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。

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.

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

中文文獻
1.李依頻（2018）。中藥養生與心聲／六大因素　促中藥行由興轉衰。今日新聞。取自 https://sight.nownews.com/20180725-5113
2.曾沛瑜 (2016/03/01)。凋零│中藥房消失中。康健雜誌，208期。取自https://www.commonhealth.com.tw/article/article.action?nid=71207
3.洪巧藍 (2018/11/06)。中藥房年減900家！「25年未核發執照」近兩千中藥商赴衛福部陳情。ETtoday新聞雲。取自https://health.ettoday.net/news/
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4.	藍冠麟 (2018)。傳統中藥行從文創設計到社區導覽轉型歷程之研究。LSHI 2018聯結x共生:文化傳承與設計創新國際學術研討會論文集，179 - 189
 
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