摘要
本研究以知覺價值觀點探討女性消費者對網路與實體店面購買決策要素之評選研究。經由彙整相關文獻探討並透過德爾菲法(Delphi method)、層級分析法(Analytical Hierarchy Process, AHP)來了解女性消費者對於評選網路與實體店面購買決策要素之關鍵因素。
本研究採用問卷調查方式，選取曾在網路或實體商店有豐富購買有機食品長達五年以上經驗的女性消費者為範疇，共發放問卷35份，回收份數為35份，無效問卷 0 份，有效問卷 35 份，回收率達 100%。研究結果顯示，探討通路差異、產品特性、消費行為等三項關鍵因素中，以產品特性為最具關鍵之影響構面，消費行為層面次之。用以評估關鍵因素的準則共有九項，前五大主要關鍵的評估準則為品牌功能、資訊透明功能、產品屬性功能、資訊需求程度、服務功能，而較不具關鍵影響的評估準則為配送功能、議價功能。
關鍵字：層級分析法、網路與實體店面購物、交易成本理論、社會交換理論、知覺價值理論。
ABSTRACT
The purpose of this study is to research feminine consumers in selecting on-line shopping or brick-and-mortar shopping items and fine works from a perceived value viewpoint--an example of the organic food. 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 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.
Keywords: AHP; On-Line Shopping or Brick-And-Mortar Shopping; Transaction Cost; Social Exchange Theory; Perceived Value
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