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    請使用永久網址來引用或連結此文件: http://libir.tmu.edu.tw/handle/987654321/64570


    題名: 以來源國效應觀點探討疫苗施打接受度－以新冠肺炎疫苗作為例
    Exploring the Acceptance of Vaccine Administration from the Perspective of Country of Origin Effect - Taking COVID-19 Vaccine as a Case
    作者: 謝和儒
    Hsieh, Ho-Ju
    貢獻者: 管理學院生物科技高階管理碩士在職專班
    張巧真
    關鍵詞: 來源國效應;品牌形象;產品信任;COVID19;疫苗
    Country-of-origin effect;Brand image;Product trust;COVID19;Vaccine
    日期: 2023-12-26
    上傳時間: 2024-11-06 10:42:23 (UTC+8)
    摘要: 本研究旨在探討消費者對於進口與國內自製疫苗之疫苗施打接受度，以新冠肺炎疫苗為案例。研究假說包括來源國效應、品牌形象、產品信任對於疫苗接受度的影響。資料收集使用問卷調查方法，並採用複回歸分析進行數據分析。研究結果顯示，來源國效應、品牌形象和產品信任對於疫苗接受度具有顯著正向影響。研究發現，當消費者對進口疫苗的來源國效應愈正面，對品牌形象和產品信任的感受程度愈高時，他們更傾向於接受疫苗施打。此外，本研究亦考察了COVID-19疫情期間，消費者對進口和國內自製疫苗選擇意願的相關因素，並運用敘述統計、信效度分析、相關分析及結構方程式進行了深入探討。最終，本研究提供了有價值的見解，有助於政府機構和疫苗生產商改進疫苗宣傳和溝通策略，以提高疫苗接受率。
    This study aims to explore the vaccine acceptance among consumers regarding imported and domestically produced vaccines, using COVID-19 vaccines as a case study. The research hypotheses include the effects of country-of-origin (COO) effect, brand image, and product trust on vaccine acceptance. Data were collected through a questionnaire survey and analyzed using multiple regression analysis. The results of the study indicate that COO effect, brand image, and product trust have a significant positive impact on vaccine acceptance. It was found that when consumers have a more positive COO perception of imported vaccines and a higher perception of brand image and product trust, they are more inclined to accept vaccination. Additionally, the study investigates the factors influencing consumers’ willingness to choose imported and domestically produced vaccines during the COVID-19 pandemic and employs descriptive statistics, reliability and validity analysis, correlation analysis, and structural equation modeling for in-depth exploration. Further, this study provides valuable suggestion that can help government agencies and vaccine manufacturers improve vaccine promotion and communication strategies to enhance vaccine
    描述: 碩士
    指導教授：張巧真
    口試委員：林達榮
    口試委員：蕭育仁
    口試委員：張巧真
    附註: 論文公開日期：2024-01-11
    資料類型: thesis
    顯示於類別:[生物科技高階管理碩士專班] 博碩士論文

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