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:121 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.
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