請用此 Handle URI 來引用此文件：
http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/98305完整後設資料紀錄
| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 梁朝雲 | zh_TW |
| dc.contributor.advisor | Chao-Yun Liang | en |
| dc.contributor.author | 林隺 | zh_TW |
| dc.contributor.author | Ho Lin | en |
| dc.date.accessioned | 2025-08-01T16:09:01Z | - |
| dc.date.available | 2025-08-02 | - |
| dc.date.copyright | 2025-08-01 | - |
| dc.date.issued | 2025 | - |
| dc.date.submitted | 2025-07-05 | - |
| dc.identifier.citation | 中文參考文獻
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/98305 | - |
| dc.description.abstract | 本研究採用量化問卷調查與質性專家深度訪談雙軌併行，分析臺灣含蕈菇萃取物成分之保健品的品牌經營策略。量化研究部分共回收 415 份有效樣本，進行統計分析與驗證。研究結果顯示，在態度忠誠方面，「溝通」行銷為最強的正向因素，其次為「需求」行銷、「成本」行銷及「能力信任感」；在行為忠誠方面，同樣是以「溝通」行銷最為重要，「需求」行銷與「情境涉入度」也產生正向的影響，但是「成本」行銷則對行為忠誠會產生負向的作用。此結果指出，雖便利性與價格有助於提升消費者的態度認同，但過度強調則可能降低消費者對保健品實際的購買意願。
本研究之質性部分則邀請四位業界專家進行深度訪談，來補充市場趨勢與經營策略之洞見，以補充並支持量化研究之結果。質性訪談結果指出，中南部地區因醫療資源分散及高齡化特性，保健品需求較為強烈；各年齡層皆展現對保健品的需求，需求類型隨年齡而異。專家建議，保健品品牌應依據產品特性與資源條件來選擇適當的通路予以佈局，並須避免過度訴求低價與便利，應強化保健品的專業形象、功效驗證與資訊透明化，以提升消費者的信任度與市場競爭力。 綜上分析結果，植萃保健品廠商若欲強化品牌忠誠度，須要同步提升品牌與消費者之間的溝通品質、滿足健康需求、平衡價格與價值的認知，並建立穩固的專業形象。研究者對後續研究，建議擴大量化樣本來源、增加質性採訪廣度，並採用縱貫性設計以追蹤市場的變動趨勢，進一步深化植萃保健品市場之學術研究與實務價值。 | zh_TW |
| dc.description.abstract | This study administered a quantitative questionnaire survey and qualitative expert in-depth interviews to analyze the strategies used to manage mushroom-extract-based health supplement brands in Taiwan. A total of 415 valid questionnaire samples were collected for statistical analysis. The research results revealed that in terms of attitudinal loyalty, communication marketing was the strongest positive factor, followed by customer need marketing, cost marketing, and trust in ability. In terms of behavioral loyalty, communication marketing was again the most important; customer need marketing and situational involvement also had positive impacts, but cost marketing had a negative effect on behavioral loyalty. Thus, although convenience and price positively affect consumer recognition, overemphasizing them may reduce consumers’ intention to purchase health supplements.
Four industry experts were invited to participate in in-depth interviews to provide insights into market trends and business strategies to supplement and support the results of the quantitative research. Demand for health care supplements was found to be relatively strong in central and southern Taiwan due to the scattered medical resources and aging population in these regions. People of all ages exhibit demand for health care supplements, and the type of demand varies with age. The experts suggested that health care supplement brands should choose appropriate channels for distribution on the basis of products’ characteristics and resource conditions and should avoid excessive demands for low prices and convenience. Supplements should strengthen brands’ professional image, and their efficacy should be verified and information should be transparently provided to enhance consumer trust and market competitiveness. The analysis revealed that if mushroom-extract-based health supplement manufacturers want to strengthen consumers’ loyalty to their brand, they must simultaneously improve the quality of communication between the brand and consumers, meet the consumers’ health needs, balance the perception between price and value, and establish a solid professional image. Follow-up studies should employ a larger quantitative sample, increase the breadth of the qualitative interviews, and adopt a longitudinal design to track market trends. Doing so would deepen the academic research on the practical value of the mushroom-extract-based health supplement market. | en |
| dc.description.provenance | Submitted by admin ntu (admin@lib.ntu.edu.tw) on 2025-08-01T16:09:01Z No. of bitstreams: 0 | en |
| dc.description.provenance | Made available in DSpace on 2025-08-01T16:09:01Z (GMT). No. of bitstreams: 0 | en |
| dc.description.tableofcontents | 口試委員審定書……………………………………………………… i
謝誌…………………………………………………………………… ii 摘要…………………………………………………………………… iii Abstract……………………………………………………………….. iv 目次…………………………………………………………………… vi 圖次…………………………………………………………………… ix 表次…………………………………………………………………… x 第一章 緒論………………………………………………………… 1 第一節 研究背景………………………………………………… 1 第二節 研究動機………………………………………………… 5 第三節 研究目的………………………………………………… 9 第四節 研究貢獻………………………………………………… 10 第五節 名詞釋義………………………………………………… 11 第二章 文獻探討…………………………………………………… 13 第一節 菇類產銷與菇類保健食品……………………………… 13 第二節 品牌忠誠度……………………………………………… 17 第三節 涉入度…………………………………………………… 21 第四節 信任感…………………………………………………… 27 第五節 4C行銷組合……………………………………………… 32 第三章 研究方法…………………………………………………… 39 第一節 量化研究與質性研究…………………………………… 39 第二節 量化研究法……………………………………………… 42 第三節 質性研究法……………………………………………… 49 第四章 量化研究結果與討論………………………………………. 53 第一節 描述性統計……………………………………………... 53 第二節 項目分析………………………………………………… 56 第三節 因素分析………………………………………………… 61 第四節 相關性分析……………………………………………… 69 第五節 迴歸分析………………………………………………… 72 第六節 差異性分析……………………………………………… 77 第五章 質性研究結果與討論……………………………………….. 87 第一節 保健品成分與特色……………………………………… 88 第二節 保健品通路……………………………………………… 90 第三節 品牌推廣策略…………………………………………… 93 第六章 結論與建議………………………………………………….. 97 第一節 研究結論………………………………………………….. 97 第二節 實務建議………………………………………………….. 99 第三節 研究限制………………………………………………….. 102 第四節 未來研究………………………………………………….. 103 中文參考文獻………………………………………………………….. 104 英文參考文獻………………………………………………………….. 110 附錄：問卷調查……………………………………………………….. 127 學術履歷：論文發表…………………………………………………... 132 | - |
| dc.language.iso | zh_TW | - |
| dc.subject | 信任感 | zh_TW |
| dc.subject | 蕈菇萃取物 | zh_TW |
| dc.subject | 涉入度 | zh_TW |
| dc.subject | 品牌忠誠度 | zh_TW |
| dc.subject | 保健品 | zh_TW |
| dc.subject | 4C行銷 | zh_TW |
| dc.subject | brand loyalty | en |
| dc.subject | health supplements | en |
| dc.subject | trust | en |
| dc.subject | 4C marketing | en |
| dc.subject | mushroom extract | en |
| dc.subject | involvement | en |
| dc.title | 臺灣植萃保健品的品牌經營策略： 聚焦含蕈菇萃取物成分的保健品 | zh_TW |
| dc.title | Brand management strategy for the health products of Taiwanese plant extracts: A focus on the health products containing mushroom extracts | en |
| dc.type | Thesis | - |
| dc.date.schoolyear | 113-2 | - |
| dc.description.degree | 碩士 | - |
| dc.contributor.oralexamcommittee | 王志文;陳炤堅 | zh_TW |
| dc.contributor.oralexamcommittee | Chih-Wen Wang;Chao-Chien Chen | en |
| dc.subject.keyword | 4C行銷,信任感,保健品,品牌忠誠度,涉入度,蕈菇萃取物, | zh_TW |
| dc.subject.keyword | 4C marketing,trust,health supplements,brand loyalty,involvement,mushroom extract, | en |
| dc.relation.page | 132 | - |
| dc.identifier.doi | 10.6342/NTU202501491 | - |
| dc.rights.note | 同意授權(限校園內公開) | - |
| dc.date.accepted | 2025-07-08 | - |
| dc.contributor.author-college | 生物資源暨農學院 | - |
| dc.contributor.author-dept | 生物產業傳播暨發展學系 | - |
| dc.date.embargo-lift | 2025-08-02 | - |
| 顯示於系所單位： | 生物產業傳播暨發展學系 | |
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|---|---|---|---|
| ntu-113-2.pdf 授權僅限NTU校內IP使用（校園外請利用VPN校外連線服務） | 2.12 MB | Adobe PDF |
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