消費者至藥局購買保健食品意向之研究

Ｔhe Intention Buying Health-care Food from Drug-store for Consumers in Taiwan

林杏林(Shin-Lin Lin)

指導教授 ： 黃萬傳

亞洲大學/管理學院/經營管理研究所/碩士(2006年)

摘要

近年來，政府大力推廣”自我健康管理”，促使保健食品市場有著巨幅的成長。消費者，於選購保健食品時為得到較佳的專業協助，選擇藥師專業經營或藥劑師駐店的藥房選購保健食品較有保障。依目前藥局的經營發展情況，已朝向「複合式」型態發展，在企業化經營的風潮，藥局經營更現代化，形成專業經營的零售形態，而藥商透過藥局銷售保健食品，消費者倚賴藥師的專業及建議購買保健食品已成未來必然的趨勢。藥局透過其專業的知識為消費者提供諮詢及建議；就消費者而言，其助益不可謂不大，長期而言，易倚賴藥局之專業諮詢及建議購買所需的商品；就生產者而言，透過藥局的通路行銷保健食品，易使消費者信賴；長期而言，對其形象及商品的銷售亦有相當的助益。

本研究以計劃行為理論(The Theory of Planned Behavior)為基礎，針對臺灣地區傳統藥局、連鎖藥局及藥妝店購買保健食品之消費者，各回收有效問卷150份。探討消費者對不同類型的藥局，因所持的態度、主觀規範及知覺行為控制，對行為意向的影響程度。

研究結果發現：知覺行為控制為重要的影響因素且影響程度最大。1.在樣本的特性，以女性居多； 36-50歲為主要消費族群；職業以上班族比例偏高；消費者的月所得則為30000元以下；教育程度則集中在大學或大專院校學歷；地區以都會區的消費者前往購買保健食品的比例偏高。2.整體上至藥局購買保健食品的消費者，受態度、規範及知覺行為控制的影響。3.至傳統藥局購買保健食品的消費者，受態度及知覺行為控制的影響。4.至連鎖藥局購買保健食品的消費者，受主觀規範及知覺行為控制的影響。5.至藥妝店購買保健食品的消費者，受主觀規範及知覺行為控制的影響。

關鍵字

消費者行為 ； 藥局 ； 計畫行為理論

並列摘要

In recent year, the government popularizes “the health manages by me”; improve the market of the health-care food very huge. In order to gain the best help, it would be more protective for consumers to select drug-store to buying health-care food. Now the drug-store conversions toward the complex type and becomes professional management retailing type and more modern. Producers sale the health-care food through the drug-store, and the consumers rely on drug-store for the profession and advice to buy health-care food. This is the trend. One side, the drug-store offers the professional knowledge to consult and suggest for consumers. In the long-term, consumers will depend on the profession and suggestion to buy health-care food. On the other side, producers use the market of drug-store to sale health-care food will make consumers believe in the health-care food. In the long-term, producers will more benefit in their image and their product.

This paper is based on Consumer’s Behavior and the Theory of Planned Behavior, focused on consumers buying health-care food in the traditional drug-store, chain-drug-store and beauty-shop. 150 samples each part are taken back in this paper, aim to research the intention buying health-care food from drug-store for consumers.

The results of the research are as followings: perceived behavioral control is the most important effect.(1) In the sample characteristic, the major consumers are female, the year is between thirty-sixth to fifty, the career is on job, the income is under thirty thousands, the level of education is major on college , the most part of consumers are living in the city.(2) The entirety, affections of intention of buying Health-care Food from drug-store for consumers are attitude, subjective norm and perceived behavioral control.(3) Affections of intention of buying Health-care Food from traditional drug-store for consumers are attitude and perceived behavioral control. (4) Affections of intention of buying Health-care Food from chain-drug-store for consumers are subjective norm and perceived behavioral control. (5) Affections of intention of buying Health-care Food from beauty-shop for consumers are subjective norm and perceived behavioral control.

並列關鍵字

Consumer’s Behavior ； Drug-store ； The Theory of Planned Behavior

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