A Study of the Consumer Behavior to Purchase the Medicinal Foods' Material at Traditional Chinese Medicine Pharmacy

• Main Authors: Lu,Hsuen-Sheng, 呂學盛
• Other Authors: Hung-Teng Chang
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/42515585563510949463

碩士 === 育達科技大學 === 資訊管理所 === 104 === The natural and mild effects of herbs can preserve health and youth, treat diseases, and prolong life. Preventive medicine is far more important than therapeutic medicine. This study used the questionnaire with Modified Delphi Method to explore the habits of modern people in purchase of herbal diets, obtained the consensus of experts based on the analysis of each factors, and confirmed three major aspects and 15 indicators. Then, it adopted "AHP" questionnaire and filtered important indicators according to data analysis and statistics. People attached the highest importance to pharmacy of traditional Chinese medicine （TCM）, geographical convenience, and customized herbal diets and secondary importance to expertise and consulting services, fresh and authentic herbs, and reasonable price. Higher trust and satisfaction of customers result in higher intention to repurchase. The conclusion of this study serves as reference for future operation and management.