博碩士論文 984201002 詳細資訊




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姓名 林珈芝(Chia-Chi Lin)  查詢紙本館藏   畢業系所 企業管理學系
論文名稱 社會資本、知識分享行為與購買行為關係之研究以健康食品為例
(The Effect of Social Capital、Knowledge sharing behavior and purchase behavior of Health Food)
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摘要(中) 近年來個人健康意識抬頭,民眾對於健康知識和健康支出需求日漸增加,因此宣導健康知識的社群團體因應而生。許多健康社群透過定期舉辦健康促進活動提供健康諮詢,個人可藉由社群內知識交流的機會,獲取有益健康的相關訊息並從中取得所需的社會支持和資源。本研究旨在探討鑲嵌於健康社群內的社會資本(結構資本、關係資本、認知資本)對於參與成員健康知識分享行為的影響,並進一步分析其對健康食品實際購買行為之關係,以作為健康社群營造之參考。
  本研究蒐集288份樣本,以statistica軟體分析樣本,結果表示本研究的測量模型具有良好的信度、效度。結構模型結果則發現(1)健康社群的「結構資本」對其成員的「知識提供行為」與「知識集取行為」皆呈現不顯著;(2)健康社群的「關係資本」與「認知資本」,皆對其成員的「知識提供行為」與「知識集取行為」呈現正向顯著關係;(3)健康社群成員的「知識集取行為」對健康食品「購買意圖」呈現正向顯著關係,而「知識提供行為」對健康食品「購買意圖」則呈現不顯著;(4)健康社群成員的健康食品「購買意圖」與「購買行為」呈現正向顯著關係。
摘要(英) In recent years, health consciousnesses of individuals have raised up, and the public demand for health knowledge and expenditure also have gradually increased. Hence, there are many health communities which advocate health knowledge for public. Many health communities offer advices of health issues by holding health promotion activities. According to the chance of sharing knowledge in health community, individuals gain healthful information, social support and related resources. In this study, we explore how the social capital(structural capital, relational capital, cognitive capital) which embedded in healthy community affect members’ knowledge sharing behavior, and in turn enhance health food purchasing behavior.
  This study had collected 288 samples, analyzing with the statistica software. The empirical results of this study reveled that there is good reliability and validity in measurement model, and also showed in the results of structual model:(1)the structural capital has no significant relationship with members’ knowledge donating and collecting behavior;(2)both the relational and cognitive capital positively affect members’ knowledge donating and collecting behavior;(3)members’ knowledge collecting behavior positively affect their purchase intention for health food, but their knowledge donating behavior has no significant effect on purchase intention for health food;(4)members’ purchase intention for health food positively affect their actual purchase behavior.
關鍵字(中) ★ 健康社群
★ 社會資本
★ 知識分享行為
★ 購買意圖與行為
★ 健康食品
關鍵字(英) ★ Social capital
★ Health community
★ Knowledge sharing behavior
★ Purchase intention and behavior
★ Health food
論文目次 中文摘要 ii
Abstracts iv
目錄 vi
圖目錄…………...…………………………………………………………………….......... viii
表目錄……………………………………………………………………………………..…. ix
一、 緒論 1
1-1 研究背景 1
1-2 研究動機 2
1-3 研究目的 3
1-4 研究流程 5
二、 文獻回顧 6
2-1 健康食品 6
2-2 社會資本 11
2-3 知識分享行為 19
2-4 購買意圖與購買行為 27
三、 研究方法 30
3-1 研究架構 30
3-2 研究假設推導 31
3-3 變數定義與操作化 34
3-4 研究方法 38
四、 資料分析與結果 39
4-1 樣本描述統計 39
4-2 測量模型結果分析 46
4-3 結構模型分析 51
4-4 本研究檢定假設結果 54
五、 結論與建議 55
5-1 研究結果討論 55
5-2 管理意涵 58
5-3 研究限制與未來研究建議 60
參考文獻 62
一、 中文部分 62
二、 英文部分 64
附錄一、正式問卷 71
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指導教授 洪秀婉(Shiu-Wan Hung) 審核日期 2011-6-29
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