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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/33285

    Title: 不同通路購買保健食品之消費特性研究
    Other Titles: An empirical study on consumer characteristics in different health foods channels
    Authors: 陳怡芬;Chen, Yi-fen
    Contributors: 淡江大學管理科學研究所碩士班
    楊維楨;Yang, Wei-tzen;婁國仁;Lou, Kuo-ren
    Date: 2005
    Issue Date: 2010-01-11 03:51:13 (UTC+8)
    Abstract: 近年來台灣經濟成長快速,國民的生活水準亦隨之逐年提升,人們對於健康意識的議題日趨重視,加上醫療科技的進步使得人類壽命延長,人口有逐漸邁向高齡化的趨勢,因此養生保健變得非常的重要。此外,現代人生活忙碌壓力又大,缺乏運動以及睡眠時間,又時常在外飲食,往往造成營養攝取上的不均衡,保健食品便成為現代人快速且方便的補充營養方式,這使得國人對於保健食品的需求日益增加。然而,購買保健食品的通路型態有很多種,什麼樣的消費者會選擇何種通路型態來購買保健食品?消費者之特性與保健食品通路型態間,二者有何關係存在?
    一. 不同的生活型態是否會影響保健食品購買通路的選擇?
    二. 不同保健食品通路下的消費者特性為何?
    三. 消費者人口統計變數是否會影響保健食品通路的選擇?
    In recent years, the rapid growth of the economy has gradually lifted up the standard of living of Taiwanese people. Average longevity has been on the increase due to ongoing medical advancement. The awareness of health-related issues is on the rise and acquiring health-related information and the concept of staying healthy have become indispensable in people’s everyday life. However, high pressure in the workplace, lack of exercise, and poor quality of sleep time all contribute to an imbalance in nutrition intake for a typical working class. Therefore, the demand for fast and convenient health foods is emerging. A potential relation then arises on the choices of various channels for shopping health foods with different consumer characteristics. What are some of the dominating characteristics best explain the types of channels that certain types of shoppers choose?
    In order to answer the above question, this research is intended to look for the answers through statistical analysis to the following questions:
    1. Are differences in life styles have an effect on selecting channels selling health foods?
    2. Is it possible to deduce certain consumer characteristics by examining
    different channels?
    3. Can variables of demographic survey be inducted to preference of different
    A survey is conducted targeting greater Taipei area with 462 questionnaires and the data are analyzed through statistical methods. The main results are as follow:
    1. Consumers with different channel preferences have different life styles, including health awareness, purchase impulsiveness, personalities, self-realization, interest of fashion information, and price consciousness.
    2. Life styles are correlated to choices of channel preference. Purchase impulsiveness, interest to fashion information and price consciousness are the characteristics of the consumers who shops often at drugstores; Interest to fashion information ad price consciousness are the factors consumers choose supermarkets; personality and price consciousness are the reasons consumers shops through direct sales; Purchase impulsiveness, personality, self-realization and price consciousness influence consumers shop at specialty stores.
    3. Preference of shopping channels of health foods are related to variables of demography, including sex, age, education level, occupation, personal monthly income and household monthly income.
    Appears in Collections:[管理科學學系暨研究所] 學位論文

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