近年來由於食安風暴的影響與國人健康意識的抬頭,現今消費者注重飲食養生已是一個趨勢,所以在消費者心中水果必然會有一定需求的消費量,水果的重要性已不能同日而語,四大便利商店也紛紛投入零售水果的市場,因此本研究將針對消費者對於便利商店的水果購買行為進行研究,主要將藉由四大超商的電子發票資料並結合網路資訊與政府公開資料來驗證消費者對於便利商店的水果購買行為,透過電子發票真實資料驗證,取代過往購買意願研究的不足,使研究更具真實性;對便利商店業者而言,了解影響消費者對水果的購買因素與銷售狀況,以利其未來成本控管與行銷搭配。而本研究將使用R 統計軟體進行迴歸分析、關聯分析與敘述統計,透過視覺化分析呈現消費者的水果購買行為,並迅速地找出可能的現象跟可能發生的關聯。
In fact that food safety issues impact and the rise of health awareness in recent years. Nowadays consumer focus on their food and it’s been a trend. Therefore consumers will demand the amount of fruit consumption and has become more important. The convenience stores all focus on the market of fruit retail. Therefore the research will focus on fruit buying behavior of consumer in convenience stores and will use electronic invoice combine information on internet, the open data from government to verification the fruit buying behavior of consumer in convenience stores. Through the real data of electronic invoice to prove it and replace the lack of buying intention that will making the research more reality. In terms of the convenience stores trader that can realize the impact on fruit buying factor and sale situation. In order to control the cost and the marketing trick in future. The research will use R statistics software regression analysis, correlation analysis and descriptive statistics. Through visualize to analysis the fruit buying behavior and can find out the possible phenomenon and related more quickly.