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系統識別號 U0002-1202202013505800
中文論文名稱 中藥創新包裝影響消費者購買意願之研究
英文論文名稱 The effect of innovative packaging of traditional Chinese medicine on purchase intention.
校院名稱 淡江大學
系所名稱(中) 管理科學學系企業經營碩士班
系所名稱(英) Master's Program In Business And Management, Department Of Management Sciences
學年度 108
學期 1
出版年 109
研究生中文姓名 林宜穎
研究生英文姓名 I-Yin Lin
學號 605620011
學位類別 碩士
語文別 英文
口試日期 2020-01-02
論文頁數 56頁
口試委員 指導教授-陳水蓮
委員-康信鴻
委員-曹銳勤
中文關鍵字 差異化  知覺價值  態度  口碑  購買意願  傳統中藥 
英文關鍵字 Differentiation  Perceived value  Attitude  Word-of-Mouth  Purchase intention  Traditional Chinese medicine 
學科別分類
中文摘要 近年來,傳統中藥行在台灣逐漸沒落,從原先最蓬勃的一萬五千多家中藥行,演變至今僅剩七千多家,以往迪化街在年節時車水馬龍的景象已不復存在。而當今經營的中藥商平均年齡高達60歲,路邊的中藥行給消費者的感覺,比起西醫診所、藥局都相較老舊,使得愈來愈多年輕人幾乎沒有踏進過中藥行,更不會瞭解中藥材的功效與優點。因此,為了傳統中藥行的產業發展,本研究針對將傳統中藥材的包裝改善,揮別以往單以薄紙包裝,改為有明確產品資訊的紙盒,將中藥材精緻化,進而研究此種創新包裝是否會影響現代人的購買意願與口碑。
本研究針對台灣人發放網路與實體問卷,共計回收有效消費者樣本520份。以Amos17.0統計軟體進行信、效度分析,並以結構方程式進行假設檢定。實證結果如下:一、中藥包裝差異化對消費者知覺價值有顯著正向影響;二、知覺價值對消費者態度有顯著正向影響;三、消費者態度對口碑有顯著正向影響;四、消費者態度對購買意願有顯著正向影響。最後,本研究會提出管理與理論意涵,並針對未來研究學者提出建議與方向,提供評估中藥創新包裝是否對於消費者購買意願有所影響,進而改善傳統中藥產業,並提供給學術研究者作未來參考。
英文摘要 Recently, traditional Chinese medicine shops have gradually declined in Taiwan. Tens of years ago, when the industry was prosperous, there were over 15,000 traditional Chinese medicine shops in Taiwan. However, in 2018, there were only approximately 7,000 shops left over time. The lively scene of Dihua Street while Chinese New Year no longer exist. The owners of traditional Chinese shops are 60 years old on average. People now usually consider the traditional Chinese medicine shops are relatively old and dirty compared with western pharmacies. What is more, less people will be willing to step into this industry. Thus, in order to ameliorate the situation, the study aims to explore if the innovative packaging of traditional Chinese medicine will influence consumer’s purchase intention.

The study conducts online and offline questionnaires, and the participants are all Taiwanese. We collected 520 useful data and employed AMOS17.0 to analyze the research hypotheses with structural equation modeling (SEM). The hypotheses are supported as follows. First, differentiation has significant and positive effects on perceived value; second, perceived value has significant and positive effects on attitude; third, attitude has significant and positive effects on word-of-mouth; fourth, attitude has significant and positive effects on purchase intention. Eventually, this study provides several managerial and theoretical implications for traditional Chinese medicine industry and discuss further research aspects and direction for future academics.
論文目次 Chapter 1 Introduction 1
1.1 Research background 1
1.2 Research Process and Thesis Organization 3
Chapter 2 Literature Review 5
2.1 Differentiation 5
2.2 Product Advantage (PA) 6
2.3 Perceived Value (PV) 7
2.3.1 Functional Value (PFV) 8
2.3.2 Emotional Value (PEV) 8
2.3.3 Social Value (PSV) 8
2.3.4 Epistemic Value (PEPV) 8
2.3.5 Conditional Value (PCV) 9
2.4 Attitude 9
2.5 Word-of-Mouth (WOM) 10
2.6 Purchase Intention (PI) 12
2.7 Relationship between Differentiation and Perceived Value 13
2.8 Relationship between Product Advantage and Perceived Value 14
2.9 Relationship between Perceived Value and Attitude 15
2.10 Relationship between Attitude and Word-of-Mouth 16
2.11 Relationship between Attitude and Purchase Intention 17
Chapter 3 Research Model and Methodology 18
3.1 Research Setting 18
3.2 Questionnaire Design, pre-testing 19
3.3 Sampling and Date collection 21
3.4 Data Analysis Method 22
3.4.1 Descriptive statistics analysis 22
3.4.2 Reliability and Validity analysis 23
Chapter 4 Data Analysis and Results 24
4.1 Sampling and respondent profile 24
4.2 Measurement model 26
4.2.1 Confirmatory factor analysis 27
4.3 Reliability and Validity 28
4.3.1 Reliability Analysis 28
4.3.2 Convergent Validity 30
4.3.3 Discriminant Validity 31
4.4 Structure Equation Model Analysis 34
4.4.1 Overall Model Validation 34
4.4.2 Structural Equation Model Evaluate Hypothesis Test 35
Chapter 5 Conclusion 39
5.1 Discussion 39
5.2 Theoretical Implication 41
5.3 Managerial Implication 42
5.4 Research Limitations 43
5.5 Future Research and Suggestions 43
Reference 44
Appendix 54

Table 3.1 Sources of Mearsure Items 20
Table 3.2 Questionnaire and Return 21
Table 4.1 Demographic Variables of the Participants' profiles 26
Table 4.2 Analysis of Measurement Accuracy 28
Table 4.3 Analysis of Reliability and Convergent Validity 30
Table 4.4 Analysis of the Difference of Chi-square and correlation 32
Table 4.5 Analysis of Discriminant Validity 33
Table 4.6 Analysis of Goodness-of-fit measures 35
Table 4.7 Hypothesis Test Analysis 37
Table 5.1 Analysis of hypothesis test 40

Figure 1.1 The number of traditional Chinese medicine shops in Taiwan 2
Figure 1.2 Research Process 4
Figure 3.1 The Research Conceptual Framework 18
Figure 4.1 Structure Equation Modeling Analysis 38

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