| 摘要: | 現代人普遍使用3C產品，使得視力老化速度加快。根據衛福部(2019)統計資料顯示，臺灣地區國小學童裸眼視力近視率為44.35%，創近十年新高。因此，兒童眼疾問題嚴然成為家長極度關心的議題。近年來，在推動兒童視力保健行為上，攝取視力保健食品的比例逐漸增加。值得注意的是，2017年穀研所調查發現，護眼的保健食品不論是現在或未來都是市場熱銷產品，而兒童視力保健食品能在興起市場永續經營與家長的消費行為息息相關。
本研究運用EKB模式的理論基礎，旨在探討家長選購兒童視力保健食品前的購買動機，並了解家長的消費行為模式以及再購買意願程度，以期提供視力保健食品業者制定行銷策略的參考。本研究採用滾雪球抽樣調查方法，針對臺灣北北基地區之國小家長發放500份正式問卷，回收有效問卷451份，回收率為90.20%。所得資料透過SPSS統計軟體進行描述性統計、T檢定、單因子變異數、迴歸分析等相關統計分析。
研究結果顯示：市場上高達63.67%的家長買過兒童視力保健食品。購買動機的現況分析，以提前為孩子做視力預防保健為主要購買的動機。在資訊的取得上，大多來自於親朋好友的推薦。消費決策評估過程則著重在產品的成份需標示明確，並且要有健康食品認證標章為主。再購買意願中，當孩子食用後對視力有改善時，此品牌將獲得家長認同，便會傾向持續購買同一品牌的產品，甚至會代為推薦給其他親友。消費者的購買動機與消費決策評估對再購意願均有顯著的影響(P<0.05)。
Modern people generally use 3C products, which accelerates the speed of visual aging. According to statistics from the Ministry of Health and Welfare (2019), the rate of myopia with naked eyes among elementary school children in Taiwan is 44.35%, a record high in the past ten years. Therefore, the problem of children's eye diseases has become a topic of extreme concern for parents. In recent years, in the promotion of children's vision health behavior, the proportion of ingesting vision health food has gradually increased. It is worth noting that a 2017 survey by the Valley Research Institute found that eye-care health foods are hot-selling products in the market now and in the future, and the sustainable operation of children's vision health foods in the emerging market is closely related to the consumption behavior of parents.
This study uses the theoretical basis of the EKB model to explore the purchase motivation of parents before purchasing children's vision health foods, and to understand the parents' consumption behavior patterns and repurchase intentions, in order to provide a reference for vision health food companies to formulate marketing strategies. In this study, the snowball sampling survey method was used to distribute 500 formal questionnaires to parents of elementary schools in Beibeiji, Taiwan, and 451 valid questionnaires were returned, with a recovery rate of 90.20%. The data obtained is analyzed by SPSS statistical software for descriptive statistics, T test, single factor variance, regression analysis and other related statistical analysis.
The results of the study show that as many as 63.67% of parents in the market have bought children's vision health food. An analysis of the current situation of purchase motivation, taking precautionary care for children's eyesight as the main purchase motivation. In the acquisition of information, most of them come from the recommendations of relatives and friends. The consumer decision-making evaluation process focuses on the need to clearly label the ingredients of the product, and to have a health food certification mark. In the purchase intention, when the child's vision improves after eating, the brand will be recognized by the parents, and they will tend to continue to buy the same brand of products, and even recommend it to other relatives and friends on their behalf. Consumers' purchasing motivation and consumption decision evaluation have a significant impact on repurchase intentions (P<0.05). |
