| Summary: | 碩士 === 高苑科技大學 === 經營管理研究所 === 103 === The purpose of this study is to investigate feminine consumers in selecting the organic food from a perceived value viewpoint. In order to realize the key factor of feminine consumers in selecting on-line shopping or brick-and-mortar shopping items and fine works through the use of Analytical Hierarchy Process (AHP). It will also implement for a literature review method and a compilation of expert opinion in outlining the feminine consumers in selecting on-line shopping or brick-and-mortar shopping items and fine works from a perceived value viewpoint. The use of an expert questionnaire method will be helpful to create an index that will ultimately be used with AHP to gauge the effectiveness of purchasing decision. A total of 35 questionnaires were sent to the users who had more than five years experience buying and using on-line shopping or brick-and-mortar shopping items and fine works. A total of 35 were returned，with 35 valid ones，for a total of 100% return rate, and 100% validity rate.The result of this research showed the most important key is product attributes. Meanwhile, the prior consideration key factor is consumer behavior. The main crucial five indexes are as follows: brand image, product information, product differentiation strategy, the information needs of consumer, quality of service. The less critical indexes are distribution function, degree of negotiated price.
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