影響消費者購買營養機能輔助食品決策因素之研究－以植化素產品為例

Factors Affecting Consumer Purchase Decision of Nutritional Supplement Products -Taking Phytochemicals as an example

董俊良(Chun-Liang Tung) ； 林亭妤(Ting-Yu Lin)

《管理學術研討會》 第十六屆 (2018/11) Pp. 1185-1194

https://doi.org/10.29893/NCUTMAN.201811.0115

摘要

台灣癌症基金會宣導國人每天需要攝取多種顏色、多樣化且足夠份數的蔬菜水果，以攝取到多種顏色蔬果中的抗氧化物質「植化素」，醫學證實不同功效的植化素可提供身體各器官所需的養分以保護人體細胞免於受到自由基的傷害，降低罹患癌症的發生機率，還可以預防文明病的發生，有助於國人健康。本研究欲探討消費者的知覺價值及推行植化素產品的企業其形象對消費者購買決策是否有相當程度的影響，因此採用問卷調查法，以一般消費者為施測對象，共收集到369份網路問卷，扣除63份無效問卷，剩306份為有效問卷，回收率為92%，有效問卷為82%以SPSS分析軟體進行問卷資料分析。研究結果顯示，知覺價值對購買決策有顯著及正向之影響，而企業形象對購買決策也有顯著及正向之影響。

關鍵字

植化素 ； 知覺價值 ； 企業形象 ； 購買決策

並列摘要

Formosa Cancer Foundation advocates that people need to consume a variety of diverse and sufficient portion of fruits and vegetables daily to absorb a category of antioxidants classed as 'phytochemicals' which is present in the various colors they exhibit. Medical research has proven than dissimilar phytochemicals provide nutrients that are needed for the synthesis of cells by various organs to protect them from damages caused by free radicals which leads to a lower risk of cancer and prevent the occurrence of civilized diseases, resulting in a higher overall level of health in a population. This study explores examines the effects of the consumer's perceived value and image of a company which promotes phytochemical products and whether it affects their decisions with purchasing of these products, to do this a survey was developed and distributed amongst non-targeted demographic to gauge their response. A total of 369 online surveys were collected, considering 63 invalid responses the recovery rate was 92% and the 82% valid surveys were analyzed using SPSS software. The result of this study demonstrates that the perceived value in conjunction with the corporate image of a company does indeed have a significant and positive impact on the purchasing decision of consumers.

並列關鍵字

Phytochemicals ； Perceived Value ； Corporate Image ； Purchase Decision