| Summary: | 碩士 === 國立臺灣海洋大學 === 食品科學系 === 101 === The purpose of this thesis was to investigated the microalgae health food consumer’s characteristic and purchasing decisions in Taipei area (Taipei and new Taipei). Whether the consumers in different demographic segmentations differ in their perception to the attributes of the microalgae health food. Would the consumers with different shopping characteristics vary their purchase motivation and consideration? It had 350 questionnaire in the Taipei area in December 2012. A total of 293 effective samples were collected by a self-administrated questionnaire and SPSS 18.0 were used to analysis the data. According to the Engel, Blackwell and Miniard Model (EBM Model). For analyzing statistics, the study applied Frequency distribution, Factor analysis, Chi-Square test and multivariate analysis of variance (MANOVA) to demographic variable, transaction feature variable, information source variable, motivation variable, and consideration variable.
The results showed that the main buyers of health food by microalgae: female (52.2%), 40-49 years old (21.8%), labor category (27.0%), university and 2-year technological program (55.3%), the average monthly income under thirty thousand (56.3%), married with children (56.7%), non-vegetarian diet (81.2%) , purchase method to direct selling (38.9%), purchase frequency to 9-12 months (52.9%), the average amount of each purchase to 1200-2400 NT (35.2%) and information sources is friends and family’s experience (20.4%). "purchase method" to "gender", "marital status" and "diet" have significantly associated (P <0.05). "Purchase Frequency" to "diet" have significantly associated (P <0.05). "Purchase Amount" to "occupation", "education" and "monthly income" have significantly associated (P <0.05). Purchased method of the microalgae health food: men better than women at pharmacies / drugstores, women better than men on Internet / TV. The consumer under 30 years old prefer on internet / TV, and The consumer over 40 years old prefer in direct selling. Married with children prefer in direct selling, married without children prefer on Internet / TV. Vegetarians prefer merchandising store than pharmacy. non-vegetarian diet are the opposite. The main purchase frequency of vegetarians are 1-4 months and non-vegetarian diet are 9-12 months. The average amount of each purchase on students more less 600 NT. Manager, institute above,monthly income of more than seventy thousand amount of each purchase is more than 2,400 NT. In purchase motivation, female, 30 years old, student, unmarried, on the "appearance factors" considerations than "internal factors." In purchase considerations, the manager, research institutes, the monthly income over 50,000 NT , the average amount of each purchase over 2,400 NT, on the "quality factor" requirement more than the "special factors."
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