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• Main Authors: Jung-Feng Chen, 陳俊峰
• Other Authors: Chuan-Yi Chiang
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/83046247612422709008

碩士 === 國立成功大學 === 高階管理碩士在職專班 === 93 === 　The objective of this study is to realize the decision factors consumers considered in buying nutraceuticals by place of multilevel marketing. Object of study are divided into two groups, consumers who have the experience of buying nutraceuticals and those who didn’t have the experience. How those factors (including marketing stimulation, multilevel marketing properties and perceived risk) affect buying decision of consumers and whether significant differences among demographic variables exist for those factors respectively are studied. 400 questionnaires provided and 278 effective ones are obtained. The following conclusions are made: 1.Significant relation exists between marketing stimulation and buying decision whether consumers have the experience of buying nutraceuticals or not. 2.Significant relation exists between multilevel marketing properties and buying decision whether consumers have the experience of buying nutraceuticals or not. 3.Significant relation doesn’t exist between perceived risk and buying decision whether consumers have the experience of buying nutraceuticals or not. 4.Significant relation doesn’t exist between multilevel marketing properties and perceived risk whether consumers have the experience of buying nutraceuticals or not. 5.Significant differences among demographic variables exist for those factors (including marketing stimulation, multilevel marketing properties and perceived risk) respectively whether consumers have the experience of buying nutraceuticals or not.