臺灣芳香療法之消費者購買意願研究 —以雙北地區為例

CCUR > College of Business > Master program of business administration in practicing > thesis > Item 987654321/52800

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/52800

Title:	臺灣芳香療法之消費者購買意願研究 —以雙北地區為例 A Study on Consumers' Purchase Intention of Aromatherapy in Taiwan-Example of Taipei City and New Taipei City
Authors:	劉向錂
Contributors:	企業實務管理數位碩士在職專班
Keywords:	芳香療法品牌形象體驗行銷購買意願顧客滿意度
Date:	2023
Issue Date:	2023-08-01 11:05:52 (UTC+8)
Abstract:	隨著時代的進步，醫療科技發展愈來愈先進，人們的平均壽命也跟著增長，生活的品質也越來越受重視。根據Schuler (1980)综合相關的研究，歸纳出壓力有可能導致生理、心理和行為方面的疾病。國內外學者也紛紛研究於改善壓力的方式和方法，芳香療法就是其中之一，透過天然的植物萃取而來的精油運用嗅吸、擴香、蒸氣、泡浴、按摩等方式來讓人們將壓力帶來不適的症狀獲得緩解。 2019年康健指數調查發現，在臺灣的受訪者壓力指數竟然位居全球第二，因此如何發展芳香療法在臺灣的市場，將民眾的壓力獲得舒緩，相關議題，值得探討。本研究採取SurveyCake 網路抽樣問卷資料收集，針對住在或工作地點在臺北市或新北市的民眾，對於當地的芳香療法的商品或服務，探討芳香療法之品牌形象、體驗行銷、購買意願、顧客滿意度，進行描述性統計、獨立樣本‎t‎檢定與單因子變異數分析、廻歸分析之實證研究。 With the progress of the times, the development of medical technology has become more and more advanced, the average life expectancy of people has also increased, and the improvement of the quality of life has also attracted much attention. According to Schuler's (1980) comprehensive related research, it is concluded that stress may lead to physical, psychological and behavioral diseases. Scholars at home and abroad are also researching ways and methods to improve stress. Aromatherapy is one of them. Essential oils extracted from natural plants can be used to relieve stress by means of sniffing, aromatherapy, steam, bathing, and massage. Symptoms that cause discomfort are relieved. The 2019 Health Index Survey found that the stress index of the respondents in Taiwan actually ranked second in the world. Therefore, how to develop the aromatherapy market in Taiwan and relieve the pressure of the people is a related issue that is worth discussing. This Study adopts SurveyCake online sampling questionnaire data collection, aiming at people who live or work in Taipei City or New Taipei City, discuss the brand image of aromatherapy, experiential marketing, purchase intention, Customer satisfaction, descriptive statistics, independent sample ‎t‎ test, single factor analysis of variance, and regression analysis.
Appears in Collections:	[Master program of business administration in practicing] thesis

Files in This Item:

File	Description	Size	Format
index.html		0Kb	HTML	103	View/Open

View Licence

Loading...