影響高端消費者購買保健食品之因素探討

2018年台灣65歲以上老年人占總人口14.1%，正式邁入「高齡社會」。根據中華穀類食品工業技術研究所的調查，2017年台灣國內保健食品預估產值高達775億，顯示人們除了尋求傳統醫療體系來維持健康之外，對健康食品的需求也增加，對企業而言也是值得發展的事業。然而對於高端消費者的健康食品消費行為影響的因素仍待釐清。本研究將高端消費者購買保健食品，視為追求健康行為的預防性行為，以健康信念模式為基礎，採用問卷調查南部工商經營社與扶輪社兩社團成員，工商經營社的社員為76人，扶輪社的社員為45人，兩個社團的社友總人數為121人，其中有53%為公司負責人共有64人，其餘社友為大型企業的高階主管，這些企業負責人所代表的公司平均資本額約為四千萬元，分析後提供一個整合性的模型，預測高端消費者的保健食品購買行為。問卷變項包括影響購買保健食品的四個主要構面，「威脅性認知」、「行為評價」、「主觀規範」、「自覺行為控制」及「購買意願」與「購買行為」，另加入健康信念模式的行動線索，「自評健康」及對台灣的「健康食品認證制度的認知」構面。透過社團Line 群組發送線上問卷。發出121份，回收113份，經刪除未填寫完整的無效問卷後，有效問卷為105份，問卷回收率87%。問卷回收後進行SPSS統計分析。以「購買意願」為依變項所做階層複迴歸分析結果顯示，年齡41-50歲的人（β，0.26，p<0.01）比起31-40歲的受訪者，其購買保健食品的意願較高；健康信念模式構面中的「威脅性認知」（β，0.23，p<0.05）、「對保健食品的評價」（β，0.39，p<0.001）、「自覺行為控制」（β，0.35，p<0.001）這幾個變項正向影響受訪者對於保健食品的購買意願且達到統計上顯著水準（p值<0.05）。以「購買行為」為依變項所做階層複迴歸分析結果顯示，「購買意願」對「購買行為」有影響（β，0.62，p<0.001），購買意願此變項正向影響受訪者的保健食品購買行為且達到統計上顯著水準。

關鍵字

高端消費者；健康信念模式；消費者行為；保健食品

並列摘要

In 2018 the population of 65 years old share 14.1% of Taiwan total population. Taiwan is going to be a senior society. According to the survey of China Grain Products Research Development Institute, Taiwan health food industry 2017’s output will be 77.5 Billion NTD, it means beside public health care system people will utilize health food to enhance their health status. The needs for health food will increasing and it means a big chance for the health food company to run this business. However, the consumer behavior toward health food still not yet been identified, thoroughly. In this survey, purchasing health food have been taken as a behavior of prevent ill activity. Apply Health Believe Model as a foundation theory, utilizing Questionnaire to investigate how two club’s (International Management Council, IMC Rotatory Club) members who 53% are company’s director and the rest are the management level of a company, the company’s average capital represented by these directors are about 40 Million NTD, how these high-end customer purchase health foods and after analysis to form a high-end customer behavior model. Variables including HBM’s 4 main dimensions (Threat Perception, Behavioral Evaluation, Subjection Norm, Perceived Behavioral Control) and Behavioral Intention, Behavior. Cures to action of health self-identity and the knowledge to Taiwan Health food certifying system are also included. Questionnaire are delivered via Line. 121 questionnaires have been delivered, collect valid 105(87%). Through SPSS Statistical analysis, took Behavioral Intention as Dependent Variable, the Regression result shows Age 41 to 50（β,0.26, p<0.01）compares with age 31-40 have more intention to purchase health food. Threat Perception (β,0.23, p<0.05), Evaluation toward Health food (β,0.39, p<0.001)) Perceived Behavioral Control (β,0.35, p<0.001) effective significantly the intention of purchase health food. Took Behavior as Dependent Variable, the Regression result shows Behavioral Intention (β,0.62, p<0.001) effective significantly the purchase behavior of health food.