消費者購買健康食品之決策因素–AHP方法之應用

INFLUENTIAL FACTORS OF CONSUMER PURCHASING DECISIONS OF HEALTH FOOD–AHP APPLICATION

吳建欣(Jiann-Shin Wu)

指導教授 ： 葉焜煌

大同大學/經營設計學院/事業經營學系所/碩士(2011年)

摘要

隨著國民生活水準的提升，對於健康的生活，也更為講究；因此，健康食品也逐漸普及；然而，消費者採購健康食品的動機，究竟跟一般食品不同，因此採購的決策因素，也可能不同。因此，瞭解消費者購買健康食品之決策因素，也就顯得重要。本研究的研究目的有三：（1）探討消費者在購買健康食品時所考量的評估準則因素；（2）依據上述決策因素，以建構消費者購買健康食品評估準則之層級結構；（3）運用分析層級程序法(Analytic Hierarchy Process, AHP)，找出評估準則的權重值及重要性之排序，提供給生技食品公司或業務人員，作為參考的依據。
本研究係以生技產業的健康食品為對象，探討消費者購買健康食品之決策因素，依據文獻探討彙總出的決策因素包括產品屬性、知覺品質、知覺風險、促銷活動及銷售通路五個評估準則，以及這五個評估準則的次級衡量指標，以建立層級架構。本研究以消費者為研究調查對象，並以不計名方式進行資料蒐集。所蒐集的實證資料，利用分析層級程序法分析決策因素的相對權重。

研究結果發現消費者購買健康食品決策因素，就整體而言，知覺風險的權重值最高，其次的排序是產品屬性、知覺品質、促銷活動，而銷售通路的權值最低。至於次因素指標中，權重最重為知覺風險之延誤醫療時效，權重最輕為銷售通路之直銷商。因此，廠商在推銷健康食品時，應該首重如何消除消費者對健康食品存在的風險；尤其是健康食品是否會讓使用者可能的延誤醫療時效。

關鍵字

消費者購買健康食品之決策因素–AHP方法之應用

並列摘要

As the living standard keeps improving, people care more about the healthy life. Health food is gradually popular. However, the motivation to consumers' purchase of healthy food is different from the ordinary food, therefore purchase decision factors may also be different. Therefore, to find out the decision factors of consumer purchase of health food becomes important.There are three purposes of this study as: (1) To discuss the evaluation criteria factors when consumers purchase health food; (2) To establish the hierarchy of assessment criteria of consumers purchasing health food according to the decision factors; (3) To use AHP to find out the weights and series of importance of evaluation criteria, and provide it to the biotech company or business person for reference.
The main subject of this study is the healthy food in biotechnology industry, and to discuss the decision factors of consumers purchase. Decision factors from this study includes five assessment criteria: product attributes, perceived quality, perceived risk, promotion and sales channel. We use these five assessment criteria and their Sub-measure indicators to establish a hierarchy. The subject of this study is the consumer, and to collect the data anonymously. Then we use AHP to analyze the relative weights of decision factors.
The results of this study show the priority of decision factors for consumers' purchasing health food. The highest weight value is the perceived risk, followed by product attributes, perceived quality, promotions, sales channels respectively. In addition, According the results, the highest weight of Sub- factors indicators is the delayed medical prescription of perceived risk, the lowest weight is the distributors of the sales channel. Thus, how to eliminate the risk for consumer to buy health food is the highest priority when firms promote the health foods, especially when health food may make user delays medical prescription.

並列關鍵字

Perceived risk ； Perceived quality ； Product attributes ； AHP ； Health food ； Promotion ； Sales channel

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