都會區消費者團購水果新興通路服務品質之研究

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Title:	都會區消費者團購水果新興通路服務品質之研究
Other Titles:	A Study of New Channels Service about the Fruits Group-Buying for Consumers in Taiwan .
Authors:	吳彥葶 Wu, Yan-Ting
Contributors:	陳景榮 Chen, Ying-Rong 東海大學食品科學系
Keywords:	團體購買、水果、Kano 二維品質模式、品質改善指標 Group-Buying, Fruits, Kano-Model, Quality Improvement Index
Date:	2010
Issue Date:	2010-12-31T08:35:45Z (UTC)
Abstract:	隨著資訊網路普及化，以及運銷通路的多元化，果農不單透過果菜批發市場販賣競標，也開始自行上網拍賣，紛紛成立部落格，藉由網路推廣，吸引潛在的消費者，導致團體購買(團購)蓬勃發展。目前，團購水果消費者包括公司、團體、公寓住宅及主婦聯盟等新興消費者出現，不需經由複雜層層堆疊的通路層次運銷，而以宅配方式送達消費者手中。水果運銷方式從原本複雜的傳統運銷通路演進為團體購買，再以宅配方式送達消費者手中，由繁複的過程簡化到直接生產端與消費端交易，與過去的傳統通路模式大有不同。本研究透過問卷調查團購水果消費者，了解哪些服務品質要素是重要的，進而在這些重要的服務品質要素來取得競爭優勢，因此，主要研究透過因素分析後顯示，消費端的受訪者主要消費族群強調水果團購『優質服務』及『物美價廉』兩種特性，水果生產者應以此兩種特性為主要行銷訴求；另外，探討26個服務品質特性中，透過品質特性二維模式分析後，得知消費者對於團購水果中具有多樣組合、客服專線、信用卡付費、付款後24小時內送達服務，均屬於魅力品質，也就是，如果團購水果供應商提供此服務，消費者會感到額外的滿意度，本研究也針對人口統計變數做了購買決策分析及服務品質特性歸類，發現不同人口統計背景的團體，團購水果消費者對購買的決策及水果品質特性是有顯著不同的看法。從分析結果，進而可找出增加滿意度的指標及減少不滿意指標，利用此方法，將可以分析改善某項品質特性，將可能增加的滿意度以及減少的不滿意度的多少，可作為下一步改善團購水果服務品質特性的要點。 Due to the popular of internet and the diversify of marketing, the fruit farmers not only sold their fruits through the traditional market but also sold it through the auction of internet. They built the blog which offered the information of fruit to attract the latent consumers on the internet and the consumers who had same demand would gather to a group and then caused the group-buying. The types of group-buying including companies, associations, department residents, and housewives, also the new type of consumers appeared gradually. The advantage of group-buying is that the fruit farmers don’t need deliver through the complicated way of marketing, but just send to consumers’ house or working place. So, the ways of fruits marketing in nowadays changed from the way of traditional marketing to the group-buying and home delivery. The process of buying fruit became more convenient and easy, since the consumers can contact with the producers directly. This study use questionnaire for the consumers to realize the important factors of service, and then got the superiority of competition in the market. The data utilized the statistic method of factor analysis, which revealed that the high quality service, excellent quality, and reasonable price were the most important factors for the consumers, so that the fruit farmers must be pay more attention on these factors for the marketing demand； in addition, this study also use the method of Kano model analyze the 26 factors in quality section of the questionnaire for the group-buying, which revealed that the multiple content, phone assistance, offer of the credit card and got the products within 24 hours were belong to the attractive quality, on the other hand that the consumers would satisfied for group-buying supplier who offered the service which given above. This study also analyzed the purchasing decision and classified the characteristics according to the service quality of the demographic variables. The result shows that the people who with different background of demographics had the distinct attitude toward purchasing decision of group-buying and the characteristic of fruits qualities. By means of the Kano model that can figure out the way about how to improve the characteristic quality by virtue of increasing the satisfied indicator and reducing the unsatisfied indicator, this research can contribute the suggestion of service qualities among the fruit group-buying consumers and suppliers
Appears in Collections:	[Department of Food Science ] Master's Theses

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