民眾健康促進生活型態對保健食品購買行為之影響

研究動機及背景：因健康促進的觀念日趨重要，期望透過本研究來探討保健食品購買行為、健康促進生活型態及人口統計變項之間的關係。研究方法：本研究採用橫斷面研究設計。應用網路問卷收集研究資料。問卷發放時間自109年4月1日至109年6月30日止，共回收網路問卷411份，其中排除5份未曾購買保健食品之研究對象問卷，故有效問卷共406份，有效問卷回收率為98.8%。採用SPSS 22.0版統計軟體進行資料分析。研究結果：民眾的年齡、個人平均月所得及教育程度對於其健康促進生活型態有顯著影響；民眾的年齡及教育程度對於其保健食品的購買行為有顯著影響；民眾健康促進生活型態構面的「自我實現」、「營養」、「人際支持」及「壓力處置」與消費者對保健食品購買行為構面的「產品」之間呈現顯著正相關。結論：民眾健康促進生活型態會影響他們選購保健食品的態度，從行銷的角度建議保健食品的銷售者可以在保健食品的行銷活動中加強與消費者的自我實現、營養等概念的連結。

關鍵字

保健食品；健康促進生活型態；購買行為

並列摘要

Research motivation and background: The idea of health promotion has become more important these days, and we expect to investigate the relations between the purchase behavior of health food、Health-Promoting Lifestyle and demographic variables. Method: This research adopted cross-sectional study program, and should use Internet questionnaire to collect research data. The release time of the questionnaire were from April/01/2020 to June/30/2020.We received 411 portions of Internet questionnaire, and after excluding 5 portions that haven’t bought health food before, the total number of valid questionnaire is 406 portions, which was 98.8 percent of recovery rate. We adopted SPSS 22.0 version statistical software to analyze the data. Result: People’s age、personal average month income and education level had significant effects on their health promotion lifestyle; people’s age and education level had significant effects on their purchase behavior of health food; Also, people’s health promote lifestyle’s type “Self-actualization”, “Nutrition”, “Interpersonal support” and “Stress management” had notable positive correlations with the “Product” aspect of consumers purchasing behavior of health food. Conclusion: People’s health lifestyle would influence their attitude while purchasing healthy products, and from the marketing aspect, we suggest that the heath food sellers can reinforce the connection between marketing activities and ideas such as consumers self-actualization、nutrition.