- 學位論文
非都會區藥局消費者購買決策之研究
A Study on Non-metropolitan area drug store consumer consumption decision
摘要
非都會區藥局消費者購買決策之研究 研究生：陳佩君 指導教授：黃萬傳博士、陳朝鍵博士 亞洲大學經營管理研究所碩士班 摘 要 臺灣地區藥局家數接近飽和，目前正處於低價競爭之戰國時代。發現都會區與非都會區藥局分布落差大，加上學者研究藥局產業只著重探討都會區，較少研究非都會地區。本文藉由不同非都會區藥局型態（分藥妝店及非藥妝店），與消費者購買決策影響之差異性，探討非都會區藥局消費者特性，並經由文獻查考，萃取消費者在購買前三階段決策過程中之主要決策變數及其特性，分析影響消費者購買決策前三階段因素之計量實證，最後依研究結果，盼能提供非都會區藥局之較適合行銷經營策略。 本研究將問卷設計分為：需求確認、資訊搜尋、購前方案評估與社會經濟變相等四大構面進行問卷調查。共發放800份問卷，回收有效樣本499份，受訪樣本採用敘述性統計：次數分配表及百分比法、信度分析、獨立性卡方（χ2）值檢定、質性反應模式之二元Logistic模型（羅吉斯迴歸模型）分析。 經調查結果發現：（一）消費者至非藥妝店，以習慣地點、自己治療、地點便利、過去經驗、優良品質製造標準（GMP）、逛街、女性等虛擬變數具顯著水準 。（二）消費者至藥妝店，以媒體廣告、廣告指定藥局、連鎖藥妝、朋友介紹、便利停車、會員折價、贈品促銷、刻意行銷、只要品質好、選擇療效與品質佳者、假日、西部、南部及北部等虛擬變數具顯著水準。 關鍵詞:非都會區、藥局、消費者、購買決策
並列摘要
A Study on Non-metropolitan area drug store consumer consumption decision-making Student: Chen Pei-Chun Advisor:Prof. & Dr. Huang Wan-Tran & Dr. Chen Chao-Jian Graduate Institute of Business Administration Asia University Abstract With drug stores in Taiwan now being nearly saturated, they are currently in the so-called “War-Era” where “low-price offer” is the only way to stay competitive. Drug store distribution greatly varies in metropolitan areas and non-metropolitan areas, added that scholars often only focus on the drug store industry in metropolitan areas instead of non-metropolitan ones. This study is a discussion of non-metropolitan drug store consumer characteristics in different non-metropolitan drug store settings. (Categorized into beauty drug store and non-beauty drug store) Literature reviews show that the main decision-making variables and characteristics during the first 3-stage decision-making process before consumer consumption are extracted. Case studies of the first 3-stage factors that affect consumer consumption decision-making are then measured. Finally, based on study results, more suitable marketing and sales strategies are expected to be provided to drug stores in non-metropolitan areas. The questionnaire design in this study is divided into 4 main aspects in the questionnaire survey namely: demand confirmation, information search, pre-purchase project evaluation and social economic change. A total of 800 copies are given out with 499 valid samples returned. Descriptive Statistics adopted include: Frequency Distribution Table, Percentage, Reliability Analysis, Chi-square Test for Independence（χ2）and 2-dimensional Logistic Model of Qualitative Response Mode（Logistic Regression Model）Analysis are adopted for interviewee samples. Survey results show the following findings: (1) Consumers visiting non-beauty drug stores: simulated variables such as habitual place, self-healing, convenient location, past experience ,good manufacturing practices (GMP), shopping, and female gender etc. have reached significant standards.（2）Consumers visiting beauty drug stores: simulated variables such as media advertising, advertised drug store, franchise drug store, introduced by friends, convenient parking, member discounts, promotional giveaways, targeted marketing and sales, selection of high quality product with remarkable curative effects, holidays, western region, southern region, and northern region etc. have reached significant standards Keywords: Non-metropolitan area, drug store, consumer, consumption decision-making