本研究的目的主要是分析北北基中高齡族群在選擇保健食品的消費行為模式，以及探討保健食品的產品知識行為及選擇因素考量對再購買意願的影響。以臺北市、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，回收有效樣本計384份，有效回收率95.75%。研究結果發現，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。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。而且，中高齡族群在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。 The purpose of this study is mainly to analyze the consumption behavior patterns of the middle-aged population in Taipei-Keelung area in choosing health foods, and to explore the influence of health food product knowledge behavior and selection factors considerations on repurchase intentions. The main research objects are consumers in Taipei City, New Taipei City, and Keelung who are among the elderly between 45 and 65 years old and have purchased health foods. 400 formal questionnaires were issued using paper questionnaires, and the collection was valid. There are 384 samples in total, and the effective recovery rate is 95.75%. The results of the study found that the middle-aged and senior-aged people mainly eat bone health and vitamins in the types of health foods, and use tablets and capsules as the main eating methods in the product form. In the past year, the most commonly consumed health foods were in the gastrointestinal health category, followed by nutrient supplementation and eye protection. In terms of willingness to buy, after agreeing with the brands that they consume, mainly based on their own needs, they will continue to buy products of the same brand, consciously that health foods are helpful to their physical health and spirit. Moreover, the knowledge of health food products and health food selection factors of the middle-aged and elderly people have a positive and significant impact on health food repurchase intentions (P<0.05).
