|摘要: ||臺灣中藥產業市場規模持續成長，傳統醫學發展引領全球潮流，消費者使用中藥材蔚為風潮，消費者生活型態具有之特徵顯示出不同群體表現於動態之生活模式(Lazer,1963)與個人消費現代性心理因素(楊國樞,2007)亦不相同，消費者預期與實際使用產品或服務後，直接評估的整體感覺反應出顧客滿意度(Fornell,1992)，當感覺滿意且高於期望時，會產生再購意願，重複購買或推薦他人(Kotler,1999)，而信任則為交易關係長期之干擾變數(Garbarino & Johnson,1999)。|
The scale of the Chinese herbal medicine market industry in Taiwan continues to grow, leading the global development of traditional herbal medicine. The use of Chinese herbal medicine is a growing trend among consumers, the characteristics of the consumer''s lifestyle has demonstrated an active mode of life in different groups of population (Lazer, 1963), and the difference of individual consumption modernity psychological factors (Young, Kuo-Sue, 2007). Consumer expectations and the actual use of the product or service, directly assess the overall feeling reflects customer satisfaction. (Fornell, 1992). When the feeling of satisfaction is higher than expected, it will generate repeat purchase intention, repeat purchase or recommendation to others (Kotler,1999), and the trust of product as a long-term moderator in the trading relationships (Garbarino & Johnson, 1999).
Using Chinese herbal medicine consumers in this study, the main objective of this research is to investigate the impact of customer satisfaction and repurchase intentions by the lifestyle and individual consuming modernity of Chinese herbal medicine consumers, and further investigate the degree of interference by the trust of products.
This research employed convenience sampling to collect data. A total of 338 questionnaires were returned. Only 317 valid questionnaires were analyzed in this research. The response ratio of valid questionnaires was 93.78%. Using descriptive statistical analysis, T-verification, variance analysis, reliability analysis, factor analysis, return analysis and clusters analysis in order to verify the related hypothesis. The findings were as follows:
1. Some significant impact happened by lifestyle on customer satisfaction in Chinese herbal medicine consumers.
2. Some significant impact happened by lifestyle on repurchaseimpact by lifestyle on repurchases intentions in Chinese herbal medicine consumers.
3. No significant impact by individual consuming modernity on customer satisfaction in Chinese herbal medicine consumers.
4. No significant impacts by individual consuming modernity on repurchase intentions in Chinese herbal medicine consumers.
5. No significant impact by trust of products on customer satisfaction in lifestyle of Chinese herbal medicine consumers.
6. No significant impact on repurchase intentions in lifestyle of Chinese herbal medicine consumers by trust of products
7. No significant impact on customer satisfaction in individual consuming modernity of Chinese herbal medicine consumers by trust of products
8. No significant impact on repurchase intentions in individual consuming modernity of Chinese herbal medicine consumers by trust of products
9. Some significant differences happened in lifestyle, individual consuming modernity, customer satisfaction, repurchase intentions and trust of products by different demographic variables.
In addition, we find that more active lifestyle of Chinese herbal medicine consumers have positive influence in customer satisfaction and repurchase intentions. Furthermore, their lifestyle is more family oriented and they are more rational then the overall population. Individual consuming modernity does not affect customer satisfaction, and repurchase intentions. Personal and social modernization does not hinder, but rather prompted consumers to understand traditional Chinese medicine with modern thinking to market growth momentum.
In sum, the understanding of consumer lifestyle patterns to capture the market of Chinese herbal medicines pulsating, with individual consumption modernity does not preclude acceptance of traditional Chinese herbal medicines, enhancing trust to improve customer satisfaction and repurchase intention value, in order for the Chinese herbal medicines industry to develop all-round to create a win-win situation between consumers and providers.