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    Title: 消費者對乳清蛋白行為意圖之研究：信號理論觀點
    Study on Consumer Behavioral Intention of Whey Protein- A Signaling Theory Perspective
    Authors: 馮星瑋
    Forng, Hsing-Wei
    Contributors: 陳建維
    Chen, Chien-Wei
    馮星瑋
    Forng, Hsing-Wei
    Keywords: 信號理論
    行為意圖
    代言人
    產品知識
    乳清蛋白
    Signaling theory
    Behavioral Intention
    Celebrity endorsement
    Product Knowledge
    Whey Protein
    Date: 2021
    Issue Date: 2021-08-04 14:27:45 (UTC+8)
    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。
    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。
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    Description: 碩士
    國立政治大學
    國際經營與貿易學系
    108351039
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0108351039
    Data Type: thesis
    DOI: 10.6814/NCCU202100803
    Appears in Collections:[Department of International Business] Theses

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