消費者透過網路購買保健食品之關鍵因素

The Factors of Influence For Consumers’ Decision Making on Purchasing Health Food Through Online Shopping

陳柏佐(Chen Po-Tso)

指導教授 ： 莊世杰

國立中正大學/管理學院/企業管理學系/碩士(2013年)

摘要

透過以往的研究可以了解到哪些重要因素，會影響消費者透過網路購買保健食品的決策，但是無法知道何者為至要關鍵因素，甚至是各因素間重要性的排序，因此本研究想運用分析層級程序法，找出消費者關鍵的決策因素以及其重要性的排序，作為相關業者在網路與消費者互動的參考，建立消費者網路購買保健食品的信心。
本研究係以廣義的保健食品為對象，探討消費者透過網路購買保健食品之決策因素，依據文獻探討與專家建議彙整出三大構面，包括消費者行為、產品與服務、網路購物，以及21個關鍵因素，建立出本研究的層級架構。之後透過問卷方式以消費者為研究調查對象，採不計名方式進行資料蒐集。
研究結果發現，在消費者透過網路購買保健食品關鍵因素評估構面之中，以「產品與服務」的權重值最高，顯示消費者即使透過網路購買保健食品，一樣重視產品相關特性，以及業者所呈現的服務品質與形象；其次是「消費者行為」，說明消費者是否有意識到本身的健康狀況，是影響消費者購買意願的最主要因素；最後是「網路購物」的權重值最低，透露出網路購買保健食品雖有無限商機，但是消費習慣尚未成形，導致消費者網路購買保健食品的意願不高。而次要關鍵因素的優先順序，重要性影響較大的前五項，分別是成份來源、使用效果、健康信念、信任、顧客滿意度等因素。因此，要在網路上成功行銷保健食品，消費者重視的實體通路消費決策因素不容忽視之外，如何提高消費者網路購買意願是必須加強的環節。

關鍵字

分析層級程序法 ； 保健食品 ； 網路購物

並列摘要

Through previous research, we know what are the important factors that will influence consumers’ decision making on purchasing health food through online shopping, but do not know what is to be a key factor, and even between the order of importance of each factor. Thus, analytic hierarchical process is used in this research to find out the order of importance among the factors influencing decision making. This research serves as a reference for related business dealers to interact with consumers on the internet, establishing consumers’ confidence in purchasing health food online.
This research takes general health food as the object of study, investigating the factors influencing consumers’ decision making on purchasing health food through online shopping. Based on literature reviews and professionals’ advices, this research in the creation of its hierarchy structure, is organized into three divisions, including consumers’ behavior, product and service, network shopping, and 21 key factors. Later, using anonymous questionnaires targeting consumers, information is collected.
The result of this research reveals that, among the factors influencing consumers’ decision making on purchasing health food through online shopping in the three divisions, product and service being the highest weights, showing that even purchasing health food through internet, consumers still care much about the related product characteristics, the service quality and image the business displays. Secondly, consumers’ behavior, explains that whether consumers are aware of their own health status is the main factor influencing their purchase intention. Last, online shopping being the lowest weights, showing that it is still not a common habit for consumers to purchase health food on the internet. As to the priority of the secondary key factors, the top five that are more influential are source of the ingredients, effects after use, health beliefs, trust, customers’ satisfaction degree, etc. As a result, in order to successfully market health food on the internet, not to be overlooked are the factors influencing consumers’ decision making on the physical channel that they value greatly, and must be reinforced is the chain on how to increase consumers’ online purchase intention.

並列關鍵字

Analytic Hierarchy Process ； Health Food ； Online Shopping

參考文獻

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