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

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Title:	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
Other Titles:	A Study on Product Attributes and Situational Use Affecting The Consumer Purchasing Behavior of Physiological Functional Beverages
Authors:	林權政 Lin, Chuan-Cheng
Contributors:	王慶富 Wang, Ching-F. 東海大學食品科學系
Keywords:	機能性飲料;產品屬性;情境;消費者行為 Physiological Functional Beverages;Product Attribute;Situation;Consumer Behavior
Date:	1997
Issue Date:	2011-05-25T09:41:43Z (UTC)
Abstract:	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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