熟齡族群購買保健食品消費行為之研究

由於政府、生技廠商及民眾的保健養生觀念興起，顯示保健食品的需求逐漸增加。隨著台灣高齡化之趨勢，中高齡族群將成為未來的消費主力，與此族群需求相關的產業將擁有龐大的發展潛力。故本研究以近年相關的保健食品消費行為之研究為基礎，針對熟齡消費者為目標族群，了解其對於保健食品之購買行為及影響因素。本研究定義熟齡族群為40至65歲的消費者。研究調查透過網路進行問卷的發放，共回收381份有效問卷。由資料統計結果得知，熟齡族群消費者主要面臨之身體健康狀況包括眼睛疲勞乾澀、記憶力減退、體力衰弱、出現皺紋及腸胃道功能減退；每月購買保健食品頻率集中在1至2次；取得保健食品相關資訊管道為親友推薦、專業人士介紹及電視廣告；購買通路以藥妝店/藥局、直銷及量販店為主；常使用之保健食品種類為維他命、葉黃素、益生菌、雞精及葡萄糖胺。另外，熟齡族群消費者所重視之保健食品產品要素包括：是否經過「檢驗合格」、產品的「使用期限」及產品「製造日期」。在熟齡族群購買意願之調查結果中顯示，大學/大專院校及研究所以上學歷之族群對於保健食品的購買意願明顯高於教育程度為高中/職的受測者；擁有越健康之生活型態者，對於保健食品的購買意願也越高。而口碑推薦因素會正向影響消費者的保健食品購買意願，因此，建議廠商可以運用口碑行銷來促進熟齡族群的購買意願。

關鍵字

保健食品；熟齡族群；購買意願；人口統計變數；生活型態；產品評估變數

並列摘要

Opinions from government and biotech company is strongly proved that the healthy food industry will have a good potential to develop, also the public rising healthy concept. According to the aging society, mature group will become to a main consumer in the future. Build on the previous scholars research, our study set the mature consumer as a target audience, named the age between 40-65 as mature group and discuss which factors can influence them purchasing healthy food a lot. Our questionnaire is released by the web and totally get 381 valid. Form the data analysis, the main problems which the mature group meet are the eye fatique；poor memory ability；losing energy；wrinkles and bad condition of digest system. Depending on the consumer behavior researching results, mature consumer almostly buying healthy food one or two times per month at drugstore；relying on the recommendation of friend and commonly use the kind of Vitamin；Lutein；Probiotics；Chicken essence and Glucosamine. Others, what consumers care most are whether healthy food have a quality proved；the expiry and manufacture date, also we find that the mature one who have a higher education level and better living style are more welling to buy the healthy food. Finally, the most important result we find is that the good reputation factors, such as good recommendation of professional and TV commercial can strongly direct influence consumer healthy food purchase intention. Therefore our study suggests that the company of biotech in Taiwan can use word of mouth marketing to increase the consumer purchasing intention.