保健食品的購買行為之研究

機構典藏 > College of Business and Management > Graduate Institute & Department of International Business > Thesis > Item 987654321/93896

Please use this identifier to cite or link to this item: https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/93896

Title:	保健食品的購買行為之研究
Other Titles:	Study of consumer behavior for health food
Authors:	廖英粟;Liao, Ying-Su
Contributors:	淡江大學國際商學碩士在職專班黃志文;Huang, Chih-Wen
Keywords:	消費行為;保健食品;Consuming Behavior;health food
Date:	2013
Issue Date:	2014-01-23 13:37:36 (UTC+8)
Abstract:	「健康」為全球最重要的食品消費趨勢，保健食品已成為台灣重要且極具發展潛力的產業。本研究以消費者行為理論之EBM模式、產品屬性、態度及健康信念模式部份構面為理論基礎，藉由資訊的搜集與分析，從金融從業人員心理、動機、態度及信念探討保健食品的購買行為。針對台北市金融從業人員採便利抽樣進行取樣，共發放500份問卷，有效問卷447份，有效回收率89.4%，以此樣本採用敘述性統計及交叉表與卡方檢定進行分析。本研究結論歸納如下：（一）過去一年內曾使用購買保健食品者比例高達85.7%，其中女性比男性高。（二）消費者在選購保健食品時，其主要的資訊蒐集來源第一是親朋好友的口碑宣傳佔30.2%，約有四成受訪者購買保健食品主要資訊是來自於大眾傳播媒體廣告的建議。（三）消費者購買保健食品最重視之產品特性，主要是經科學實證具預防保健功效並通過官方認證；較不在意包裝設計及成分標示。對保健食品的總體評價為知名品牌品質較有保障，認同售價不合理。（四）消費者自覺罹患慢性疾病者較多，對食用保健食品會改善病情持保留態度。購買保健食品的動機主要是提升免疫力與補充營養。（五）消費者每月購買保健食品的預算以1,000元以下所佔比率最高；保健食品的價位在3,000元以下，消費者的購買意願較高；購買預算與平均月收入成正比。 "Health" is the most important trends in food consumption on the world and health food has become an important and extremely potential growth of the industry in Taiwan. In this study, it takes EBM model of consumer behavior theory, product attributes, attitudes and health belief as theory basis and replies on information collecting and analyzing to discuss the purchasing behavior of health food from psychology, motivation, attitudes and beliefs of financial professionals. Focusing on financial professionals in Taipei, it takes convenience sampling to sample. 500 questionnaires are distributed totally with 447 valid questionnaires, and effective rate of 89.4%. On the basis of the samples, it adopts descriptive statistics and crosstabs and chi-square test to take analysis. The conclusions of this study are summarized as follows: (a) The proportion of health food used and purchased in the last year was up to 85.7%, in which female is more than male. (b) When consumers purchase health food, the main information collection source from mouth advertising of friends and word is 30.2%, which ranks No.1, and main information of about 40% respondents purchasing health food is from the recommendations of mass media advertising. (c) When consumers purchase health products, they pay most attention on product characteristics, which is mainly because it is proved scientifically with preventive health benefits and passes official certification. They pay less attention on packaging design and composition marking. The overall evaluation for health food is that well-known brand quality is more secure and the price is unreasonable. (d) Consumers, who suffer from chronic diseases consciously, show reservation attitudes on health food consumption will improve the condition. Main motivation for buying health food is to boost the immune system and supplement nutrition. (e) The budge that consumers buy health food monthly takes less than $ 1,000 as the highest percentage. The consumers have higher willingness to buy health food priced at less than $ 3,000. The purchase budget is in direct proportion to average monthly income.
Appears in Collections:	[Graduate Institute & Department of International Business] Thesis

Files in This Item:

File	Size	Format
index.html	0Kb	HTML	169	View/Open

Loading...