運動飲品市場消費者購買行為因素分析

An analysis of Factor Analysis for Consumer Purchase Behavior of New Sports Drink Products

許吉田 ； 陳弘順 ； 黃宏榮 ； 黃意文

《休閒運動保健學報》 4期 (2013/01) Pp. 78-89

https://doi.org/10.6204/JRSHP.2013.04.06

摘要

隨著現代人們對健康的注重，運動風氣也逐漸興盛起來。因此，大多數的飲料（食品）業者紛紛推出以運動後補充水分為訴求的飲品。然而，在競爭激烈的環境中，產品生命週期縮短，企業必須不斷創新方能維持企業競爭力，本文因此從消費者購買行為出發，探討企業推出新的運動飲品時，在其策略運用下，如何激發消費者的購買行為，並且研究消費者選購運動飲品時考量的重要因素。本文採取文獻分析法與問卷調查方法，來探討飲料新產品進入市場後，消費者選購行為。問卷採隨機抽樣方式，研究對象為中部地區民眾（以有從事運動活動者為主），研究內容分別歸納為「消費文化環境」、「消費社會環境」、「消費者個人特徵」與「消費者心理層次」等四大構面，共20個項目進行調查，研究發現，影響消費者購買新推出的運動飲品的主要因素，包括：「家庭習慣養成與慣用之飲品廠牌影響因素」、「社會外在產品行銷觀感因素」、「個人需求與親友推薦因素」以及「重視品牌、品質與外觀心態因素」。

關鍵字

消費者購買行為 ； 運動飲品市場 ； 因素分析

並列摘要

Nowadays, people care about their health so much, so they exercise more often to get enough energy. Of course, the merchants produce lots of drinks for the people who need much water after playing sports. It is totally a competitive market. There are too many different kinds of sports drinking so that the businessmen have to turn out newer and newer products. The study makes a research how and why the consumers make their decision to buy the sports drinks and how the producers cause the consumers’ desires to buy the beverages that they made.The researcher made the study by reading academic theories and making a questionnaire to know how the consumers make up their mind to buy a bottle of drink. The objects of the study were chosen at random and all the objects of the study live in the middle Taiwan.From the study, the researcher got the conclusion that there are four effects which will influence the consumers’ selections, and they are ”the family drinking habits”, ”the appearances or looks of the cans or bottles”, ”the brand of the drinks”, ”personal demands or the recommendations form friends or relatives”

並列關鍵字

Consumer marking ； Sports drinks marketing ； Factor analysis