| 摘要: | 近10多年來醫學臨床研究證實乳酸菌商品，除了可用於預防胃腸道疾病外，也有愈來愈多的臨床報告提出含有乳酸菌的商品可以輔助過敏疾病症狀的減緩，如：氣喘、鼻子過敏、異位性皮膚炎、私密部位感染的症狀以及免疫力的提升。 許多研究學者更希望能藉著調整腸胃道中乳酸菌的菌數或菌種、菌株而進一步控制呼吸道及皮膚過敏症狀的發生、私密部位症狀的減緩及增加身體免疫力。但本研究有別於過去乳酸菌技術或菌種的研究，改以行銷角度探討藥局消費者對乳酸菌商品之購買行為，研究藥局消費者對乳酸菌商品的購買動機及對產品功能知識的了解、購買資訊來源及對商品的最後選擇依據之相關性。本研究主要目的有：一、了解藥局消費者對乳酸菌商品的購買行為之特性。二、探討藥局消費者乳酸菌商品購買動機對於購買行為之影響。三、調查消費者乳酸菌功能知識的了解對於購買行為之影響。四、探討不同的資訊來源是否影響乳酸菌商品之購買行為。五、探討藥局消費者對乳酸菌商品的選擇依據。因此選用EKB消費者行為模式為觀念性架構，以台北市四家社區藥局的消費者作為研究對象，採取便利取樣之問卷調查法做為資料蒐集並進行SPSS描述性統計次數分配、卡方檢定、因素分析、ANOVA單因子變數分析及多元迴歸等分析。研究結果如下：1.人口統計變數方面，大部分消費者會購買1000元以下商品(以20歲以下及收入為3萬以下消費者佔大多數)。大部分不分職業的消費者以不定期購買為主，職業為醫療人員者比其他職業的消費者更在意乳酸菌商品是否有優惠促銷。2.女性消費者在功能性輔助需求的購買動機多於男性。心理因素需求的購買動機已婚無小孩者多於未婚及已婚有小孩。年齡以”41-50歲”消費者在乳酸菌的日常保健的需求購買動機為最多。3.乳酸菌商品在日常保健需求動機的購買頻率皆以“6個月以上”購買一次為主。在功能性輔助需求動機之消費者其購買頻率多以”1個月以內”即購買一次為主。4.尋求”專業推薦”資訊來源的消費者在優惠促銷活動的購買行為中有顯著的差異。 各項研究結果發現，消費者對於購買乳酸菌商品最在意的是保健功效與價格合理性。且購買者以女性消費者居多，大部份是為自己或家中小孩購買。藥局或銷售通路若在採購商品時以政府功效認證、專業資訊推薦及產品配方研發、成本管控作為策略考量。並再輔以行銷策略增加銷售。不僅消費者在選購商品時比較有選擇依據，同時也創造了藥局業績。
In the past decade, clinical research confirmed that in addition to gastrointestinal disease prevention, an increasing number of clinical reports have proved that lactic acid bacteria not only assist in mitigating the symptoms of allergic diseases, such as asthma, nasal allergies, atopic dermatitis as well as the symptoms of infection of the private parts, but also assist in enhancing immunity. Many researchers expect to have further controls over the incidence of respiratory tract and skin allergies, symptoms alleviation of private parts, as well as immunity enhancement by modifying bacterial counts, and strains or forms of lactic acid bacteria in the gastrointestinal tract. However, this study is unlike previous reports which had focused on the techniques or strains of lactic acid bacteria. It aims to discuss and investigate, from the perspectives of marketing, the correlation between customer’s purchasing behavior, motivation, knowledge of the product function and source of purchasing information as the reference for the customer’s final choice regarding lactobacillus products in pharmacies. The primary objectives of this study are： （1） to understand the features of the customer’s purchasing behavior regarding lactobacillus products in pharmacies; （2）to discuss the impact of the customer’s motivation on purchasing behavior regarding lactobacillus products in pharmacies; （3） to investigate the influence of the customer’s knowledge about product function on purchasing behavior regarding lactobacillus products in pharmacies; （4）to explore whether different sources of purchasing information affecting the purchasing behavior regarding the lactobacillus products; and （5）to discuss the essential criteria the customers rely on for lactobacillus product selection in pharmacies. Therefore, this study used Engel-Kollat-Blackwell Model （EKB Model）customer behavioral model as a conceptual framework, recruited customers from four community pharmacies in Taipei as the study subjects, chose questionnaires with a convenient sampling strategy for data collection . The computer statsistic package, SPSS was used to anlyze the data by descriptive statistics, chi-square test, factor analysis, ANOVA as well as multiple regression analysis, etc. The results were as follows：1.In terms of demographic variables, most of the customers would buy products with a price under NTD1000 (age under 20 years and monthly income is below NTD30000 are in the majority). Most of the customers, regardless of their occupations, mainly preferred occasional purchase. Professional medical personnel were mainly concerned with discount or promotion activities regarding lactobacillus products than customers with other occupations. 2.The purchasing motivation for functional auxiliary demands occurred more often in female customers than in male customers. The purchasing motivation for psychological needs happened more often in married customers who had no children than in unmarried customers or married customers who had children. For customers aged between “41-50” years old. the majority were motivated to purchase lactobacillus products to meet routine health care needs.3.For customers motivated by routine health care needs, their purchasing frequency of lactobacillus products was mainly “once every 6 months or longer than 6 months”. But for customers motivated by functional auxiliary needs, their purchasing frequency was on the whole “once every month or shorter than one month”. 4.Customers requesting information sourced from “professional recommendations” had significantly different purchasing behavior during discount or promotional activities. All the findings from this study revealed that the effects of health care and the rationality of the price regarding the lactobacillus products concerned customers the most. Moreover, most of the customers were female and they were mainly purchasing for themselves or for their children at home. If the pharmacies or marketing channels stock up merchandise with several considerations as selling strategies, such as governmental efficacy certification, information on professional recommendation and the management of capital cost for product recipe research and development, along with marketing tactics to assist in selling, these strategies not only can be a reference for the customers to choose products, but can create outstanding business achievements for the pharmacies. |
