台中市藥局會員滿意度與知覺風險對購買意願影響之研究

A Study on the Influence of Member Satisfaction and Perceived Risk of Taichung Pharmacy on Purchase Intention

本研究旨在探討台中市藥局會員滿意度與知覺風險對購買意願之影響，研究目的為一、探討台中市藥局會員不同人口統計變項在滿意度的差異；二、探討台中市藥局會員不同人口統計變項在知覺風險的差異；三、探討台中市藥局會員不同人口統計變項在購買意願的差異；四、探討台中市藥局會員知覺風險對滿意度的影響；五、探討台中市藥局會員滿意度對購買意願的影響；六、探討台中市藥局會員知覺風險對購買意願的影響。研究將採問卷調查法，以台中市大佶藥局會員為研究對象，採隨機抽樣方式進行問卷發放，並將使用SPSS22.0與AMSO統計軟體進行資料分析，期研究結果能提供政府相關單位及業者在藥局經營管理上之參考。

The purpose of this study is to explore the influence of pharmacy members' satisfaction and perceived risk on purchase intentions. The research subjects were members of a pharmacy in Taichung. A total of 480 questionnaires were distributed and 480 questionnaires were returned. The recovery rate was 100%. 79 invalid questionnaires were eliminated and 401 questionnaires were valid. The recovery rate was 83.5%. SPSS and AMOS were used for statistical analysis. From the results of the research, it is learned that: 1. There are significant differences in satisfaction with different background variables of pharmacy members; 2. Different background variables of pharmacy members have significant differences on perceived risk; 3. Different background variables of pharmacy members have significant differences in purchase intention; 4. Pharmacy member's satisfaction has a significant influence on purchase intention; 5. Pharmacy member's perception risk and satisfaction have a significant connection; 6. Pharmacy member perception risk and purchase intention have significant connection. Finally, the study provides suggestions for practical applications based on the research results.