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題名 | 機能性飲料產品屬性與使用情境對消費者購買行為之影響=Effects of Product Attributes and Situational Use on Consumer Purchasing Behavior of Functional Beverages |
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作者 | 王慶富; 林權政; | 書刊名 | 東海學報 |
卷期 | 39:6(農學院) 民87.07 |
頁次 | 頁113-128 |
分類號 | 481.7、481.7 |
關鍵詞 | 機能性飲料; 產品屬性; 情境; 消費者行為; Functional beverages; Product attribute; Situation; Consumer behavior; |
語文 | 中文(Chinese) |
中文摘要 | 本文以台中地區大學及學院學生為調查對象,分析機能性飲料產品屬性與使用情 境對消費者購買行為的影響。根據消費者最常飲用,且具代表性的四個品牌(奧利多、老虎 牙子、維它露P及活點子)選為研究對象。其結果可作為業者擬定機能性飲料行銷策略之參 考。問卷調查分析所獲得主要結論為: 一、四品牌消費群在人口統計變數上並無顯著差異,即顯示台中地區大學生選購機能性 飲料的品牌上,不會受性別、年齡、就讀院別、每月生活費等因素之影響。 二、台中地區大學生選購機能性飲料時,較重視「口味佳」、「能提神解渴」及「購買方 便」等三項產品屬性,而較不重視「流行新潮感」、「包裝設計精美」及「品牌知名度」等之 產品屬性。 三、在各情境因素下,各品牌消費群對四種品牌的態度有顯著差異,顯示台中地區大學 生在「參加室內活動,如唱KTV或打保齡球時」、「參加戶外活動,如爬山、釣魚時」、「運 動(時)後,如打籃球、跑步、游泳時」和「學習、工作告一段落,休息時」等四種情境下皆 給予其最常飲用的機能性飲料很高的評價。 四、品牌、情境與個人對消費者購買之影響有顯著差異。個人因素對大學生購買行為的 影響力最大,品牌因素次之,情境因素最後。 |
英文摘要 | This study was conducted on students from universities and colleges in the Taichung area of Taiwan, which were polled to analyze the effect of product attributes and situational use on consumer-purchasing behavior of functional beverages. Four national brands : the Mini-Oligo, the ENERGY-FULL, the VITALON-P and the Live-Idea, were selected for this study. The research results was expected to supply to the beverage industry for marketing planning. The major findings are as the follows: 1.Brands selection is not signigicantly influenced by buyers' demographic variables such as sex, age, college difference, and monthly expenditure. 2.To choose among different brands of functional beverages, consumers are more concerned on the three product attributes: "good taste", "stimulating and thirst-quenching", and "purchasing convenience". On the contrary, they do not care much about "catching up the fad", "elegant package design", and "brand name". 3.Brand selection is significantly influenced by buyers' situation use. Buyers of all the four brands give very high appraisal for the following four situations. (1) "join indoors activities such as KTV, and bowling", (2) "join outdoors activities such as mountain climbing, and fishing", (2) "during or after sport activities such as playing basket ball, jogging, and swimming", and (4) "after a period of time of studying or working". 4.Brand, situation and personal factors have significant influence on consumer's purchasing behavior. Personal factors have the most significant influence, the brand second, and the situation third. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。