消費者特性與經驗、產品類型與人際因素對網路購買保健食品意願影響之探討-以台灣北部上班族為例

The Effects of Consumer Characteristics, Consumer Experiences, Product Category and Interpersonal Influence on Intention to Purchase Healthy Food Through Internet－Employees in the Northern Taiwan as an Example.

王嘉玲(Jia-Ling Wang)

指導教授 ： 廖淑伶

元智大學/管理學院/管理研究所/碩士(2009年)

摘要

由於生活型態改變、高齡化社會及醫療費用不斷攀升，帶動起國人的健康意識，造成保健食品內需擴大、產值持續成長，但由於保健食品購買通路多元化，其中網路購物潛藏著不可小覷的商機，本研究目的為探討影響消費者對網路購買保健食品的相關因素，選定產品類型、網路購物經驗、人際影響、產品知識、品牌重視度、生活型態、人口統計變數作為探討之影響因子，以提供經營保健食品業者的網路行銷策略規劃之參考。本研究採用便利抽樣方式，針對北部地區上班族進行問卷發放與回收，有效樣本250份，資料回收後接著進行描述性統計、變異數分析、卡方檢定、因素分析、集群分析、迴歸分析。研究結果如下：一、消費者將保健食品分類為選購品，且將各種保健食品分類為不同產品類型之消費者，在網路購買意願此類型的保健食品有顯著差異。二、網路購物經驗中網路購買保健食品經驗與否的消費者對網路購買保健食品有顯著差異，且網路購物經驗之滿意度與網路購買保健食品意願呈正向關係。三、人際影響中價值影響與網路購買保健食品意願呈正向關係。四、消費者的主觀知識與網路購買保健食品意願呈正向關係。五、消費者品牌重視度與網路購買保健食品意願呈負向關係。五、保健食品網路通路的主要目標顧客群為「勇於嚐新族」，該群組人口特性為未婚女性，年齡界於25至29歲，教育程度為大學及技術學院，個人月所得為20,001至40,000元，且每月可支配所得為10,000元以上，有食用過及購買過保健食品經驗，並定期一年以下的健康檢查。六、人口統計變數中消費者在年齡、每月可支配金額、食用保健食品經驗、購買保健食品經驗等人口統計變數對網路購買保健食品意願有顯著差異。

關鍵字

保健食品 ； 產品類型 ； 人際影響 ； 網路購買經驗 ； 購買意願

並列摘要

A procedure is as a result of lifestyle changes, aging society and rising medical costs, brought about the awareness of people's health, resulting in health food products to expand domestic demand, output continued to grow; As known that the access to buy health food products is pluralism, and potential of channel of online shopping can not be ignored, the purpose of this study was to explore the relevant impact factors of consumers’ online shopping of health food products. The selected - type of product, online shopping experience, interpersonal influence, product knowledge, attention to the brand and lifestyle were demographic variables as a means of exploring the impact factor. Eventually, hope result or suggestion being helpful as reference for health food industry website marketing strategy/planning. In this study, by convenience sampling method, questionnaire were issued to Northern Taiwan workers and 250 valid samples recovery. The collected data was analyzed with descriptive statistics, ANOVA, chi-square test, factor analysis, cluster analysis, regression analysis . The results are as follows: First, Those consumers classified health food products as selective, also classified health food products into various different types of product, there were significant differences between them in their online purchase intention of health foods products. Second, There is significant differences between consumers’ online health foods product purchase intention in their online health foods product shopping experience; the online shopping satisfaction experience positive relative to online purchase intention of health foods products. Third, the impact of the value of interpersonal influence and online health foods product purchase intention was positive. Fourth, the consumer's subjective knowledge was positive to online health foods product purchase intention. Fifth, attention to the brand is negative to online health foods product purchase intention. Sixth, The stream online heath foods product shopping customers are “brave taster “ with demographic characteristics of unmarried female, aged 25-29 year-old, universities and/or technical colleges graduated, of personal monthly income 20,001 to 40,000, and monthly disposable income 10,000 or more, regular medical check-ups once a year at least. Seventh, Age, the amount of monthly disposable, consumption experience of health food, the experience of online shopping health food products – these consumers demographic variables were significantly to online health foods product purchase intention.

並列關鍵字

Healthy Food ； Product Category ； Interpersonal Influence ； Consumer Experiences ； PurchaseIntention

參考文獻

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