保健食品購買因素對購買決策之影響

The Influence of Purchase Factors of Health Food on Purchase Decision

謝博璿(Po-Hsuan Hsieh)

指導教授 ： 黃貞瑜

嶺東科技大學/商管學院/國際企業系碩士班/碩士(2020年)

摘要

現代人重視身體保健的需求情況下，保健食品獲得眾多消費者的偏愛與需求，目前擁有極高的市場占有率，其「保健養身」的產品健康概念，為保健食品產業建立了優良的健康品牌形象，也因此擁有眾多的忠實顧客群。保健食品的購買因素對顧客購買決策影響的真實感受，便值得做更進一步的分析與研究。
本研究針對已有購買並服用保健食品經驗之消費者為研究對象，利用統計應用軟體SPSS 21.0分析工具來驗證假設，以敘述性統計分析，差異性分析及迴歸分析之方法分析各研究假說。研究結果顯示健康因素對顧客購買決策有顯著正影響；價格因素對購買決策具顯著正影響；品質因素對購買決策具顯著正影響；而服務因素對購買決策也具有顯著正影響。

關鍵字

保健食品 ； 購買因素 ； 購買決策

並列摘要

People emphasis on body health today, health food gets more preference and demand for consumers. It possesses higher market share. The health concept of body health establishes the well-known brand image in health industry, also has more loyalty customers. By the outstanding confidence, the real reception of influence of purchase factors on purchase decision for health food is allowed to do further discuss.
The purchase experience and using customers of health food were used to be a sample, using SPSS 21.0 statistical system suits were often assigned. The methods of description statistical analysis, analysis of variances and regression analysis were used to test the results and to understand the influence of purchase factors on purchase decision. The results confirmed that the health factor had significant positive affect on purchase decision; the price factor had significant positive affect on purchase decision; the quality factor had significant positive affect on purchase decision; also the service factor had significant positive affect on purchase decision.

並列關鍵字

Health Food ； Purchase Factor ； Purchase Decision

參考文獻

一、中文部分

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4. 林俊良(2018)。銀髮族對於保健食品的消費影響因素。中國生產力中心AI技術產業推動組經理期刊。