| Summary: | 碩士 === 德明財經科技大學 === 行銷管理系 === 107 === In recent years, due to the westernization of diet and the pressure of life, colorectal cancer has become the fastest-rising cancer. Under the concept of preventive health care, people often eat yogurt and various types of capsules, ingots, oral powder probiotic health foods to improve intestinal health and maintain quality of life.However, the market is full of probiotic health foods, when the consumer purchases what product attribute preference is used as the purchase evaluation index, this is the main motivation of the research.
This study uses the "Kano two-dimensional quality model" proposed by Japanese scholar Noriaki Kano. The domestic consumer is the survey object, the questionnaire contains 4 attributes facet and 30 product attributes items of probiotic health food. Objective to explore consumers' preference for product attributes of probiotic health foods, then analyze and construct Kano two-dimensional quality elements to find out the key factors to meet consumer demand, and finally introduce the quality improvement indicators proposed by Matzler and Hinterhuber to further understand how much satisfaction or improvement dissatisfaction can be added to improve the quality factor project. Health care providers can use the research results as a reference for adjusting probiotic product development design and marketing strategy planning.
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