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| 題 名 | 消費者對益生菌發酵紅心蘿蔔汁機能性飲品體驗價值、信任度、滿意度與購買意願之研究=A Study on Consumers' Experience Value, Trust, Satisfaction and Purchase Intention of Probiotic Fermented Red Radish Juice Functional Beverage |
|---|---|
| 作 者 | 吳佳華; | 書刊名 | 台灣雙福三創管理評論 |
| 卷 期 | 5:1 2025.06[民114.06] |
| 頁 次 | 頁21-31 |
| 分類號 | 496.34 |
| 關鍵詞 | 體驗價值; 信任度; 滿意度; 購買意願; Experience value; Trust; Satisfaction; Purchase intention; |
| 語 文 | 中文(Chinese) |
| 中文摘要 | 根據台灣區飲料工業同業公會(以下簡稱「飲料公會」)的報告中指出,全球 競爭激烈的飲料市場中,健康、機能為消費者的主要訴求,不少廠商期待以特殊 的產品,在擁擠的市場中能一枝獨秀。近年來消費者對健康的關心為全球趨勢, 而根據飲料公會的資料顯示,飲料中主要的熱量來源「糖」也成為消費者關心的 重點。本研究採用來自新來源、高雄科技大學與樹德科技大學共同合作所進行的 SBIR 計畫,以紅心蘿蔔而研製成的機能性飲品,研究方法為便利抽樣法,研究 構面包含:體驗價值量表、信任度量表、滿意度量表、購買意願量表及消費者人 口統計變項資料,依研究目的及驗證假說進行分析。有效問卷樣本為 308 份,採 用統計軟體來分析資料,以描述性統計分析、信度分析、t 檢定、單因子變異數 分析、Pearson 相關分析及迴歸分析來進行檢測,瞭解不同人口統計變項之消費 者對於益生菌發酵紅心蘿蔔汁機能性飲品體驗價值、信任度、滿意度與購買意願 各構面間之關聯性,本研究結果顯示,不同性別、不同婚姻、不同年齡、不同職 業、不同教育程度、不同個人平均收入對紅心蘿蔔汁機能性飲品之體驗價值、信 任度、滿意度與購買意願是具有差異性存在;消費者對益生菌發酵紅心蘿蔔汁機 能性飲品體驗價值、信任度、滿意度與購買意願,具有相關性,彼此間亦具有預 測能力及正向影響力。 |
| 英文摘要 | According to a report from the Taiwan Beverage Industry Association (hereinafter referred to as the "Beverage Association"), in the fiercely competitive global beverage market, health and functionality are the main demands of consumers, and many manufacturers hope to stand out in the crowded market with special products. In recent years, consumers' concern for health has become a global trend. According to data from the Beverage Association, "sugar", the main source of calories in beverages, has also become a focus of consumers' concern. This study uses a functional beverage developed from red radish from a SBIR project jointly conducted by New Source, Kaohsiung University of Science and Technology, and Shu-Te University. The research method is convenience sampling. The research dimensions include: experience value scale, trust scale, satisfaction scale, purchase intention scale and consumer demographic variable data. The analysis is based on the research purpose and hypothesis verification. There were 308 valid questionnaire samples. Statistical software was used to analyze the data. Descriptive statistical analysis, reliability analysis, t-test, one-way variance analysis, Pearson correlation analysis and regression analysis were used to test the correlation between the experience value, trust, satisfaction and purchase intention of consumers with different demographic variables for the functional beverage of probiotic fermented red radish juice. The results of this study showed that different genders, different marital status, different ages, different occupations, different educational levels, and different average personal incomes had different experiences of the functional beverage of red radish juice, trust, satisfaction and purchase intention; consumers' experience value, trust, satisfaction and purchase intention of the functional beverage of probiotic fermented red radish juice were correlated, and they also had predictive power and positive influence on each other. |
本系統中英文摘要資訊取自各篇刊載內容。