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
一、中文文獻
1. 成敏華 (2005)，由品牌體驗觀點探討如何建立品牌關係之研究—以連鎖咖 啡店為例，國立交通大學經營管理博士論文
2. 李河水 (2008)，96 年度食品工業發展策略與措施，食品工業發展研究所 3. 林真淳、許嘉峰、黃建豪、洪存菁、張文齡、黃翠英(2008)，健康食品的認
知、購買意願對忠誠度影響之研究，台灣農學會報，第九卷，第五期，472-482 4. 許朝凱 (2007)，國內外保健食品管理制度概況，食品工業發展研究所 5. 邱巧貞(2009)，開架藥妝火售，熱賣商品搜羅! 自由時報，2009/05/29 04:09 6. 吳統雄(1990)，電話調查：理論與方法，第二版，聯經出版社
7. 吳萬益(2005)，企業研究方法，第二版，華泰圖書出版公司
8. 陳淑芳 (2008)，保健食品與輔助及替代醫療結合之商機，食品工業發展研 究所
9. 陳淑芳、簡相堂 (2008)，保健食品介入慢性疾病預防之作法—提供營養強 化食品，食品工業發展研究所
10. 周文賢 (2004)，多變量統計分析：SAS/STAT 使用方法，智勝出版股份有限公司 11. 彭偉族 (2005)，品牌知名度、品牌形象影響品牌忠誠度之探討—以國產米
酒業為例，國立東華大學企業管理研究所未出版之碩士論文
12. 蔡東俊、李曉青 (2005)，折扣比例、品牌形象和產品種類對消費者知覺品
13. 楊朝堂 (2007)，消費者購買成藥之顧客忠誠度探討，國立東華大學管理學 碩士論文
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
15. 羅正仁 (2008)，綜論台灣保健食品產業發展現況與方向，食品工業發展研 究所
16. 衛生署食品資訊網︰法規資料—健康食品類
二、英文文獻
1. Aaker, D.A., 1990. Brand extensions：The good, the bad, and the ugly, Sloan Management Review, Vol. 10, No.2, 47-56.
2. Aaker, D.A., 1996. Building Strong Brand, NY: The Free Press.
3. Agarwal, S. and Teas, R.K., 2004. Cross-national Applicability of a Perceived Risk-value Model, The Journal of Product and Brand Management, Vol. 13, No.4, 242-256.
4. Bauer, R.A., 1960. Consumer behavior as risk taking. In Hancock, R.S. (Ed.), Dynamic Marketing for a Changing World, American Marketing Association, Chicago, IL, 389-398.
5. Bettman, J.R., 1973. Perceived risk and its components: a model and empirical test, Journal of Marketing Research, Vol.10, May, 184-190.
6. Biel, A.L., 1992.How brand image drives brand equity, Journal of Advertising Research, Vol.32, No.6, 6-12.
7. Bhuian, S. N., 1997. Marketing Cues and Perceived Quality; Perceptions of Saudi Consumers Toward Products of The U.S., Japan, Germany, Italy, U.K. and France, Journal of Quality Management, Vol.2, 74-94.
8. Bhuian, S.N. and Zeithaml, V.A., 1997. Consumer behavior as risk taking, in Dynamic Marketing for a Changing World, ed. Robert S. Hancock, Chicago:
American Marketing Association, 389-398.
9. Breffni, N. and Griffin, P., 1997. Enhancing Yield Management with Customer
Profitability Analysis, International Journal of Contemporary Hospitality Management, No.9, 75-79.
10. Cox, D.F., 1967. Risk handling in consumer behavior-An intensive study of two cases, In Cox, D.F., Risk-Taking and Information-Handle in Consumer Behavior, Harvard University Press, Boston, MA.
11. Cronin, J.J., Brady, M.K. and Hult, G.T.M., 2000. Assessing the effects of quality, value and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, Vol.76, No.2, 193-218.
12. Chia, H.H., 2008. The Effect of Brand Image on Public Relations Perceptions and Customer Loyalty, Journal of Management, Vol.25, No.2, 237-246.
13. Dunn, M. G., Nurphy, P. E., and Skelly, G. H., 1986. The influence of perceived risk on brand preference for supermarket products, Journal of Retailing, Vol. 62, No.2, 204-216.
14. Dobni, D., and Zinkhan, G.M., 1990 .In search of brand image: A foundation analysis, Advances in Consumer Research, Vol.17, 110-119.
15. Diskson, P.R., and Sawyer A.G., 1990. The Price Knowledge and Search of Supermarket shoppers. Journal of Marketing, Vol.54, 42-53.
16. Dodds, W.B., Monroe, K.B. and Grewal, D., 1991.Effects on Price, Brand, and Store Information on Buyers’ Product Evaluations. Journal of Marketing Research, Vol.28, 307-319.
17. Duncan, T. and Moriarty S.E., 1998. A Communication-Based Marketing Model for Managing Relationships, Journal of Marketing, Vol.62, No.4, 1-13.
18. Fournier, C., Eugene W., and Anderson S. K. (2004), Customer Satisfaction and Shareholder Value. Journal of Marketing, pp158-166.
19. Garvin, D.A., 1983. Quality on the Line, Harvard Business Review, Vol.61, September-October, 65-75.
20. Garvin, D.A., 1987. Competing on the Eight Dimensions of Quality, Harvard Business Review, Vol.65, November-December, 101-109.
21. Griffin, A. and Page, A.L., 1996. PDMA success measurement project:
Recommended measures for product development success and failure, Journal of Product Innovation Management, Vol.13, Iss.6, 478-496.
22. Griffin, J., 1997. Customer Loyalty, How to Earn It, How to Keep It? Lexington Book, NY.
23. Grewal, D., Monroe, K.B. and Krishnan R., 1998. The effects of price-comparison advertising on buyers’ perceptions of acquisition value, transaction value, and behavioral intentions. Journal of Marketing, Vol62, 46-59.
24. Grewal, D., R. Krishnan, J. Baker, and N. Borin 1998. The Effect of Store Name, Brand Name and Price Discounts on Consumers’ Evaluations and Purchase Intentions. Journal of Rretailing, 74, No.3, pp.331-352.
25. Gronholdt, L. and Martensen A., and Kristensen K., 2000. The relationship between customer satisfaction and loyalty: Cross-industry differences, Total Quality Management, Vol.11, No.4-6, 509-514.
26. Hoover, R. J., Green, R. T., and Saegert, J. 1978. A cross-national study of perceived risk, Journal of Marketing, Vol.42, No.3, 102-108.
27. Holbrook and Corfman P., 1985. Quality and Value in the Consumption Experience: Phaedrus Rides Again, in Perceived Quality, MA Lexington Books, 31-57.
28. Hellier, P.K., Geursen, G.M., Carr, R.A., and Rickard, J.A., 2003. Customers repurchase intention: A general structural equation model, Journal of Marketing, Vol.37, Iss.11/12, 176.
29. Jacoby, J. and Kaplan, L.B., 1972. Consumer Behavior and Marketing Strategy, Association for Consumer Research, 382-393.
30. Jacoby, J. and Kyner, D.B., 1973. Brand loyalty vs. preheats purchasing behavior, Journal of Marketing Research, Vol.10, No.1, 1-9.
31. Jacoby, J. and Beatty, S.E., 1994. Switching Barriers and Repurchase Intentions in Services, Journal of Retailing, Vol.76, No.2, 259-274.
32. Jones, T.O., and Sasser, W.E.J., 1995. Why satisfied customers Defect, Harvard Business Review, Vol.73, 88-99.
33. Jones, H. and Farquhar, J.D., 2003. Contact management and customer loyalty, Journal of Financial Services Marketing, Vol.8, No.1, 71-78.
34. Johnson, M.D., Andreas H., and Frank H., 2006.The Evolution Loyalty Intentions, Journal of Marketing, Vol.70, 122-132.
35. Keller, K.L., 1993. Conceptualizing, measuring, and managing customer-based brand equity, Journal of Marketing, Vol.57, 1-22.
36. Klee, A. 1997, The impact of customer satisfaction and relationship quality and customer retention, Psychology & Marketing. Vol.14, No.8, 737-764.
37. Keller, K.L., 2001. Building customer-based brand equity, Marketing Management, Chicago: Jul /Aug. Vol.10, Iss.2, 14-19.
38. Kotler, P.P. and Philip, B.L., 2000. The Millennium Edition, New Jersey:
Prentice-Hall International, Marketing Management, 394-396.
39. Kui-Son C., Woo-Hyun C., Sunhee L., Hanjoon L., Chankon K.2004. The relationships among quality, value, satisfaction and behavioral intention in health care provider choice: A South Korean study. Journal of Business Research.Vol.57, 913-921.
40. Kim, W.G., 2009, Influence of institutional DINESERV on customer satisfaction, return intention, and word-of mouth, Journal of Hospitality Management, Vol.28, 10-17.
41. Lim, K.S. and Razzque, M.A., 2003. Brand loyalty and situational effects: An interaction perspective, Journal of International Consumer Marketing, Vol.9, No.4, 95-115.
42. Myers, James H. and Allan D. Shocker, 1981. The Nature of Product-Related Attributes, Research in Marketing, Vol.5, No.2, 211-236.
43. Monroe, K.B. and Krishnan, R., 1985. The Effect of Price on Subjective Product Evaluation, Journal of Product and Brand Management, Vol.2, No.2, 209-232.
44. Murray, K. B., and Schlacter, J. L., 1990, The impact of services versus goods on consumers: Assessment of perceived risk and variability, Journal of the Academy of Marketing Science, Vol.18, No.1, 51-65.
45. Oliver, R. L., 1997. A Behavioral Perspective on the Consumer. New York:
McGraw-Hill Companies Inc
46. Oh, H., 1999. Service quality, customer satisfaction, and customer value: A holistic perspective. International Journal of Hospitality Management, Vol18, 67-82.
47. Olsen, S.O., 2002. Comparative evaluation and the relationship between quality, satisfaction, and repurchase loyalty, Journal of Marketing, Vol.30, Iss.3, 184-195.
48. Park, C.W., Jaworski, B.J. and Maclnnis, D.J., 1986. Strategic brand concept-image management, Journal of Marketing, Vol.50, 135-145.
49. Parasuraman, A., Zeithaml, V.A. and Berry, L. L., 1988. SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality, Journal of Retailing, 64(1), 12-40.
50. Parasuraman, A., Zeithaml, V.A. and Berry, L. L., 1991.Refinement and reassessment of the SERVOQUAL scale, Journal of Retailing, Vol.67, No4, 420-450.
51. Pavlou, P.A., and Gefen, D 2004. Building effective online marketplaces with institution-based trust, Information Systems Research, Vol.15, No.1, 37-59.
52. Roselius, T., 1971. Consumer ranking of risk reduction methods, Journal of Marketing, Vol.35, No.1, 56-61
53. Reichheld, F.J. and Sasser, J., 1994. Zero defections: Quality comes to services Harvard Business Review, Vol.73, No.1, 59-75.
54. Richheld, F.F., 1994. Loyalty and the renaissance of marketing, Marketing
Management, Vol.2, 10-20.
55. Rundmo, T., 2002. Perceived risk, health and consumer behavior, Journal of Risk Research, Vol.3, 187-200.
56. Romaniuk, J., and Sharp, B. 2003. Measuring Brand Perceptions: Testing Quantity and Quality. Journal of Targeting, Measurement and Analysis for Marketing, Vol.11, 218-229.
57. Shimp, T.A. and Bearden, W.O., 1982. Warranty and Other Extrinsic Cue Effects on Consumers’ Risk Perception, Journal of Consumer Research, Vol. 9, No. 6, 38-46.
58. Swan, J. E., and Nolan, J. J., 1985. Gaining customer trust: A conceptual guide for the salesperson, Journal of personal selling & Sales Management, Vol.5, No.2, 39-48.
59. Selnes F., 1993. An Examination of the Effect of Product Performance on Brand Reputation Satisfaction and Loyalty. European Journal of Marketing, 19-35.
60. Sheth, J.N., Newman, B.I. and Gross, B.L., 1991. Consumption Values and Market Choices: Theory and Applications, South-Western, Cincinnati, OH.
61. Smith, J.B., 1998. The relation between job level and job satisfaction, Group and Organization Management, Vol.23, No.3, 470-495.
62. Steenkamp, J.B., 1990. Conceptual model of the quality perceprion process, Journal of Business Research, Vol.21, 309-333.
63. Stone, R.N., and Gronhaug, K., 1993. Perceived Risk: Further Consideration for
64. Shoemaker, S., and Lewis R. C., 1999, Customer Loyalty：The Future of Hospitality Marketing, International Journal of Hospitality Management, pp.345-370.
65. Simon, J. and Tim, J.C., Perceived Value and Its Impact on Choice Behavior in a Retailing Setting, Journal of Retailing and Consumer Services, 2000, No.7, 77-88.
66. Sweeny, J.C. and Soutar, G.N., 2001. Consumer perceived value: The development of a multiple item scale, Journal of Retailing, Vol.77, No.2, 203-220.
67. Smith, S., and Wheeler, J., 2002, Managing the Customer Experience. FT Prentice-Hall, London.
68. Sideshmukh, D., Singh, J. and Sabol, B., 2002. Consumer trust, value and loyalty in relational exchanges, Journal of Marketing, Vol.66, No.1, 15-37.
69. Snoj, B., Korda, A. P., and Mumel, D., 2004. The relationships among perceived quality, perceived risk and perceived product value, The Journal of Product and Brand Management. Santa Barbara: Vol.13, Iss.2/3; pg.156.
70. Shahriar A. and Mohammad U. and Hani U., 2008. Service quality perception and satisfaction: a study sbu-urban public hospitals in Bangladesh, Journal of Service Research,125-146.
71. Tan, S.J., 1999. Strategies for reducing consumers’ risk aversion in internet shopping, Journal of Consumer Marketing, Vol. 16, No.2, 163-180.
72. Wong, A. and Sohal, A., 2003, Service quality and customer loyalty’s Marketing,
Journal of Consumer Marketing, Vol.17, 495-153.
73. Young, Shirley and Barbara F., 1975. Using the Benefit Chain for Improved Strategy Formulation, Journal of Marketing, 39(July), 72-74.
74. Zeithaml, V.A., 1988. Consumer perception of Price, Quality and Value: A Means-End Model and Synthesis of Evidence, Journal of Marking, Vol.52, 2-22.
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