紅麴調節血壓保健產品開發之問卷調查研究

Study on the Questionnaire for the Development of Monascus -Fermented Product with Antihypertension

王麗淳(Li-Chun Wang) ； 潘子明(Tzu-Ming Pan) ； 蔡宗佑(Tsung-Yu Tsai)

《臺灣農業化學與食品科學》 55卷2期 (2017/04) Pp. 81-97

https://doi.org/10.6578/TJACFS.2017.009

摘要

近年來國民對保健與健康的意識提升，紅麴經研究證實為多功效保健食品，且具調節血壓之潛力。但在進行新產品開發，目前仍無法了解消費者是否能接受紅麴調節血壓保健產品。因此本研究參考Engel, Kollat, Blackwell (EKB)模式以問卷調查研究消費者對紅麴調節血壓保健食品之信心與產品開發要素。調查對象為20歲以上可能具有購買保健食品潛力的成年人。抽樣方法採滾雪球抽樣的隨機抽樣方式進行問卷調查，在北中南東四區發送問卷，正式問卷共發放1,171份，回收969份，回收率82.75%。利用敘述統計量、t檢定、單因子變異數分析、相關性分析與多元迴歸分析進行不同統計數據分析。本研究結果以回歸與路徑分析證實一般保健食品的認知可直接或間接透過過去保健食品購買行為與產品銷售影響因子而影響紅麴調節血壓產品之信心。過去保健食品購買行為可直接或間接透過一般保健食品的認知與產品銷售影響因子而影響紅麴調節血壓產品之信心。而產品銷售影響因子則是直接正向影響紅麴調節血壓產品之信心。消費者對紅麴調節血壓產品信心與對紅麴調節血壓產品之可接受售價具有低度顯著正相關。居住地( p ＜ 0.01)、年齡( p ＜ 0.05)與過去是否定期食用調節血壓保健食品(p ＜ 0.01)等因素會顯著影響紅麴調節血壓產品可接受之售價。結果與喜好度綜合整體分析，建議銷售據點可著重於藥局或藥妝店，鎖定50-59歲與過去有定期食用調節血壓或紅麴保健產品客群，並搭配研究認證與行銷推薦。消費者較能接受售價於500-1,999元之錠劑與膠囊。上述建議期望能提供給紅麴調節血壓產品業者產品開發之應用。

關鍵字

紅麴 ； 高血壓 ； 保健食品 ； 問卷調查 ； 產品開發

並列摘要

In recent years, health awareness of nationals gradually increased. Monascus product was proven as the multi-functional food, and with antihypertensive potential. However, before the product development, the acceptance of consumer on antihypertensive Monascus product was still unknown. Therefore, this study is to investigate the consumer confidence and development factors of antihypertensive Monascus product using questionnaire analysis with Engel, Kollat, Blackwell (EKB) model. The survey object is the adults over 20 years old with the potential to buy health food. Purposive sampling was used as the research method. Questionnaire was carried out in the northern, central, southern, and eastern Taiwan. A total of 1171 copies were issued, 969 were recovered and the recovery rate was 82.75%. The questionnaire was collected and statistics analyzed using narrative statistics, t test, analysis of variance (ANOVA), correlation coefficient analysis, and multiple regression analysis. In the results, the recognition of the general health food awareness were proven to positively affect the confidence of antihypertensive Monascus product with direct effect or indirect effect through the past purchase behavior of health food and product sales impact factors. The past purchase behavior of health food were proven to positively affect the confidence of antihypertensive Monascus product with direct effect or indirect effect through the recognition of the general health food awareness and product sales impact factors. There were significant low correlation between the confidence and the acceptable price of antihypertensive Monascus product. Furthermore, the residential area ( p ＜ 0.01), age ( p ＜ 0.05) and the past behavior of regularly eating antihypertensive health food ( p ＜ 0.01) would significantly affect the acceptable price of antihypertensive Monascus product. In the comprehensive holistic analysis with statistic results and preference degree analysis, this study suggested the sales offices can focus on the pharmacy or drug store, people aged 50-59 years old and who regularly eating antihypertensive or Monascus health food may be the target customers. Research certification and marketing recommendations were also the important marketing factors. Consumers can accept the lozenges and capsules products with the price range of NTD 500-1999. We hope this study can provide the substantive application for the development of antihypertensive Monascus product.

並列關鍵字

Monascus ； antihypertensive ； Health food ； Questionnaires ； Product development