| Summary: | 碩士 === 國立屏東商業技術學院 === 行銷與流通管理系 === 96 === The objective of this study is to inquire that what kind of factors consumers place importance on and to understand the correlation degrees of the factors when they have a choice of health food of direct selling. More specifically, this study is to find key influential factors in consumer’s purchase intention for health food of direct selling. This study adopts convenient sampling technique while questionnaire is investigated. The study shows that three consumer valuing factors, including enterprise image, perceived value, and product attribute, are significantly different to age, education, and occupation, respectively. In addition, the study sights that the correlation degrees between factors and purchase intention for health food of direct selling are decreasingly ordered as information source, marketing strategy, perceived value, product attribute, and enterprise image, and the key influential factors are information source and marketing strategy.
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