商用淨水設備組織採購決策因素之探討－以台灣飲料業者需求為例

A Study on the Factors of Organizational Purchasing Decision in Commercial Water Purification Equipment-Take the Needs of Taiwanese Beverage Industry as an Example

楊台寧(Tai-Ning Yang) ； 陳雅泱(Ya-Yang Chen)

《行銷科學學報》 14卷2期 (2018/10) Pp. 173-205

https://doi.org/10.3966/181666012018101402004

摘要

本研究以工業性產品採購及組織購買行為的理論為基礎，採用焦點團體法及AHP探討台灣飲料業者採購淨水設備時所考慮的關鍵因素。經學者及業界專家共十人之分析，評定五項主準則，相對權重依序為公司特質、服務特質、產品特質、連結關係與未來發展、個人因素，21項次準則相對權重依序為技術及設計能力、專業性程度、良好的聲譽、品質、品質穩定性、快速回應、價格、維修及改裝、安裝前後所需的各項服務、溝通網路、信任感、公司長期發展的配合、過去合作經驗、技術能力的發展、過去購買滿意、資訊來源、代表案例、主動性、財務結構、認證、國際化。本研究分析討論各準則重要性之意涵並提出管理及後續研究之建議。

關鍵字

焦點團體法 ； AHP ； 淨水設備 ； 關鍵因素

並列摘要

Based on the theory of industrial marketing and organizational buying behavior, this study uses the Focus Group Method and AHP to explore the key factors considered by Taiwanese beverage industry when purchasing water purification equipment. According to the analysis of ten scholars and industry experts, the five main criteria are evaluated by relative weights and the order areas follows: company characteristics, service characteristics, product characteristics, connection relationship and future development, personal factors. The twenty-one sub-criteria are also sorted by relative weights and the order are as follows: technical and design capabilities, professionalism, good reputation, quality, quality stability, quick response, price, repair and modification, services required before and after installation, communication network, trust, long-term development of the company, past cooperation experience, development of technical capabilities, past purchase satisfaction, information sources, representative cases, initiative, financial structure, certification, internationalization. Managerial implications and suggestions are presented according to the finding of this study.

並列關鍵字

focus group method ； AHP ； water purification equipment ； key factor

參考文獻

2017 年台灣飲用水設備年鑑（2017），台灣區飲用水設備同業公會。

2018 年十大食品飲料趨勢，食品市場資訊，106(12)，食品工業發展研究所。

2018 年全球淨水器市場預測與機會（2017），日商環球訊息公司出版。

食品飲料業調查報告（2011），財政部北區國稅局網站資料，取自：https://www.ntbk.tw/etwmain/download?sid。

唐瓔璋，吳敏華，林佳慧，宋建宏（2009），組織採購決策因素之研究－以大中華地區電子連接器產業為例，行銷評論，6(4)，501-528。