消費者特性與經驗、產品類型與人際因素對網路購買保健食品意願影響之探討-以台灣北部上班族為例

A procedure is as a result of lifestyle changes, aging society and rising medical costs, brought about the awareness of people's health, resulting in health food products to expand domestic demand, output continued to grow; As known that the access to buy health food products is pluralism, and potential of channel of online shopping can not be ignored, the purpose of this study was to explore the relevant impact factors of consumers’ online shopping of health food products. The selected - type of product, online shopping experience, interpersonal influence, product knowledge, attention to the brand and lifestyle were demographic variables as a means of exploring the impact factor. Eventually, hope result or suggestion being helpful as reference for health food industry website marketing strategy/planning. In this study, by convenience sampling method, questionnaire were issued to Northern Taiwan workers and 250 valid samples recovery. The collected data was analyzed with descriptive statistics, ANOVA, chi-square test, factor analysis, cluster analysis, regression analysis . The results are as follows: First, Those consumers classified health food products as selective, also classified health food products into various different types of product, there were significant differences between them in their online purchase intention of health foods products. Second, There is significant differences between consumers’ online health foods product purchase intention in their online health foods product shopping experience; the online shopping satisfaction experience positive relative to online purchase intention of health foods products. Third, the impact of the value of interpersonal influence and online health foods product purchase intention was positive. Fourth, the consumer's subjective knowledge was positive to online health foods product purchase intention. Fifth, attention to the brand is negative to online health foods product purchase intention. Sixth, The stream online heath foods product shopping customers are “brave taster “ with demographic characteristics of unmarried female, aged 25-29 year-old, universities and/or technical colleges graduated, of personal monthly income 20,001 to 40,000, and monthly disposable income 10,000 or more, regular medical check-ups once a year at least. Seventh, Age, the amount of monthly disposable, consumption experience of health food, the experience of online shopping health food products – these consumers demographic variables were significantly to online health foods product purchase intention.