臺灣博碩士論文加值系統

根據市調統計，在台灣，高達八成民眾在意自身牙齒的亮白程度。市面上能夠直接於實體／非實體通路購買的非處方牙齒美白產品種類眾多，如何在消費者眼中讓旗下產品脫穎而出，實為值得各大業者深思的問題。消費者究竟會以哪些因素做為選購考量? 而因素間的優先順序為何? 依研究結果，提供建議給相關業者，希望能夠幫助其改善產品或流程以滿足消費者的真正需求。
本研究透過文獻探討，建立4 個構面共19 個關鍵因素之AHP 層級架構，分析消費者在購買非處方牙齒美白產品時所考量之關鍵因素。目的在於理解進行產品購買決策時，影響消費行為和習慣之構面及因素的優先排序。並透過交叉分析基本問題，了解牙齒美白產品消費者特性。研究結果顯示，產品之美白效果強度、美白效果持續性、品質、美白效果立即性、低副作用為消費者最為在意，而產品透過實體通路或虛擬通路銷售、品牌代言人則對購買決策影響最小。依據基本問題分析，牙齒美白產品購買頻率較高的消費者，主要分布為平均年齡及平均收入較低的年輕族群。

According to market research. In Taiwan, up to 80% of the people care about the whiteness of their teeth. There are many kinds of over-the-counter tooth whitening products that can be purchased directly from physical/non-physical channels in the market. What factors do consumers consider the most important while making a purchase decision? What are the priorities among the factors? Based on the results of this research, we hope to provide advice to the relevant organizations, to help improve their products to meet the real needs of their customers.
This study developed, through literature review, an AHP framework with 4 dimensions and 19 factors. The goal is to rank the dimensions and factors that influence consumers' behaviors and habits when making purchasing decisions. And through cross-analysis of basic information, we came to understand the demographics and behavior of consumers tooth whitening products. The factors are ranked according to significance: Degree of whitening effect, lasting of whitening effect, product quality, immediacy of whitening, side effects. Whether products are sold through physical channels or virtual channels, who the brand’s spokespersons of the brand are have the least impact on purchasing decisions. Finally, according to the analysis of basic information, consumers with higher frequency on purchasing tooth whitening products are mainly the younger generation with lower average age and lower average income.

摘要................................................................ i
Abstract ............................................................ ii
目 錄............................................................. iii
表目錄............................................................. iv
圖目錄.............................................................. v
第一章 緒論......................................................... 1
1.1 背景動機...................................................... 1
1.2 研究目的...................................................... 4
1.3 研究流程...................................................... 5
第二章 文獻回顧..................................................... 6
2.1 非處方牙齒美白產品種類........................................ 6
2.2 購買非處方牙齒美白產品的關鍵因素............................. 16
第三章 研究方法.................................................... 32
3.1 層級分析法之目的與基本假設................................... 33
3.2 層級分析法操作步驟........................................... 33
第四章 問卷結果分析................................................ 42
4.1 消費者背景分析............................................... 42
4.2 構面權重之計算............................................... 54
4.3 構面排序結果與分析........................................... 56
4.4 關鍵因素整體排序與分析....................................... 59
第五章 結論與建議.................................................. 66
5.1 研究結論..................................................... 66
5.2 對牙齒美白產品業者的建議..................................... 67
5.3 研究限制與未來研究方向....................................... 68
參考文獻........................................................... 69
附錄 問卷.......................................................... 76

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