層級分析法探討消費者採購LED照明產品關鍵因子

本研究為了解LED照明產品在消費者採購過程當中考量要素，並以 AHP方法分析各個要素之間的權重，藉此得知消費者對於LED照明產品在採購時考量之重要因素，第二層設計變項為行銷訊息、顧客滿意度以及銷售據點，經研究結果發現LED照明產品採購關鍵因子為「行銷訊息」構面，而在此行銷訊息被影響之要素，以品牌聲譽為重；「顧客滿意」構面，被影響之要素為「省電」所佔之權重為最大；而在「銷售據點」而言，「網路購買」所佔權重為最大。本研究可提供給LED照明產品相關廠商對於消費者採購之關鍵因子能有初步了解，進行決定企業之策略。

關鍵字

層級分析法；採購管理； LED照明

並列摘要

The purpose of this study hope to understand what important consideration elements of LED lighting products in the consumer purchasing process which AHP method to analyze the weights between the various elements of importance to know the consumer LED lighting products in consideration when purchasing important factor. The second layer design variables of marketing messages, customer satisfaction, as well as sales offices LED lighting products procurement key factor for the dimensions of the marketing messages the study found that, while the influence of the elements of the marketing message, brand reputation as the most important. ”Customer Satisfaction” dimension affected elements of ”power-saving” share of the weight was the largest; ”Where to buy” that internet purchase the weight of was the largest. In this study, we can be provided to the LED lighting products manufacturers to have a preliminary understanding of the key factor for consumer purchases, to suggest law given direction.