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    Title: 消費者創新抵制因素之研究- 以子宮頸癌疫苗為例
    The Determinants of Innovation Resistance: The Adoption of Cervical Cancer Prevention Vaccine
    Authors: 李怡萱
    Contributors: 陳建維
    李怡萱
    Keywords: 創新抵制
    子宮頸癌疫苗
    Date: 2012
    Issue Date: 2013-07-11 16:15:12 (UTC+8)
    Abstract: 隨著時代進步,人們的健康意識提升,醫藥產業不斷成長,人們對藥品的消費也日益提高。許多國際大藥廠皆在近年來投入愈來愈多資源在疫苗部門的研發與製造,顯示疫苗產品在其策略版圖中佔的地位日趨重要。
    本研究主要藉由文獻與理論的整理,以及實證資料的分析,探討台灣地區女性消費者不願意施打子宮頸癌疫苗的因素。主要研究內容包含: 第一,探討子宮頸癌疫苗的各種創新抵制來源(使用障礙、價值障礙、身體風險障礙、經濟風險障礙、功能風險障礙、社會風險障礙、傳統障礙、印象障礙)對女性消費者接種子宮頸癌疫苗意願的影響。第二,本研究也探討女性消費者個人的產品知識和產品涉入對其接種子宮頸癌疫苗的各種創新抵制來源以及接種意願的影響。第三,探討女性消費者擔憂罹病的程度對其接種子宮頸癌疫苗意願的影響。
    實證資料的分析結果顯示,在各種創新抵制來源之中,社會風險障礙、身體風險障礙與功能風險障礙能顯著影響接種意願。而除了創新抵制因素外,消費者的產品知識、產品涉入與擔憂罹病程度皆能顯著影響接種意願。其中,產品知識對接種意願的影響完全由創新抵制來源所中介,產品涉入對接種意願的影響有部分由創新抵制來源中介,而擔憂罹病程度則為直接影響接種意願。本研究最後根據分析結果,提出整體行銷建議供相關業者參考。
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    三、 網頁部分
    1. 行政院衛生署國民健康局:99年癌症登記年度報告。http://www.bhp.doh.gov.tw/BHPNet/Web/Stat/StatisticsShow.aspx?No=201305060001
    2. 經濟部中小企業處,99年度培育育成專業人才計畫產業分析參考用書。
    http://www.isu.edu.tw/upload/27/7/files/dept_7_lv_3_21448.pdf
    3. IMS Health (2011). Total Unaudited and Audited Global Pharmaceutical Market 2003-2010. http://www.imshealth.com/deployedfiles/ims/Global/Content/Corporate/Press%20Room/Top-line%20Market%20Data/2010%20Top-line%20Market%20Data/Total_Market_2003-2010.pdf
    4. World Health Organization (2007). Initiative for vaccine research. Viral cancers. http://www.who.int/vaccine_research/diseases/viral_cancers/en/print.html

    Description: 碩士
    國立政治大學
    國際經營與貿易研究所
    100351020
    101
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G1003510201
    Data Type: thesis
    Appears in Collections:[國際經營與貿易學系 ] 學位論文

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