参考群体与消费态度在消费动机对购买意图影响的干扰效果—以老年.pdf

行銷評論，2007 年冬季 第4 卷，第4 期，頁421-448 參考群體與消費態度在消費動機對購買意圖影 響的干擾效果—以老年消費者購買保健食品 為例 林隆儀 真理大學管理科學研究所助理教授 許慶珍 真理大學管理科學研究所在職碩士專班碩士 摘 要 本研究主要探討參考群體與消費態度在老年消費者購買保健食品的 消費動機對購買意圖影響的干擾效果。針對台灣地區 65 歲以上的男女消費 者，按縣市別分配樣本數，採用便利抽樣法選取受訪者，以人員訪問法調 查 671 位受訪者，回收有效問卷 600 份，有效問卷回收率為 89.42% 。採用 迴歸分析法檢定研究假說，研究結果發現：(1)老年消費者購買保健食品的 消費動機對購買意圖有正向的影響；(2)價值表現型與資訊型參考群體在消 費動機對購買意圖影響中，具有顯著的干擾效果，而規範型則否；(3)認知 與情感消費態度在消費動機對購買意圖影響中，具有顯著的干擾效果。 關鍵字：保健食品、消費動機、參考群體、消費態度、購買意圖 422 行銷評論 The Moderating Effect of Reference Groups and Consumer Attitude in the Influence of Consumer Motivation on Purchase Intention ：An Example of Elderly Consumer Purchase Healthy Foods Long-Yi Lin Aletheia University James C. C. Hsu Aletheia University Abstract This research aims to explore the moderating effect of reference groups and consumer attitude in the influence of consumer motivation of the elderly consumer on purchase intension of healthy foods. Samples were selected from people over 65 years old of both genders across cities in Taiwan. A total of 671 interviews were conducted with convenience sampling method and 600 effective questionnaires were collected, comprising the effective return rate of 89.42%. Regression analysis was used to test the hypotheses. The findings showed that: (1) The consumer motivation of the elderly consumer in buying healthy foods has a p