本研究在研究進行過程中雖力求嚴謹周延,然而上有以下幾點待改進之 處,以作為後續研究建議之探討方向。茲敘述如下:
一、本研究為整體健康食品為研究範圍,未來後續研究者可將研究範圍縮小至 單項功能性產品,如護肝功能或調節血脂功能之產品,以比較期間是否有 差異存在,進而提出較具廣泛性之結論。
二、本研究係以品牌形象、知覺品質、知覺價值、知覺風險四項因素做為消費 者購買健康食品之顧客忠誠度探討,實際上,還有許多影響顧客忠誠度的 因素,如口碑及來源國形象、行銷策略、顧客滿意度、通路等,建議後續 研究者可以對其他因素做更詳細的探討。
三、由於本研究受限於時間、人力等因素,僅以高雄地區為研究對象,未來後 續研究者若能將研究範圍擴充至北中南各地區加以研究,以更具整體代表 性。
四、本研究僅以消費者為研究對象,僅以消費者購買健康食品之顧客忠誠度探 討,未來後續研究者若能以健康食品業者為研究對象,探討業者對提升顧 客忠誠度的行銷策略或實際做法,以更具整體代表性。
五、本研究問卷採簡單隨機抽樣,建議後續研究者針對問卷發放可採用等距取 樣法又稱間隔取樣法,使問卷受訪者更具代表性。
參考文獻
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14. 盧訓、許瑞瑱 (2005),保健食品的現況與展望,財團法人中華穀類食品工 業技術研究所
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問 卷 調 查
<請續接背面填答>
<請續接背面填答>
第六部份 個人資料 1. 性別:□男 □女
2. 年齡:□24 歲以下 □25~29 歲 □30~34 歲 □35~39 歲 □40~44 歲 □45~49 歲 □50~54 歲 □55~59 歲 □60~64 歲 □65 歲以上 3. 職業:□軍公教 □服務業 □製造業 □自由業 □家管 □學生 □其他
4. 學歷:□國中(含)以下 □高中、職 □大學及技術學院 □研究所(含)以上 5. 婚姻狀況:□未婚 □已婚無小孩 □已婚有小孩
6. 個人平均月收入:□20,000 元以下 □20,001 至 40,000 元 □40,001 至 60,000 元 □ 60,001 至 80,000 元 □80,001 至 100,000 元 □100,000 元以上