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Journal of Food Quality
Volume 2017, Article ID 7264576, 11 pages
Research Article

Fresh Snack Food Channel Evaluation Model for Integrating Customers’ Perception of Transaction Costs in Taiwan

Department of Advertising and Strategic Marketing, Ming Chuan University, No. 250, Sec. 5, Zhong Shan N. Rd., Taipei 111, Taiwan

Correspondence should be addressed to Po-Yu Chen; wt.ude.ucm.liam@yobnehc

Received 5 March 2017; Accepted 8 May 2017; Published 31 May 2017

Academic Editor: Latiful Bari

Copyright © 2017 Po-Yu Chen. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.


The primary purpose of this study was to explore how food dealers develop methods that facilitate transaction efficiency and how they select the optimal food channels. This study establishes a model according to the impact of transaction cost factors on consumers’ decision-making regarding purchase of fresh snack foods. Using fresh snack foods in Taiwan as an example, this study employed a fuzzy analytic network process to solve decision-making problems with multiple criteria by comparing the interaction between each transaction cost factor to obtain the factor weightings as well as the weightings of the transaction costs at each decision stage. This study found that food safety assurance and providing sufficient nutrition information were the most essential topics; thus, the optimal choice for snack food producers is to develop retail outlets. This study construction process proposed is innovative and operational, and the results may provide a reference for snack food dealers or microfood enterprises to assist them in developing their food channels.