- 學位論文
消費者對視力保健食品購買行為的探討
A Study of Consumer Purchase Behavior for Vision Dietary Supplement
摘要
目的：視力保健食品因保養眼睛及預防眼睛退化而受到消費者青睞，成爲各通路必販售的保健食品之一。希望藉此研究了解消費者選擇視力保健食品產品行為與銷售通路之間的關係，做為未來視力保健產品生產及行銷策略規劃之參考。 方法：本研究透過網路問卷進行調查，研究對象台灣地區消費者為主。資料分析採描述性統計、獨立樣本t檢定、單因子變異數分析、迴歸分析、皮爾森相關分析。 結果: 本研究問卷共回收402份，摘列個人背景變項佔比最多數據，以女性占50.7%，35-49歲占39.6% ，職業為學生占27.4% ，未婚占48.3% ，專科/大學學歷占44% ，收入以29999元以下占40.3% ，居住地北北基宜占51.7% ，而每月願花在視力保健食品預算上，以0-500元占67.7% ，實體店面購買占73.1%。此外，在購買決策部分，未來會購買者占73.1%。 此外，本研究從獨立樣本T檢定和單因子變異數分析結果中得知，人口統計變數對視力保健食品購買意願有顯著差異。需求因素構面中的「自覺健康嚴重性」對視力保健食品購買意願有顯著正向影響。購買意願構面中的「通路」對購買決策有顯著影響。 本研究也另外透過皮爾森相關分析探討需求因素構面與購買意願構面之間的相關性，其中需求因素構面中的「自覺健康罹患」與購買意願的所有構面皆為顯著正相關。而需求因素構面中的「自覺健康嚴重」與購買意願的所有構面皆為顯著正相關。 結論:研究結果顯示，消費者人口統計變數對購買視力保健食品意願有顯著差異，部分需求因素構面對視力保健食品購買意願有顯著正向影響，部分購買意願構面對購買決策有顯著影響，此研究結果可提供業界銷售及未來臨床研究做為參考。
並列摘要
Purpose: Vision health supplement is popular and highly demanded in markets because of the effects of maintaining eye health and preventing eye degeneration. The purpose of this study is to understand the relationship between consumer’s purchase behavior of vision health supplements and market, the results can suggest the company to plan the production of vision health supplements and develop marketing strategies in the future. Methods: Online survey is conducted in this study, and the subjects are the consumers in Taiwan. We use descriptive statistics, independent sample T-test, one-way ANOVA, regression, and Pearson’s product-moment correlation coefficient to analyze the data. Results: The results showed that there are 402 valid samples in this study, where female account for 50.7%, consumers aged 35 to 49 about 39.6%, about 27.4% of consumers are students, and 48.3% of consumers are unmarried. The degree of Bachelor and Faculty account for 44%. Approximately 40.3% of consumers’ average income is below NT 29999, about 51.7% of consumers live in Taipei, Keelung, and Yilan. 67.7% of consumers’ monthly budget in vision health supplement is under NT500. There are 73.1% of consumers prefer to go to entity shop, and about 73.1% of consumers will purchase vision health supplements in the future. Besides, the results of Independent-Sample t test and One-way ANOVA showed that there are some significant differences between demographics variables and purchase intention of vision health supplements. The demand constructs of “perceived health and severity” has significant positive effect on purchase intention. And the purchase intention constructs of “place” has significant effect on purchase decision. Furthermore, the results of Pearson’s product-moment correlation coefficient showed that the demand constructs of “perceived health and disease” has significant positive correlation with all purchase intention constructs. And the demand constructs of “perceived health and severity” has significant positive correlation with all purchase intention constructs. Conclusion: The results indicate that there are some significant differences between demographics variables and purchase intention of vision health supplements. Some of perceived health constructs has significant effect on purchase intention, some of purchase intention constructs has significant effect on purchase decision. The results can provide some suggestions to the company in developing market and clinical research in the future.