中高齡族群對保健食品再購買意願之研究

Please use this identifier to cite or link to this item: https://dyhuir.dyhu.edu.tw/ir/handle/987654321/1249

Title:	中高齡族群對保健食品再購買意願之研究
Other Titles:	Study on the willingness of middle-aged and elderly to re-purchase health food
Authors:	曹宇佑
Contributors:	陳盈璋
Keywords:	中高齡;保健食品;再購買意願;middle and old age;health food;re-purchase willingness
Date:	2019
Issue Date:	2020-09-09T05:55:15Z
Publisher:	經國管理暨健康學院;健康產業管理研究所
Abstract:	由於現代人的飲食型態改變，外食和速食人口日漸增多，在忙碌之餘，常常無法顧及飲食上的均衡，在追求身體更健康的信念下，以保健食品來補充日常生活中所缺乏的營養素，更成為大眾可以接受的方式，也造就了保健食品的興起。近??消費者健康意?抬頭、慢性文明病的增加及社會人口結構趨向中高齡化等因素，使得中高齡群大?的購買與食用相關性保健食品。所以，保健食品在中高齡群的眼中變得日益重要。中華穀類食品工業技術研究所在2015年國內保健食品產業現況調查分析中指出，2015年國內保健食品產值約達 716 億，較前一年微幅成長近4.8%。由此可知，未來國內的保健食品產業將持續在市場上蓬勃發展。本研究旨在探討中高齡族群在選擇保健食品的過程中，透過自覺身體健康、保健食品的產品知識及保健食品選擇因素對保健食品的再購買意願。本研究以臺灣臺北市、新北市及基隆市地區年齡介於 45歲至65歲之中高齡族群並曾購買過保健食品的消費者為主要研究對象，採用紙本問卷發放方式發出400份正式問卷，回收390份問卷，回收有效樣本計383份，有效回收率95.75%。所得資料透過SPSS22.0統計軟體進行描述性統計、獨立樣本t檢定、單因子變異數等相關統計分析。研究結果發現，中高齡族群在自覺身體健康、保健食品產品知識及保健食品選擇因素對保健食品再購買意願均有正向顯著(P<0.05)的影響。中高齡族群在保健食品的食用種類上以骨質保健及維生素類為主，在產品形態上以錠劑及膠囊為主要食用方式。在過去一年內經常食用的保健食品以腸胃道保健類別為主，其次為營養素補充及護眼功能。在購買通路上，中高齡族群以一般藥局為主要購買通路，其次為多層次傳直銷及藥妝店。再購買意願上，主要以本身需求，認同自己食用的品牌後，自覺到保健食品對身體健康及精神有幫助，會再持續購買同一品牌的產品。 Due to the changes in the diet of modern people, the number of foreign food and fast-food people is increasing. When they are busy, they often cannot take into account the balance of diet. Under the belief of pursuing healthier health, they supplement the lack of daily life with health food. Nutrients have become more acceptable to the public and have also created the rise of health foods. In recent years, factors such as the rise of consumers health awareness, the increase of chronic civilized diseases and the aging of the social population structure have led to the purchase of food-related health foods in the middle and senior age groups. Therefore, health foods are becoming increasingly important in the eyes of middle-aged groups. In the survey of the current situation of the domestic health food industry in 2015, the China Grain Food Industry Technology Research Institute pointed out that in 2015 reached approximately 71.6 billion, a slight increase of nearly 4.8% over the previous year. It can be seen that the domestic health food industry will continue to flourish in the market in the future. The purpose of this study was to investigate the willingness of middle- and old aged people to purchase healthy foods through conscious health, product knowledge of healthy foods and healthy food selection factors. The study focused on healthy foods purchased by consumers aged 45-65 in Taipei, New Taipei and Keelung. In this study, 400 formal questionnaires were sent out using a paper questionnaire, and 390 questionnaires were collected. Questionnaires collected 383 valid samples, and the effective recovery rate was 95.75%. The obtained data were descriptive statistics, independent sample t-test, single-factor variation and other related statistical analysis through SPSS 22.0 statistical software. The study found that the middle-aged and elderly population had a positive impact on health food repurchase intentions, health food knowledge and healthy food selection factors (P < 0.05). Middle-aged and ethnic groups focus on bone care and vitamins in healthy food types. In the form of products, tablets and capsules are the main form of consumption. The health foods that have been eaten regularly in the past year are mainly in the gastrointestinal health category, followed by nutritional supplements and eye protection. In the purchase path, the middle-aged and elderly people take the general pharmacy as the main purchase channel, followed by the multi-level direct sales and pharmaceutical makeup shop. The intention of the repurchase is mainly to identify your own brand according to your own needs, conscious health foods contribute to the spirit of health and health, and will continue to purchase products of the same brand.
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Appears in Collections:	[thesis] 107

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