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Keywords: 購買意向
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Journal Articles
European Journal of Management and Business Economics (2026) 35 (4): 485–500.
Published: 19 December 2024
...了844名年齡為25歲或以上的西班牙人，調查設有性別和年齡的配額。研究人員使用附有保健聲稱的真實產品形象，來設計與情境相配合關於購買意向的問題，這對難於把保健聲稱與促銷聲稱區分的應答者來說是有幫助的。 研究結果 恐懼錯失機會的個人維度和社會維度兩者均會影響想隸屬於保健團體的渴望; 而消費者購買附有保健聲稱食品的意向又與這渴望成正相關。 研究結果顯示，就增強消費者購買附有保健聲稱產品的意向而言，錯失機會的恐懼，以及想隸屬的渴求均有其重要性。 研究結果亦顯示，若要為保健聲稱建立可信的聲譽，購買意向是重要的因素。 研究的原創性 本研究透過合併個人層面 (對保健聲稱可信性的信任)與社會...
