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研究生:林權政
研究生(外文):Lin, Chuan-Cheng
論文名稱: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
論文名稱(外文):A Study on Product Attributes and Situational Use Affecting The Consumer Purchasing Behavior of Physiological Functional Beverages
指導教授:王慶富王慶富引用關係
指導教授(外文):Ching F. Wang
學位類別:碩士
校院名稱:東海大學
系所名稱:食品科學系
學門:農業科學學門
學類:食品科學類
論文種類:學術論文
論文出版年:1997
畢業學年度:85
語文別:中文
論文頁數:105
中文關鍵詞:機能性飲料產品屬性情境消費者行為
外文關鍵詞:Physiological Functional BeveragesProduct AttributeSituationConsumer Behavior
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本研究以台中地區大學及學院學生為對象,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,其結果可作為業者擬定行銷策略之參考
。本研究以問卷調查方式進行,總計發放問卷350份,回收323份(回收
率92.29%),有效問卷314份(佔發放總數89.71%),採用卡方檢定、因素
分析、單因子變異數分析及多變量變異數分析等方法進行分析,獲得下列
主要結論:一、 奧利多、老虎牙子、維他露P、活點子等四品牌消費群
對產品屬性的看法具有顯著差異性。活點子消費群較老虎牙子群消費者重
視「口味佳」屬性;維他露P消費群較活點子消費群重視「價格低廉」屬
性;老虎牙子消費群較活點子消費群重視是否「能提神解渴」及「能消除
疲勞」。二、 四品牌消費群就特定屬性對各品牌態度差異性的看法有顯
著差異。(一) 就「口味佳」、「品牌知名度」、「包裝設計精美」、「
購買方便」、「能提神解渴」、「能幫助消化」等六項屬性,奧利多消費
群認為奧利多的表現優於其他品牌。(二) 就「能提神解渴」及「能消除
疲勞」二屬性,老虎牙子消費群認為老虎牙子優於其他品牌。(三) 就「
口味佳」,「品牌知名度」及「購買方便」等屬性,維他露P消費群認為
維他露P及奧利多優於老虎牙子及活點子。(四) 就「口味佳」、「能養
顏美容」及「流行新潮感」等三項屬性,活點子消費群給活點子最高的評
價。三、 經因素分析之結果,顯示受測者生活型態有六個構面:(一)
廣告印象(二)認同機能性飲料的實質功能(三)重視保健(四)積極主
動(五)輕鬆休閒(六)品牌忠誠。同時發現四品牌消費群在「廣告印象
」一生活型態上具有顯著差異性,活點子消費群較維他露P消費群容易接
收廣告訊息。 四、 四品牌消費群在人口統計變數上並無顯著差異,即顯
示受測者在選購機能性飲料的態度上,不因性別、就讀院別、年齡、每月
生活費等因素的影響而改變。 五、 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,四品牌消費群在「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。 六、 品牌、情境與個
人對消費者購買之影響有顯著差異。研究結果發現個人因素對消費者購買
行為的影響力最大,品牌因素次之,情境因素再其次。
This study was conducted on students from universities and
colleges in the Taichung area of Taiwan, which were polled to
analyze product attributes and situational use affecting the
consumer purchasing behavior of physiological functional
beverages The research results was expected to supply to the
beverage industry for Planning marketing strategy. The
statistical methods of Chi-square test, Factor Analysis, One way
ANOVA and MONOVA were used to analyzing. The data obtained from
a market survey based on designed questionnaire for 350 collage
students in 1997, 323(92.29%) copies of which are returned, and
314 copies are found to be effective (89.71%). The major
findings are as follows:1. There is statistically significant
difference in consumer''s view of products attributes among the
four different consumer groups: the Mini-Oligo, the ENERGY-FULL,
the VITALON-P and the Live Idea respectively. The Live-Idea
group is more emphasized on the "flavor" attribute than the
ENERGY-FULL group; the VITALON-P group is more emphasized on the
attribute of "fair price" than the Live Idea group; while the
ENERGY-FULL group is more emphasized on attribute such as
"refreshing and slake" and "improving the feeling of fatigue"
than the Live Idea group.2. There is statistically significant
difference in the four consumer group''s altitude towards brand
under certain attributes.(1) . As for attributes: "flavor",
"brand awareness", "designing for package", "convenience for
purchasing", "refreshing and slake" as well as "helpful in
digestion", the Mini-Oligo consumers found Mini-Oligo is
superior than the other three.(2) . As for two attributes:
"refreshing and slake" and "improving the feeling of fatigue",
it''s found the ENERGY-FULL group consider the brand to be
superior than the others.(3) The VITALON-P group found
VITALON-P is superior than the rest in attributes such as
"flavor", "brand awareness" and "convenience for purchasing".(4)
The Live-Idea group has the highest appraisal for Live-Idea
product for the following three attributes: "flavor", "making
you beautiful", and "sense of fashion".3. The factor Analysis
identified the "life pattern" of college students into six
dimensions: "The impression on advertisement"; "Agree upon the
physiologically function of the functional drink"; "Health
concerned oriented"; "Active and aggressive personality";
"Leisure concerned oriented", and "Brand royalty". There is
significant difference in the impression on advertisement among
the four consumer groups. The Live-Idea group is more
perceivable to advertising information4. The research further
indicates the consumption decision of the four different
consumer groups is not significantly influenced by the
demographic variables such as age, sex, and monthly expenditure
etc.. 5. There is significant difference among the four
different consumer group''s choice of beverage under different
situations. Each consumer group give very high appraisal for
the behavior they choose in the following four situations.
(1)"Join indoors activities such as KTV, and bowling", (2)"Join
outdoors activities such as mountain climbing, and fishing",
(3)"during or after sport activities such as playing basket
ball, jogging, and swimming", (4)"After a period of time of
studying or working".6. Brand, situation and personal factors,
have significant influence on consumer''s purchasing behavior.
The results showed that personal factors has the most
significant influence, the brand second, and the situation
third.
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