., & Gupta, A. (2007). When do purchase intentions predict sales?. International Journal of Forecasting, 23(3), 347-364.
Newman, J. W., & Staelin, R. (1972). Prepurchase information seeking for new cars and major household appliances. Journal of Marketing Research, 9(3), 249-257.
Park, C. W., & Lessig, V. P. (1981). Familiarity and its impact on consumer decision biases and heuristics. Journal of consumer research, 8(2), 223-230.
Rao, A. R., & Monroe, K. B. (1988). The moderating effect of prior knowledge on cue utilization in product evaluations. Journal of consumer research, 15(2), 253-264.
Scribner, L. L., & Weun, S. (2000). Understanding consumers' subjective product knowledge: A theoretical investigation. In American Marketing Association. Conference Proceedings (Vol. 11, p. 213). American Marketing Association.
Spears, N., & Singh, S. N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of current issues & research in advertising, 26(2), 53-66.
Saher, M., Arvola, A., Lindeman, M., & Lähteenmäki, L. (2004). Impressions of functional food consumers. Appetite, 42(1), 79-89.
Taber, K. S. (2018). The use of Cronbach’s alpha when developing and reporting research instruments in science education. Research in science education, 48, 1273-1296.
Usman, O., & Aryani, Y. (2019). The Effect of Brand Ambassador, Brand Image, Product Quality, and Price on Purchase Intention. Brand Image, Product Quality, and Price on Purchase Intention (December 31, 2019).
李建軒(2015)。食品代言人專業度與特質對消費者購買意願之影響
呂家綺(2017)。健康食品購買經驗與品牌信任間關係-以訊息來源當干擾變數
林游宛霖(2012)。產品知識與認知需求在廣告代言人類型對消費者購買意願影響中之調節分析—以保健食品為例
黃喬羚(2010)。探討不同通路下消費者對生物科技產品購買意圖行為之研究。德明財金科技大學經貿運籌研究所碩士論文。
趙曼岐(2013)。品牌愛戀前置因素之探討-以品牌信任為干擾效果(未出版之博士論文)。東海大學企管系碩士班。
趙盈婷(2020)。體驗價值與網路口碑對品牌信任及顧客忠誠度之影響-以臉部保養品為例。國立宜蘭大學應用經濟與管理學系碩士論文
羅正仁(2008)。綜論台灣保健食品產業發展現況與方向。食品工業月刊,40-1-7
羅巧華(2014)。雷藥師的家。取自:http://lei24612421.myweb.hinet.net/