影響消費者對牛樟芝產品購買意願因素之研究

The Determining Factors of Customers' Purchasing intention for the Healthy Food of Taiwan Fungus Camphorates

10.29916/JMPP.200812.0008

蔡進發(Chin-Fa Tsai)；張文娟(Wen-Chuan Chang)；廖敏秀(Min-Show Liao)

銷售人員屬性 ； 關係銷售行爲 ； 產品知識 ； 知覺風險 ； 產品信任 ； 購買意願 ； salesperson's attribute ； relational selling behavior ； product knowledge ； perception of risk ； beliefs about products ； purchase intention

管理實務與理論研究

2卷4期（2008 / 12 / 01）

143 - 173

繁體中文

本研究目的在於了解消費者對銷售人員屬性、銷售關係行爲、產品知識、知覺風險、產品信任及購買意願之間的關係。以嘉義市某連鎖藥局購買牛樟芝產品之消費者爲發放對象，採用便利抽樣與人員現場訪問的方式，共回收382份有效問卷。研究結果發現：(1)消費者銷售人員屬性、關係銷售行爲與產品信任具有顯著影響；(2)消費者產品知識與知覺風險、產品信任、購買意願具有顯著影響；(3)消費者知覺風險與產品信任、購買意願具有顯著影響；(4)消費者產品信任與購買意願具有顯著影響。本研究最後提出相關建議，以提供業者在實務上之參考。

The objective of this research is to explore the relationship between salesperson's attribute and relational selling behavior, and customer's product knowledge, perceived risk, product belief and purchase intention. The customers of a chain pharmacy at Chiayi City were interviewed to learn about customers' purchase intentions for the Healthy Food of Taiwan fungus camphorates. By convenience sampling, 426 valid questionnaires were collected. The research findings are as followings: (1) a salesperson's attributes and relational selling behavior positively influences a customer's beliefs about products; (2) a customer's product knowledge and perception of risk positively influences that customer's product beliefs and purchase intentions; (3) a customer's perception of risk and beliefs about a product positively influence that customer's purchase intentions; and (4) a customer's belief about products positively influence that customer's purchase intentions. Based on the research findings, suggestions are made for health food promotion.

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