藥局對於消費者購買第二型膠原蛋白產品之行為研究 -以桃園區藥局為例

Chia Nan University of Pharmacy & Science Institutional Repository > 藥理學院 > 藥學系(所) > 博碩士論文 > Item 310902800/33945

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標題:	藥局對於消費者購買第二型膠原蛋白產品之行為研究 -以桃園區藥局為例 Study on the Consumers’ Behaviors of Purchasing Type II Collagen Related Products in Taoyuan City Pharmacy Stores 消費者對於第二型膠原蛋白產品的需求，常以保健關節或疼痛的需求決定是否購買。本研究從動機理論、信任理論、專業能力與溝通技巧做為理論依據，探討藥局對於消費者購買第二型膠原蛋白產品的影響。本研究正式發放數量250份，回收235份，扣除無效問卷數21份，剩餘有效問卷數為214 份，有效問卷為85.6%，進行後續的敘述性統計、t檢定、單因子變異數分析、信度分析、相關分析及迴歸分析。經實證分析後，可發現信任、動機、溝通技巧與專業能力彼此存在著相互影響關係；信任對於第二型膠原蛋白產品購買動機具有預測力；專業能力對於第二型膠原蛋白產品購買動機具有預測力；溝通技巧對於第二型膠原蛋白產品購買動機具有預測力。此結果代表消費者會信任藥局從業人員的因素而產生購買動機，且只要專業能力足夠解說第二型膠原蛋白產品的功效，便容易造成消費行為。本研究結果可提供藥局從業人員在銷售第二型膠原蛋白產品時，如何引發消費者購買動機之參考。 Consumers’ demand for type II collagen products often depends on the needs of joint health or pain to decide whether to buy. The study used motivation theory, trust theory, professional ability and communication skills as theoretical basis to explore the influence of pharmacies on consumers’ purchase of type II collagen products. In the study, 250 copies were officially distributed, 235 were recovered, 21 invalid questionnaires were deducted, the remaining valid questionnaires were 214. The effective questionnaires were 85.6%. We used descriptive statistics, t-test, single factor variance analysis, reliability analysis, correlation analysis and regression analysis to analyze. After empirical analysis, we can find that there is a positive relationship between trust, motivation, communication skills and professional ability;Trust has predictive power for the purchase motivation of type II collagen products;Professional competence has predictive power for the purchase of type II collagen products. Communication skills are predictive of motivation for purchasing type II collagen products. The results mean that consumers will trust the factors of the pharmacy practitioners to generate purchase motivation, and as long as the professional ability is sufficient to explain the efficacy of type II collagen products, it is easy to cause consumer behavior. The results of the study can provide a reference for how pharmacy practitioners can trigger consumers’ purchase motivation when selling type II collagen products.
作者:	彭琦棻
貢獻者:	藥學系郭榮華
關鍵字:	信任購買動機溝通技巧專業能力 trust purchase motivation communication skills professional ability
日期:	2020
上傳時間:	2022-10-21 10:30:47 (UTC+8)
關聯:	學年度：108， 83頁
顯示於類別:	[藥學系(所)] 博碩士論文

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