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請使用永久網址來引用或連結此文件:
http://nhuir.nhu.edu.tw/handle/987654321/24439
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| 題名: | 芳香精油產品之購買情境、從眾行為、涉入程度、購後反應關係之研究 |
| 其他題名: | The Study of Consumption Situation, Conformity Behavior, Involvement, Post-Purchase Reaction for Essence Oil |
| 作者: | 曾常恩
Tseng, Chang-En |
| 貢獻者: | 企業管理學系管理科學碩博士班
郭東昇
Tung-Sheng Kuo |
| 關鍵詞: | 芳香精油;購買情境;從眾行為;涉入程度;購後反應
Consumption Situation;Conformity Behavior;Involvement;Post-Purchase Reaction;Essence Oils |
| 日期: | 2016 |
| 上傳時間: | 2016-10-25 16:09:16 (UTC+8) |
| 摘要: | 本研究目的是因為現代人壓力太大，而情緒、壓力及憂鬱往往往使疾病產生，嚴重甚至導致癌症。很多人生重病了以後，才求助醫生或尋求自然療法。然而芳香療法隨著消費者的需求而被漸漸重視。隨著人們對服務品質要求的提升，芳香精油產品業者也必須不斷提升其服務品質來因應。因此，芳香精油產品業者有必要深入了解顧客的實際需求與感受，以留住客戶。本研究透過問卷調查法，來瞭解顧客消費過程中之購買情境、從眾行為、涉入程度、購後反應等方面之看法。 本研究以全台灣芳香精油之消費者為研究對象，採便利抽樣方式進行問卷調查，共計發放261分問卷，有效回收261份，回收率100％。回收之資料以SPSS 20.0為工具進行資料整理與分析。輸出結果以信度分析、效度分析、描述性統計、獨立樣本t檢定和單因子變異數分析等統計方法進行分析。 研究結果顯示，在購買情境方面，不同的性別、年齡，有顯著差異；在從眾行為方面，不同的年齡、職業，有顯著差異；在涉入程度方面，不同的婚姻狀況，有顯著差異；在購後反應方面，不同的月收入有顯著差異。 本研究依研究結論進行管理意涵之討論，並對相關業者提出建言。
As people’s requirement on the quality of service rise, the essence oil industry must improve its service to deal with the phenomena. Hence, in order to consolidate the customer source, it is necessary to explore in depth the process of customer consumption behavior to understand the actual need and feel of a customer. The purpose of this study is to comprehend the customer consumption process which includes consumption situation, conformity behavior, involvement and post-purchase reaction by using questionnaire survey. This study uses the essence oil consumers in Taiwan as the study subject. It uses the convenience sampling method to conduct the questionnaire survey. 261 questionnaires were handed out with 261 valid. The valid recovery rate is 100%. The data was rearranged and analyzed by using SPSS 20 as the analytical tool. It was analyzed using the reliability analysis, validity analysis, descriptive statistics, independent-sample T test and One-way ANOVA analysis. The result shows that in terms of consumption behavior, there are significant differences between different genders and ages. In terms of conformity behavior, there are significant differences between different ages and occupations. While in terms of involvement, there is a major difference between different marital statuses. Instead, in terms of post-purchase reaction, there is no significant difference in average. This study discusses the implications of management based on the results, and suggestions are made to the relevant parties. |
| 顯示於類別: | [企業管理學系(管理科學碩/博士班,非營利事業管理碩士班)] 博碩士論文-管理科學碩博士班
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| 104NHU00457040-003.pdf | | 1248Kb | Adobe PDF | 1723 | 檢視/開啟 | | index.html | | 0Kb | HTML | 268 | 檢視/開啟 |
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