女性消費者閱讀健康食品包裝資訊之卡片分類研究

近年來食安問題層出不窮，民眾的保健意識抬頭，再加上養生風氣的盛行，讓健康食品市場逐漸壯大，但是許多民眾卻欠缺足夠理解食品包裝上所提供資訊的相關知識。本研究擬探討女性消費者在食用及選購健康食品時，瞭解他們閱讀健康食品包裝資訊時的行為以及所偏好的內容，並且從資訊組織的角度，來探討女性消費者對於食品包裝上所習慣之資訊分類方式。本研究總共招募十七位35歲至55歲之女性消費者作為受測者，並且以基本資料問卷、卡片分類法、訪談來進行實驗，實驗前從25樣健康食品包裝上，以內容分析法擷取出總共70張卡片項目，卡片分類法採開放式分類法，給予受測者未經分類的70張項目卡片，由受測者將卡片依內容進行分類並且為每一類別命名，並且利用「OptimalSort軟體」進行群集分析之資料處理，以該軟體產生的樹狀結構圖Tree Clustering來呈現分類結果。研究結果有以下幾點發現：（一）女性消費者閱讀食品包裝時前五項會注意之資訊分別為「品名」、「品牌」、「成分」、「食品添加物之名稱」、「核准之功效」；（二）使消費者會產生閱讀不同資訊內容之情況的主要原因有字體大小、顏色、內容豐富程度、設計圖示；（三）食用對象、專業職業背景、個人習慣、健康食品標章也會影響消費者在選購不同之健康食品；（四）卡片分類法分析部分，受訪者將項目分為14個類別，分別為「價格」、「口味」、「營養成分及內容物」、「產品資訊及logo」、「產品殊榮資訊」、「產品責任險」、「消費者申訴」、「研發資訊」、「廠商相關資訊」、「產品功效標示」、「其他」、「廣告宣傳及國家認證」、「食用後處理方式資訊」、「重要效期、注意事項、食用及保存方法」。本研究實驗結果分析後所提出的資訊分類架構，能夠協助健康食品公司在設計食品包裝之時，能夠以消費者的角度來設計友善的食品包裝，以引導消費者選擇符合自身健康需求的食品，並且在研究建議的部分提出以下幾點：（一）建議政府單位可以多加重視民眾「健康食品」教育推廣的宣導，以及加強健康食品包裝、販售網通路及網站的優化，以及一般市售通路販售人員的專業知識教育；（二）建議健康食品廠商在設計包裝上資訊內容的呈現時，應考慮到民眾在瀏覽資訊內容時是否容易閱讀。最後本研究也期許未來相關研究可擴大研究對象以及分析內容之範圍，以及加入詳細的健康食品選購歷程及包裝設計。

關鍵字

健康食品；女性消費者；卡片分類法；資訊組織

並列摘要

The topic of the research is about the female consumers reading the information upward the health food packaging and preferring contents when they are choosing health food. And the research is also identify the information organization of the health food packaging contents for female consumers. The study subjects was recruited from female consumer in the age range of 35 to 55 in Taiwan. This research adopted basic information survey, card sorting and interviewing after the experiment with card sorting after the content analysis of the information upward the health food packaging. We could get 70 card items from the content of the 25 health foods’ packaging. We adopted open card sorting and let the subjects sort the 70 card items, classify, and name the classifications. The card sorting data was analyzed by 「OptimalSort」 and presented the classification result of tree clustering. The major results were below:（a）The top five information that the female consumers will notice when reading the health foods’ packaging are “Name of Product”, “Brand”, “Ingredient”, “Food Additives” and “Efficacy”. （b）The main reason let the consumer will read different contents are “Size of the words”, “Colors”, “Amount of Contents”, “Designing Pictures”. （c）”Target Eaters”, “Professtion of the Consumer”, “Personal Habits” and “Health Food Mark” will also effect consumer choose different products. （d）The classification structures results of the card sorting were that the subjects do the sorting to 14 categories：”Price”, “Taste”, “Nutritional ingredient and content”, ”Product information and logo”, ”Product special information”, ”Product liability insurance”, ”Consumer dispute”, ”Research and development information”, ”Manufacturer information”, ”Product efficacy”, ”Others”, ”Advertisement and national certification”, ”Disposal information after using”, ”Expiration date, announcements, , use and storage method”. The classification structures results could be the reference for health food companies when they design food package to be kind and good from the point of consumers and lead consumers to choose the suitable products. Based on the study results, there are three recommendations：（a）Suggest the government should pay more attention of the promoting and education the knowledge of the “Health Food” to the public. In addition, the government could strength and optimize of the health food shopping website and the sellers’ specialized knowledge of the health food shops. （b）Recommend when the health food companies design the packaging of the health food should consider of that the contents is easy and comfortable or not for consumers to read.。This study hopes that future research can not only expand the range of the subjects and analyzing contents but also add detailed health food choosing history and the packaging design.