樂齡族對機能性保健食品之消費行為分析

台灣人重視健康與養生的風潮下，促進保健食品業的成長，年產值達1400億。廠商推出產品種類琳瑯滿目、銷售管道多元，若產品把關不嚴謹，誇大效能都會影響健康及消費糾紛。尤其在2018年台灣進入高齡化社會，樂齡族群人口數逐年增加，為預防、促進健康、活得快樂，產生食用機能性保健食品的需求，認為此食品生物萃取、成分高、效果好、安全且無副作用，可取代藥品來保養身體。樂齡族身體機能較弱，更需慎選適合自己的產品。本研究旨在瞭解樂齡族對於機能性保健食品的消費行為，包括食用行為、購買行為、需求動機、訊息來源等。本研究採用問卷調查，以年齡在50歲以上、居住在台中地區且有機能性保健食品經驗的消費族群為研究母體。採用便利抽樣，發出問卷100份，得到有效問卷89份，有效問卷回收率是89%。使用的統計方法包括敘述性統計分析、卡方分析、獨立樣本t檢定等。本研究先根據受訪者對於機能性保健食品的食用頻率，區分為重度使用者(heavy user)與輕度使用者(light user)兩個區隔，再以卡方分析與t檢定探討這兩群在消費行為上的差異，做為業者制定行銷策略之參考。

關鍵字

樂齡族；機能性保健食品；重度使用者

並列摘要

Health and any related health preserving regiment is an important trend in Taiwan. The health supplement industry has been growing rapidly, with an annual gross of 140 billion Taiwanese dollars. The supplement industry has released all kinds of various products. If these products are not under close examination, many consumer disputes may arise. Especially since 2018, Taiwan is moving towards a senior society. The senior population is growing each year. Therefore, the need for providing high quality, effective and safe function and healthy food is important since seniors’ body functions are much weaker. This study’s purpose is to understand senior consumer behavior in function and healthy food, which includes consumption, purchasing behavior, demands, and source of information. The study consists of questionnaires for people over 50 of age, live in Taichung region, with the experience of consuming function and healthy food. One hundred questionnaires of convenience sampling were handed out with a return of 89 valid questionnaires, which means valid response rate equal to 89%. Descriptive statistics, chi-square analysis and independent sample t-test were used to analyze the data. This study has separated the respondents into heavy users and light users based on usage frequency. Then chi-square analysis and t-test were used to analyze the differences in consumption behavior between heavy users and light users. The empirical results are used as a reference for the firms in making marketing strategies.