| Summary: | 碩士 === 高苑科技大學 === 經營管理研究所 === 99 === The Research on the Evaluation of Consumption Decision for
Consumers Purchasing Dietary Supplement
Abstract
This research is based on the EKB Model that Engel, Kollat and Blackwell (1984) proposed. According to the first three stages of selection process for consumers purchasing dietary supplement-“need for cognition”, “information source” and “evaluation and choice for the product”, this research explores the factors and weights that influence consumer’s consumption decision on purchasing dietary supplement. First, using Delphi Method and Analytic Hierarchy Process (AHP) for questionnaires, and analyzing the dimension, evaluation standards and weights of factors that effect the decision of consumers purchasing dietary supplement. Then, proposing practice suggestion for management.
With education popularization and prosperous life, the public concen more about health care more and more seriously. Emphasizing on effectiveness and conveniences, the public prefer to take convenient and quick dietary supplement to satisfy their need for health care. This research regards consumption decision, collects and concludes relevant reference to establish the evaluation indices for factors on consumption decision of purchasing dietary supplement. Also inviting and interviewing specialists and scholars with practice experience on medical dietary supplement, and pharmacists engaging in health care. After using Delphi to analyze for two times, the feedbacks from specialists and scholars came up for a last result, and constructed an evaluation standard for consumer purchasing dietary supplement. Then, using Analytic Hierarchy Process (AHP) to systematize complex questions. Through different level of analysis, carrying out pairwise comparison of important level for each evaluation factor, this research acquired the relative weights proportions and priority of each evaluation factor on consumption decision for consumer purchasing dietary supplement.
The results indicated that the need for cognition in the evaluation dimension of consumption decision has the highest weight value 0.521, which made up more than half of the total weight. It shows that consumers value the purchasing motivation and needs. The environment will excite the consumers and raise their purchasing needs. Regardless of how good the evaluation of dietary supplement is, consumers will think about purchasing when they have needs otherwise they won’t purchase the products. Second, the evaluation and choice for the product is 32.2%. It shows that consumers needs for dietary supplement replys on its usage and effect after using it. Besides products have to be low and often has sales promotion. At last, the weight of information source is the lowest, which is 17.7%. It shows that when purchasing dietary supplement, consumers don’t value the marketing commercials of the products on the televisions, supercenters, web pages, newspapers and magazines. On the priority for evaluation of consumption decision, top five important influences are needs for health care, needs for medicinal cosmetics, good effect of products, sales promotion of products, and professional consultation from doctors and pharmacists. These factors can be considerations for the evaluation of consumption decision for consumers purchasing dietary supplement.
Keywords: Dietary supplement, Consumption decision, Delphi Method, Analytic Hierarchy Process
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