Please use this identifier to cite or link to this item:
https://ah.lib.nccu.edu.tw/handle/140.119/136282| DC Field | Value | Language |
|---|---|---|
| dc.contributor.advisor | 陳建維 | zh_TW |
| dc.contributor.advisor | Chen, Chien-Wei | en_US |
| dc.contributor.author | 馮星瑋 | zh_TW |
| dc.contributor.author | Forng, Hsing-Wei | en_US |
| dc.creator | 馮星瑋 | zh_TW |
| dc.creator | Forng, Hsing-Wei | en_US |
| dc.date | 2021 | en_US |
| dc.date.accessioned | 2021-08-04T06:27:45Z | - |
| dc.date.available | 2021-08-04T06:27:45Z | - |
| dc.date.issued | 2021-08-04T06:27:45Z | - |
| dc.identifier | G0108351039 | en_US |
| dc.identifier.uri | http://nccur.lib.nccu.edu.tw/handle/140.119/136282 | - |
| dc.description | 碩士 | zh_TW |
| dc.description | 國立政治大學 | zh_TW |
| dc.description | 國際經營與貿易學系 | zh_TW |
| dc.description | 108351039 | zh_TW |
| dc.description.abstract | 本研究目的為探討近年來隨著健身熱潮而逐漸受到重視之乳清蛋白產品，其消費者行為意圖之研究。本研究以信號理論(Signaling Theory)的觀點作為主體框架，將乳清蛋白行銷溝通中各類元素歸類，廠商網紅代言人視為信號傳遞者(Signaler)、行銷內容視為信號本身(Signal)、消費者視為信號接收者(Receiver)、承載行銷內容之平台視為信號環境(Signaling Environment)，探討此四大面向中對消費者行為意圖造成影響之因素。\n本研究採量化分析，透過發放線上問卷蒐集初級資料，經過統計回歸資料分析後發現，信號傳遞者面向的「網紅對產品態度與消費者相似性」、「網紅與消費者相似性」與消費者行為意圖產生顯著正向關係、信號內容面向之「敘述關係式」、「相對價格」呈現顯著對消費者行為意圖有正向關係。此外本研究也針對信號接收者特性之「知識程度」、「體態滿意度」、「價格敏感度」與信號平台特性之「平台可信度」、「平台互動性」、「平台生動性」是否對信號傳遞者與信號內容具有調節效果進行分析，平台互動性是缺乏調節效果，而其他則發現有部分會造成調節效果，詳細結果將於研究中一一闡述。 | zh_TW |
| dc.description.tableofcontents | 第一章 緒論 1\n第一節 研究動機與背景 1\n第二節 研究目的 2\n第三節 研究流程 3\n第二章 文獻回顧 4\n第一節 乳清蛋白定義 4\n第二節 信號理論與來源 6\n第三節 網紅與代言人可信度 11\n第四節 行為意圖 16\n第三章 研究方法 17\n第一節 研究架構 17\n第二節 研究假設 18\n第三節 問卷設計與變數衡量題項 24\n第四節 資料蒐集、處理與分析方法 31\n第四章 資料分析 34\n第一節 敘述性統計分析 34\n第二節 因素分析 37\n第三節 信度分析 48\n第四節 假設檢定分析 54\n第五章 結論 67\n第一節 研究結果 67\n第二節 行銷意涵 70\n第三節 研究限制與未來研究建議 74\n參考文獻 76\n附錄 89 | zh_TW |
| dc.format.extent | 4864550 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.source.uri | http://thesis.lib.nccu.edu.tw/record/#G0108351039 | en_US |
| dc.subject | 信號理論 | zh_TW |
| dc.subject | 行為意圖 | zh_TW |
| dc.subject | 代言人 | zh_TW |
| dc.subject | 產品知識 | zh_TW |
| dc.subject | 乳清蛋白 | zh_TW |
| dc.subject | Signaling theory | en_US |
| dc.subject | Behavioral Intention | en_US |
| dc.subject | Celebrity endorsement | en_US |
| dc.subject | Product Knowledge | en_US |
| dc.subject | Whey Protein | en_US |
| dc.title | 消費者對乳清蛋白行為意圖之研究：信號理論觀點 | zh_TW |
| dc.title | Study on Consumer Behavioral Intention of Whey Protein- A Signaling Theory Perspective | en_US |
| dc.type | thesis | en_US |
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| dc.identifier.doi | 10.6814/NCCU202100803 | en_US |
| item.cerifentitytype | Publications | - |
| item.fulltext | With Fulltext | - |
| item.grantfulltext | embargo_20260708 | - |
| item.openairecristype | http://purl.org/coar/resource_type/c_46ec | - |
| item.openairetype | thesis | - |
| Appears in Collections: | 學位論文 | |
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