AHP運用於消費者採購馬桶關鍵因素之探討—以南部特力屋消費者為例

An AHP Application toward the key Success Factors of Consumer’s Toilet Purchase－A Case Study of B&Q Consumers in Southern Taiwan

連慧敏(Hui-Min Lien)

指導教授 ： 李麗說

崑山科技大學/商業管理學院/企業管理研究所/碩士(2009年)

https://doi.org/10.6828/KSU.2009.00028

摘要

馬桶的選購過去都不太受重視，但隨此產品不斷研發創新，結合高科技，而在修繕中心興起後，消費者漸有別於過去傳統通路選購習慣，在選擇性多樣化且消費資訊公開化的情況下，購買時究竟會以價格、品質、品牌、產品款式，還是有其他因素為重要的選購決策因素，過去的研究仍不多見。本研究應用專家訪談與AHP（層級分析）探討居家修繕中心消費者對選購馬桶之需求，包括四大購面、11個衡量因素及45個衡量項目，建立AHP層級架構，並探討各指標之重要程度及優先次序，研究結果顯示，消費者認為功能最重要，其次是服務，再其次是外型，最後才是促銷情況。此外，比較消費者與專家對於馬桶選購重要程度，並分析專家與消費者意見之差異，結果發現，兩者之看法大致相同，唯各項權重比例稍有不同。因此，由於過去對於選購馬桶決策之文獻探討不多，本研究之結果可以讓馬桶業者能了解消費者的採購需求與衡量指標，進而協助其制定採購產品與行銷的策略及進入修繕市場時之參考。

關鍵字

馬桶 ； 行銷策略 ； 層級分析 ； 德爾菲法 ； 消費者購買決策

並列摘要

Toilet facilities purchase has not been an essential issue in the past, but with the constant innovations upon this house equipment, and the integration of high technologies as well as the widespread of repair centers, more and more consumers have give up their purchase from the traditional channels. Under such circumstance, whether consumers still counted price, quality, brand ,and product type as criteria for the purchase of toilet facilities, or more other important decision factors should be token into consideration, previous studies were limited. This paper employed expert interview and AHP analysis method to identify the needs of consumers, toilet facilities purchasing from the house equipment repair center. This included four major aspects, 11 evaluating factors and 45 measurement items to construct the structure of AHP analysis. Factors and items were categorized according to their importance and priority. The study results show that function is the most important factor for consumers' purchasing decision, followed by services and appearance, promotion skill seemed to be considered as the least important one. This research also compared the opinions and priorities from consumers and experts, the results showed that these two groups share a large similarity upon their priority choice, with only very minor differences. As noted before, information of this nature is not available in the traditional research，so the results of this paper could be of great value for manufacturer to understand needs and priorities of their consumers. They could also be used to identify commercial promotion strategy once the decided to manufacturer enter the market of repair center for toilet facilities.

並列關鍵字

Toilet ； Marketing strategy ； AHP ； Delphi method

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