Product Attribute and Consumer Behavior of Antrodia cinnamomea in Online Shopping Platform in Taiwan

• Main Authors: Jia Long Weng, 翁嘉隆
• Other Authors: 徐泰浩
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/21834612904677871195

碩士 === 大葉大學 === 食品生技產業碩士專班 === 103 === More and more attention were brought by people not only to care their physical health, but to take some health food for gaining more of additional nutrients. In the past, health food is mainly sold through pharmacies. Nowadays, there are more and more consumers chose to purchase health care products to meet their needs using internet. Zhang Zhi (Antrodia camphorate; A. cinnamomea; Taiwanofungus camphorata) is an endemic species to Taiwan and can be used as a medicinal fungi. It contains a variety of biological functions, and can only grows in the unique cow camphor in Taiwan, which is known as Taiwan's national treasures. In recent years, more and more research on Antrodia, along with numerous articles and studies were published by experts which lead the biotechnology industry to be aware of the important of Zhang Zhi. As a consequence results, more and more companies invested and more camphorata products were research and developed. In order to understand the current status of camphorata health foods products in internet market, eight popular online shopping platform were chose for this study. Studies of the types of health food products of Antrodia available in each of the internet platform and the consumers' willingness of buying these products through the Internet were survey by questionnaires. Camphorata health food products in capsule forms was the most common which accounted for 68% in internet shopping platform. The survey also showed that 68.2% consumers prefer to that of capsule forms and followed by beverages of 17 %. In terms of the formulation, mixed compound products were the majority and accounted for 90% of the total items studied, which can be inferred to why the multi- compound capsules of camphorata health food products will be the majority in internet on line shopping platform currently. However, consumers prefer to unilaterally formulation which account for 56.8 % of respondents in survey. In this study, the survey results of customer preferences and specifications for Zhang Zhi health food products in online shopping channel, can be provided as an important references for manufacturers and sellers in research and develop of Zhang Zhi health food products selling in the internet in future.