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題名 消費者創新抵制因素之研究- 以子宮頸癌疫苗為例
The Determinants of Innovation Resistance： The Adoption of Cervical Cancer Prevention Vaccine
作者 李怡萱
貢獻者 陳建維
李怡萱
關鍵詞 創新抵制
子宮頸癌疫苗
日期 2012
上傳時間 11-Jul-2013 16:15:12 (UTC+8)
摘要 隨著時代進步，人們的健康意識提升，醫藥產業不斷成長，人們對藥品的消費也日益提高。許多國際大藥廠皆在近年來投入愈來愈多資源在疫苗部門的研發與製造，顯示疫苗產品在其策略版圖中佔的地位日趨重要。
     本研究主要藉由文獻與理論的整理，以及實證資料的分析，探討台灣地區女性消費者不願意施打子宮頸癌疫苗的因素。主要研究內容包含: 第一，探討子宮頸癌疫苗的各種創新抵制來源(使用障礙、價值障礙、身體風險障礙、經濟風險障礙、功能風險障礙、社會風險障礙、傳統障礙、印象障礙)對女性消費者接種子宮頸癌疫苗意願的影響。第二，本研究也探討女性消費者個人的產品知識和產品涉入對其接種子宮頸癌疫苗的各種創新抵制來源以及接種意願的影響。第三，探討女性消費者擔憂罹病的程度對其接種子宮頸癌疫苗意願的影響。
     實證資料的分析結果顯示，在各種創新抵制來源之中，社會風險障礙、身體風險障礙與功能風險障礙能顯著影響接種意願。而除了創新抵制因素外，消費者的產品知識、產品涉入與擔憂罹病程度皆能顯著影響接種意願。其中，產品知識對接種意願的影響完全由創新抵制來源所中介，產品涉入對接種意願的影響有部分由創新抵制來源中介，而擔憂罹病程度則為直接影響接種意願。本研究最後根據分析結果，提出整體行銷建議供相關業者參考。
參考文獻 一、 中文部分:
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     13. 陳育棠 (2004)，網站環境之認知、情感對消費者態度及行為意圖之影響─以農產品網站為例，國立中興大學行銷學系碩士論文。
     14. 陳珮甄 (2005)，健保藥品給付價格對門診口服降血糖藥品處方型態的影響，國立成功大學臨床藥學研究所碩士論文。
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     16. 黃銘章、孫詩蘋 (2008)，產品知識、涉入程度對處方藥藥商廣告之影響，行銷評論，第5卷，第1期，頁81 -103。
     17. 葉俊佑 (2004)，健保藥品給付價格對門診口服降血糖藥品處方型態的影響，靜宜大學企業管理研究所碩士論文。
     18. 董映岑 (2010)，處方藥之行銷公關策略探討，國立台灣科技大學管理研究所碩士論文。
     19. 榮泰生 (2006)，SPSS與研究方法，五南出版社，初版。
     20. 樊一平 (2007)，藥品行銷組合策略與醫師處方行為之關聯性研究，國立中正大學管理研究所碩士論文。
     21. 蔣曉秋 (2002)，影響醫師處方藥品的重購意願之探討，義守大學管理科學研究所碩士論文。
     22. 欒斌、李靜怡 (2004)，手機使用者對手機行動上網之創新抵制來源因素探討，行銷評論，2004 年秋季，第1卷，第1期，頁21-36。 
     
     二、 英文部分:
     1. Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
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     3. Allport, G. W. (1935). Attitudes. Handbook of Social Psychology, 2, 798-844.
     4. Andrews, M. (2011). GSK Vaccines in 2011. Online] GlaxoSmithKline, 23.
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     6. Antil, J. H. (1988). New product or service adoption: when does it happen?. Journal of Consumer Marketing, 5(2), 5-16.
     7. Applebaum, M. (2007). Beverly J. Lybrand Who`s afraid of social controversy? Not this big-pharma VP, whose efforts have made millions for Merck-and saved thousands of lives in the process. BRANDWEEK-NEW YORK-, 48(36), 34.
     8. Baron, R. M., & Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182.
     9. Bass, F. M. (1969). “A New Product Growth for Model Consumer Durables”. Management Science, 15, 215-227.
     10. Blythe, J. (1999). Innovativeness and newness in high-tech consumer durables. Journal of Product & Brand Management, 8(5), 415-429.
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     12. Celsi, R. L., & Olson, J. C. (1988). The role of involvement in attention and comprehension processes. Journal of Consumer Research, 210-224.
     13. Clifford, G. M., Rana, R. K., Franceschi, S., Smith, J. S., Gough, G., & Pimenta, J. M. (2005). Human papillomavirus genotype distribution in low-grade cervical lesions: comparison by geographic region and with cervical cancer. Cancer Epidemiology Biomarkers & Prevention, 14(5), 1157-1164.
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     16. Ghemawat, P. (2010). Strategy and the Business Landscape: 3rd edition. Upper Saddle River, New Jersey: Pearson Education.
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     20. Kassarjian, H. H. (1981). Low involvement: a second look. Advances in Consumer Research, 8(1), 31-34.
     21. Kotler, P. (1991). Marketing Managemen: 7th edition. Englewood Cliffs, New Jersey: Prentice-Hall.
     22. Lambert, E. C. (2001). College students` knowledge of human papillomavirus and effectiveness of a brief educational intervention. The Journal of the American Board of Family Practice, 14(3), 178-183.
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     24. Laukkanen, T., Sinkkonen, S., Kivijärvi, M., & Laukkanen, P. (2007). Innovation resistance among mature consumers. Journal of Consumer Marketing, 24(7), 419-427.
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     三、 網頁部分
     1. 行政院衛生署國民健康局：99年癌症登記年度報告。http://www.bhp.doh.gov.tw/BHPNet/Web/Stat/StatisticsShow.aspx?No=201305060001
     2. 經濟部中小企業處，99年度培育育成專業人才計畫產業分析參考用書。
     http://www.isu.edu.tw/upload/27/7/files/dept_7_lv_3_21448.pdf
     3. IMS Health (2011). Total Unaudited and Audited Global Pharmaceutical Market 2003-2010. http://www.imshealth.com/deployedfiles/ims/Global/Content/Corporate/Press%20Room/Top-line%20Market%20Data/2010%20Top-line%20Market%20Data/Total_Market_2003-2010.pdf
     4. World Health Organization (2007). Initiative for vaccine research. Viral cancers. http://www.who.int/vaccine_research/diseases/viral_cancers/en/print.html
     
      
描述 碩士
國立政治大學
國際經營與貿易研究所
100351020
101
資料來源 http://thesis.lib.nccu.edu.tw/record/#G1003510201
資料類型 thesis
dc.contributor.advisor 陳建維zh_TW
dc.contributor.author (Authors) 李怡萱zh_TW
dc.creator (作者) 李怡萱zh_TW
dc.date (日期) 2012en_US
dc.date.accessioned 11-Jul-2013 16:15:12 (UTC+8)-
dc.date.available 11-Jul-2013 16:15:12 (UTC+8)-
dc.date.issued (上傳時間) 11-Jul-2013 16:15:12 (UTC+8)-
dc.identifier (Other Identifiers) G1003510201en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/58767-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營與貿易研究所zh_TW
dc.description (描述) 100351020zh_TW
dc.description (描述) 101zh_TW
dc.description.abstract (摘要) 隨著時代進步，人們的健康意識提升，醫藥產業不斷成長，人們對藥品的消費也日益提高。許多國際大藥廠皆在近年來投入愈來愈多資源在疫苗部門的研發與製造，顯示疫苗產品在其策略版圖中佔的地位日趨重要。
     本研究主要藉由文獻與理論的整理，以及實證資料的分析，探討台灣地區女性消費者不願意施打子宮頸癌疫苗的因素。主要研究內容包含: 第一，探討子宮頸癌疫苗的各種創新抵制來源(使用障礙、價值障礙、身體風險障礙、經濟風險障礙、功能風險障礙、社會風險障礙、傳統障礙、印象障礙)對女性消費者接種子宮頸癌疫苗意願的影響。第二，本研究也探討女性消費者個人的產品知識和產品涉入對其接種子宮頸癌疫苗的各種創新抵制來源以及接種意願的影響。第三，探討女性消費者擔憂罹病的程度對其接種子宮頸癌疫苗意願的影響。
     實證資料的分析結果顯示，在各種創新抵制來源之中，社會風險障礙、身體風險障礙與功能風險障礙能顯著影響接種意願。而除了創新抵制因素外，消費者的產品知識、產品涉入與擔憂罹病程度皆能顯著影響接種意願。其中，產品知識對接種意願的影響完全由創新抵制來源所中介，產品涉入對接種意願的影響有部分由創新抵制來源中介，而擔憂罹病程度則為直接影響接種意願。本研究最後根據分析結果，提出整體行銷建議供相關業者參考。		zh_TW
dc.description.tableofcontents 第一章 緒論 1
     第一節 研究背景與動機 1
     第二節 研究目的 4
     第三節 研究流程 5
     第二章 文獻探討 6
     第一節 醫藥與疫苗 6
     第二節 消費者接種行為與影響因素 14
     第三節 消費者態度 18
     第四節 產品知識與涉入 21
     第五節 創新產品之採納與擴散 25
     第六節 創新抵制 30
     第三章 研究方法 36
     第一節 研究架構 36
     第二節 研究假設 37
     第三節 問卷設計 42
     第四節 變數與衡量 43
     第五節 資料蒐集 51
     第六節 資料分析方法 52
     第四章 資料分析結果與討論 53
     第一節 受訪者基本資料與背景 53
     第二節 研究變數因素之萃取 57
     第三節 信度分析 62
     第四節 研究架構與假設修正 63
     第五節 迴歸分析 65
     第六節 小結 74
     第五章 結論與建議 75
     第一節 研究結論與發現 75
     第二節 行銷實務與建議 79
     第三節 研究限制 82
     第四節 未來研究方向建議 83
     參考文獻 84
     問 卷 92
     
     表目錄
     表2-1 涉入(Zaichkowsky，1986) 23
     表2-2 Rogers認為影響創新接受速度之因素(Rogers，2003) 27
     表2-3 創新擴散定義 28
     表2-4 Rogers將消費者依接受創新之速度分類 (Rogers，1962) 28
     表2-5 Rogers和Bass分類比較(Rogers，1962; Bass，1969) 29
     表2-6 創新抵制之不同觀點 30
     表2-7 抵制類型分類(Ram and Sheth，1989) 32
     表2-8 抵制創新的消費者類型 (Foxall and Szmigin，1998) 32
     表2-9 創新抵制影響因素 35
     表3-1 問卷設計 42
     表3-2 衡量主觀知識之問項 43
     表3-3 衡量客觀知識之問項 44
     表3-4 衡量擔憂罹病之問項 45
     表3-5 衡量涉入程度之問項 46
     表3-6 接種意願與影響因素之問項 46
     表3-7 衡量創新抵制來源之問項 47
     表3-8 個人基本資料之問項 49
     表4-1 年齡次數分配表 53
     表4-2 居住地區次數分配表 54
     表4-3 婚姻狀況次數分配表 54
     表4-4 教育程度次數分配表 54
     表4-5 家庭收入次數分配表 55
     表4-6 性生活狀況次數分配表 55
     表4-7 家族癌症病史次數分配表 56
     表4-8 KMO與Barlett檢定 57
     表4-9 擔憂罹病因素之萃取 58
     表4-10 創新抵制來源因素之萃取 60
     表4-11 信度分析 62
     表4-12 平均數與標準差 65
     表4-13 相關係數 65
     表4-14 主觀產品知識與產品涉入對創新阻抗來源之迴歸分析 66
     表4-15 產品涉入、擔憂罹病、創新抵制來源對接種意願之迴歸分析 69
     表4-16 主觀產品知識、產品涉入、擔憂罹病對接種意願之迴歸分析 72
     表4-17 產品知識、涉入、擔憂罹病、創新抵制來源對接種意願之迴歸分析 73
     表4-18 各項假設之檢定結果 74
     
     圖目錄
     圖1-1 研究流程 5
     圖2-1 Rosenberg及Hovland (1960)態度結構圖 18
     圖2-2 態度、行為意圖與行為間之關係 19
     圖2-3 Rogers的創新採用過程(Rogers，1962) 26
     圖2-4 Antil的創新採用過程(Antil，1988) 27
     圖2-5 創新抵制的四種類型 (Sheth，1981) 31
     圖2-6 創新抵制模型(Ram，1987) 33
     圖3-1 本研究之研究架構圖 36
     圖4-1 修正後之研究架構 63		zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G1003510201en_US
dc.subject (關鍵詞) 創新抵制zh_TW
dc.subject (關鍵詞) 子宮頸癌疫苗zh_TW
dc.title (題名) 消費者創新抵制因素之研究- 以子宮頸癌疫苗為例zh_TW
dc.title (題名) The Determinants of Innovation Resistance： The Adoption of Cervical Cancer Prevention Vaccineen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 一、 中文部分:
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     13. 陳育棠 (2004)，網站環境之認知、情感對消費者態度及行為意圖之影響─以農產品網站為例，國立中興大學行銷學系碩士論文。
     14. 陳珮甄 (2005)，健保藥品給付價格對門診口服降血糖藥品處方型態的影響，國立成功大學臨床藥學研究所碩士論文。
     15. 賀家光 (2003)，醫師處方藥品之關鍵決定因素─以高血壓藥為例，國立台北大學企業管理學系碩士論文。
     16. 黃銘章、孫詩蘋 (2008)，產品知識、涉入程度對處方藥藥商廣告之影響，行銷評論，第5卷，第1期，頁81 -103。
     17. 葉俊佑 (2004)，健保藥品給付價格對門診口服降血糖藥品處方型態的影響，靜宜大學企業管理研究所碩士論文。
     18. 董映岑 (2010)，處方藥之行銷公關策略探討，國立台灣科技大學管理研究所碩士論文。
     19. 榮泰生 (2006)，SPSS與研究方法，五南出版社，初版。
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     三、 網頁部分
     1. 行政院衛生署國民健康局：99年癌症登記年度報告。http://www.bhp.doh.gov.tw/BHPNet/Web/Stat/StatisticsShow.aspx?No=201305060001
     2. 經濟部中小企業處，99年度培育育成專業人才計畫產業分析參考用書。
     http://www.isu.edu.tw/upload/27/7/files/dept_7_lv_3_21448.pdf
     3. IMS Health (2011). Total Unaudited and Audited Global Pharmaceutical Market 2003-2010. http://www.imshealth.com/deployedfiles/ims/Global/Content/Corporate/Press%20Room/Top-line%20Market%20Data/2010%20Top-line%20Market%20Data/Total_Market_2003-2010.pdf
     4. World Health Organization (2007). Initiative for vaccine research. Viral cancers. http://www.who.int/vaccine_research/diseases/viral_cancers/en/print.html
     
      		zh_TW