現今因為消費者的消費模式以及環境的變動使得中藥商逐漸凋零，為了使中藥商能夠再度復甦，中藥商積極尋求轉型，中藥包裝不但能使中藥商跳脫其以往在消費者心中刻板印象，更能塑造出中藥商本身的品牌形象，而中藥包裝上的資訊能夠使消費者在使用時能夠更放心且更有保障。
因此，本研究以產品外部線索和消費者價值理論，藉以瞭解影響消費者對於口碑和購買意願的主要因素。本研究透過網路問卷方式進行調查，總共回收296份有效樣本進行研究分析，透過實證研究，使用AMOS進行結構方程模型(SEM)分析研究問卷。我們發現，消費者的享樂價值和功能價值對於提升購買意願均有正向的顯著影響，而功能價值對於口碑也有正向的影響。其中，品牌形象和保證為消費者價值(享樂價值和功能價值)的重要因素。中藥鋪在提升消費者的口碑與購買意願時，可依據本研究結果，規劃適合的行銷策略以刺激消費者對於口碑和購買意願提升。最後，學術與管理意涵，研究限制與未來研究等討論也提供後續研究者與管理者做為參考。

Currently, consumer purchase behavior and changes in the environment have led to the gradual downfall of Chinese herbal medicine suppliers. To revitalize this Chinese herbal medicine industry, these suppliers have actively endeavored to transform their business models. Chinese herbal medicine packaging can facilitate medicine suppliers to not only surpass their stereotypical images among consumers, but also establish a unique brand image. Information displayed on the packaging also ensures consumers’ medication safety, alleviating their related concerns.
In this study, 296 valid samples were collected and analyzed by network questionnaire.The structural equation model (SEM) was used to study the questionnaire.This study explored the extrinsic product cues and consumer value theory to examine main factors affecting consumer word of mouth and purchase intention, revealing that hedonic value and functional value exhibited significant and positive effects on purchase intention. The results of this study can be used by Chinese herbal medicine suppliers to formulate adequate marketing strategies to enhance consumer word of mouth and purchase intention. In terms of academic and managerial implications, the research limitations and related suggestions addressed in this study can serve as a reference for subsequent researchers and relevant managers.

目錄	IV
表目錄	V
圖目錄	VI
第1章 緒論	1
1.1 研究背景與動機	1
1.2 研究目的	2
1.3 研究流程與架構	2
第2章 文獻探討	4
2.1 產品外部線索	4
2.2 消費者價值	6
2.3 口碑	7
2.4 購買意願	8
第3章 研究方法	9
3.1 研究架構	9
3.2 研究假設	10
3.2.1 品牌形象和消費者價值的關聯	10
3.2.2 知覺價格和消費者價值的關聯	11
3.2.3 保證和消費者價值的關聯	12
3.2.4 消費者價值、口碑和購買意願的關聯	13
3.3 研究設計	14
3.4 問卷發展	17
3.5 樣本資料蒐集	19
第4章 資料分析	20
4.1 樣本基本資料	20
4.1.1 問卷回收	20
4.1.2 回收樣本之敘述統計結果	20
4.2 測量模型結果	22
4.3 結構模型結果	24
第5章 結論與建議	27
5.1 研究結論	27
5.2 管理實務與理論意涵	28
5.3 未來研究建議與研究限制	29
參考文獻	30
附錄	39
表目錄
表3-1、品牌形象之衡量題項	14
表3-2、知覺價格之衡量題項	14
表3-3、保證之衡量題項	15
表3-4、享樂價值之衡量題項	15
表3-5、功能價值之衡量題項	15
表3-6、口碑之衡量題項	16
表3-7、購買意願之衡量題項	16
表3-8、問卷題目統整	18
表4-1、填答者之人口特徵統計表	21
表4-2、信效度分析	23
表4-3、區別效度	24
表4-4、結構模型之指標	25
表4-5、研究假設檢定彙整	26
 
圖目錄
圖1-1、研究流程	3
圖3-1、研究模型	10
圖3-2、傳統中藥產品包裝	17
圖3-3、變更過後新式的中藥產品包裝	17
圖4-1、模型結果	26

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