長久以來,國人就有進補養生的觀念與習慣。近年來,台灣由於步入工商業時代,民眾生活型態急劇改變,除了因為工作壓力造成的睡眠不足、焦慮、憂鬱等的問題;因為飲食習慣改變,容易出現營養不均衡的現象;還有經常性爆發的食安問題等,凡此種種都促使民眾更加注意本身的健康,同時也使保健食品市場的蓬勃發展。 食品工業發展研究所出版的「2014年食品產業年鑑」內容顯示,2013年台灣保健食品市場規模為1,095億元,成長率為9.14%。該份年鑑亦指出,未來台灣的保健食品市場仍將持續看揚。 台灣的保健食品市場競爭非常激烈,保健食品業者無不絞盡腦汁以滿足消費者的需求,並得到其青睞。因此,本研究乃針對我國消費者,以層級分析法特有的系統架構分析方式,找出其選擇保健食品的關鍵因素;經兩階段的問卷調查後,發現消費者購買保健食品的主要關鍵因素依其優先次序排列為:「購買目的」、「產品屬性」與「販售通路」,在14項次要關鍵因素中,則以「自我需求」、「醫生建議」、「各大賣場」居前三位。此研究結果能使目前經營保健食品的業者或即將投入競爭行列的業者,在訂定行銷策略時能有所遵循,以滿足其顧客需求並提昇其經營績效。
Taiwanese has ideas and habits of health tonic for a long time. In recent years, Taiwan enters the time of industry and commerce and people’s lifestyle changes drastically. Problems of lack of sleep, anxiety, depression, etc. because of the work pressures; nutritional imbalance due to the changing dietary habit; frequent outbreak of food safety issues, all these have prompted people pay more attention to their own health and also to the booming of the health food market. According to the "Food Industry Almanac 2014" published by the Food Industry Development Institute, in 2013, the market size of the health food market in Taiwan was NT$ 109.5 billion with a growth rate of 9.14%. The report also pointed out that the future of Taiwan's health food market will continue to grow. Taiwan's health food market is highly competitive, therefore, this study applies the systematic and structural AHP to identify the key factors of selecting health food by the consumer in Taiwan. After two-stage questionnaire investigation, priority of the key factors for selecting the health food is: purchasing purpose, product attributes, and sales channel. For the 14 minor factors, the first three factors are self-demand, doctor’s suggestion, and big discount stores. Consequently, no matter the current health food business owner or the owner will be can act according to the results obtained from this study to fulfill the customer demand and improve their business performance when they formulate their marketing strategy.