- 學位論文
一歲以下嬰兒奶粉品牌購買因素之探討
An Exploration of Branding Purchasing Factor for the Infant Formula
摘要
本研究是以質性為研究，探討一歲以下嬰兒奶粉品牌購買因素，程序上以搜集國內外相關文獻為主，再參考一般實務運用的購買者之消費行為項目。透過研究者將消費行為界定構面及其項目，再運用次級資料聯集的方法進行分析與歸納，編製出「消費行為調查問卷」。藉由九名專家的全程參與，以修正式德爾菲法進行二回合的意見徵詢、及重要性分析，取得專家們對指標之共識，界定出一歲以下嬰兒奶粉品牌購買之消費行為模型，包含四大消費行為主構面和十二項子消費行為構面，四大構面共計有18個相對重要程度的成對比較題項，最後利用層級分析法之研究，歸納出消費行為決策關鍵因素。 研究結果經過一致性的檢定分析，發現第一層級最高權重落在「主觀規範」，權重比例值達60.36%，已超過一半的權重比例值，也是消費行為最重要的構面。「知覺行為控制」權重比例值15.10%，「行為態度」權重比例值12.28%，「產品」權重比例值12.26%三項構面大致平分秋色。 第二層級指標項目其中第一順位為「專家推薦」佔整體權重分配的37.10%、第二順位為「銷售人員推薦」佔整體權重分配的14.83%、第四順位則為「至親好友推薦」佔整體權重分配的8.43%。「專家推薦」和「銷售人員推薦」兩者合起來已經達到51.93%超過整體一半的權重比例值。此部分反映出一歲以下嬰兒奶粉選購屬高關心度產品，較易接受專業人員和藥師或周遭親朋好友所影響其購買。 第三順位的「自覺利益性」9.38%，則顯現出購買者對食用嬰兒奶粉帶給寶寶的好處將使其聰明、健康、結實不虛胖、好帶養。其中也反映出父母對孩子未來的期望，此亦為其購買行為重要因素之一。 第五順位「品牌」8.09%，則反映出消費者對高知名度、大廠牌將可提供安全、信賴的保證，也是其決定購買的重要因素。 本研究結論以此做為「一歲以下嬰兒奶粉品牌購買」之消費行為決策關鍵因素指標。
並列摘要
This study is based on qualitative research for exploration of branding purchasing factor for the infant formula less than one year of age. With collecting relevant literature and then refer to general practice use the purchase of consumer behavior project. Defined consumer behavior as dimensions and their projects through researchers, use the union of secondary data to analyze, and then establish the "Consumer behavior questionnaire". With the full participation of the nine experts, using the revised Delphi Method in two rounds of consultation, and the importance of analysis to obtain the consensus of the experts to define consumer behavior of the purchasing of infant formula brands under one year of age, consists of four the main dimensions of the large consumer behavior and twelve sub-dimensions of consumer behavior, four aspects of a total 18 pair-wise comparison of the relative importance of the questions, and finally using the Analytic Network of research, summarized the key factors for consumer behavior After the consistency test analysis found that the first-level indicators weight falls on the "subjective norm" of the weight ratio is 60.36%, more than half of the proportion of the weight ratio, but also the most important facets of consumer behavior. "Perceived behavioral control" of the weight ratio is 15.10%. “Behavior and attitude” is weighted 12.28%. Also, the weight ration of "Product "is 12.26%. These three dimensions are roughly equal. The first cis-position in second-level indicators is “recommended by the experts” accounted for 37.10% of the weight ratio. The second cis-position is "recommended by the sales" accounted for 14.83% of the weight ratio. These two factors have reached 51.93%, more than half of the overall proportion of the weight ratio. The fourth cis-position is "recommend by the close friends" accounted for 8.43% of the weight ratio. This reflects that purchasing factor for the infant formula under one year of age which is a high degree of care products is more acceptable by the affected of professionals, pharmacists, family and friends. Third cis-position "perceived benefits" is 9.38%, showing buyers the benefits of consumption of infant formula to bring the baby will make it smart, healthy, strong, puffiness, and good with dependents. It also reflects the expectations of the parents for the child future, which is also one of the important factors of their purchasing behavior. The fifth cis-position "brand" is 8.09%, it would reflect consumers’ high-profile, major brands will be to provide a safe, reliable guarantee, are also an important factor for decision to purchase. The conclusions of this study "branding purchasing factor for the infant formula less than one year of age" can be the consumer behavior decision-making indicators of the key factors.