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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/69558


    Title: 台灣消費者對企業行銷實務，消費者保護運動及政府法規認知之探討
    Other Titles: Taiwanese Consumers Attitudes Towards Marketing Practices, Government Regulations and Consumerism.
    Authors: 謝耀龍;邱旻顯;黃頓協
    Contributors: 保險研究所
    Keywords: 台灣消費者;政府法規;行銷實務
    Taiwanese consumers;Government regulation;Marketing practices
    Date: 1993
    Issue Date: 2014-09-02 09:01:54 (UTC+8)
    Abstract: 本文採問卷調查方式研究台灣消費者對企業行銷實務、政府法規及消費者保護運動之態度。研究結果顯示受測者對企業的經營理念及廣告均持負面態度。他們也認為目前的消費品價格過高,而這過高的價格主要是批發商與零售商攫取超高利潤所致。雖然大多數受測者同意廠商在產品品質上已有所改善,他們仍認為政府應在測試商品之優劣、設定產品品質最低合格標準及規範廠商的廣告、銷售及行銷活動上負起更大的責任。在消費者保護運動方面,大多數受測者認為廠商在處理消費者抱怨時態度不夠嚴謹、結果也難令人滿意。他們同時也肯定民間消費者保護團體在這方面的努力成效。本文並根據這些結果對政府、企業、與消費者(團體)提出建議。
    This paper utilized survey research to investigate Taiwanese consumers attitudes towards marketing practices, government regulations and consumerism. The result revealed that respondents had negative attitudes towards business philosophy and advertising. They also perceived that prices of consumer products were too high and it was due to wholesalers` and retailers` exploitation. Although most respondents agreed that firms have improved their product quality, they recommend that the government test products, set up acceptable product quality, and regulate firms` advertising, sales, and other marketing activities. In regards to consumerism, most respondents are not satisfied with firms` attitudes in dealing consumer complaints. The respondents have positive comments on performance of private consumer organizations. Based on these results, this paper provides suggestions for government, business, and consumer organizations.
    Relation: 行政院國家科學委員會
    計畫編號NSC82-0301-H004-058-T
    Data Type: report
    Appears in Collections:[廣告學系] 國科會研究計畫

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