保健食品購買訊息與購買行為之研究

A Study on Nutraceuticals Purchase Message Source and Purchase Behavior

侯明達(Ming-Ta Hou)

指導教授 ： 張鐵軍

朝陽科技大學/管理學院/企業管理系高階產業經營碩士在職專班/碩士(2018年)

摘要

本研究旨在了解消費者如何看待各種產品訊息來源與消費者的購買管道間之關係。本研究以便利抽樣法，共發出問卷250份，總共回收206份，本研究結論如下：1.最常被購買的保健食品，依序為綜合維他命、益生菌、鈣片、半乳寡糖漿、魚油、雞精；2.消費者在保健食品的購買上最重視的是產品功效，其中又以親友的使用見證(體驗)的效用；3.消費者在每月保健品的購買預算以不超過3000元為最多。4.在食用目的上，以營養補充最多，其次則為增強免疫力、增強體力，改善病情與預防特定疾病反而是少數；5.親友管道是樣本接觸保健食品訊息來源最多的，故這顯示在購買保健食品時較會優先詢問親友的食用體驗或推薦，其次則是網路與電視廣告，顯示這兩個管道是普及性相對較高的；6.在消費者採信的保健食品的訊息管道依序為親友推薦、醫護人員推薦、營養師推薦。根據結論，本研究建議為：1.40歲以下的消費者較會採用網路之訊息來源(線上)，故應持續強化網路的曝光率，使能持續增強其購買意願；2.針對50歲以上的消費者可多採用親友、醫護專業人員來做產品推廣，這樣可獲致較佳的行銷結果。
關鍵字：保健食品、產品訊息來源、購買通路、消費者行為

關鍵字

保健食品 ； 產品訊息來源 ； 購買通路 ； 消費者行為

並列摘要

The purpose of this study is to understand how consumers perceive the relationship between the various product sources and the consumer's Purchasing channel. In this study, a total of 250 questionnaires were sent out by convenient sampling method. A total of 206 samples were collected. The conclusions of this study are as follows: First, the most commonly purchased nnutraceutical are sequential vitamins, probiotics, calcium tablets, galactic-oligosaccharides, Fish oil, and chicken essence. Second, consumers pay the most attention to the purchase of health food products, which are witnessed by the use of relatives and friends (experience). Third, consumers in the monthly health care products purchase budget of no more than NTD $3000 is the most. Fourth, in terms of food consumption, nutrition supplements are the most, followed by strengthening immunity, strengthening physical strength, improving the disease and preventing certain diseases. Fifth, the relatives and friends pipeline is the source of the sample contact health food, so this is shown in when purchasing health foods, priority is given to asking about the eating experience or recommendation of relatives and friends, followed by online and TV advertisements, indicating that these two channels are relatively popular. Finally, in the message pipeline of health foods those consumers adopt Preface for relatives and friends, recommended by medical staff, recommended by dietitians.
According to the conclusion, the research suggestion is that consumers below：First, bellow 40 years old will use the source of the Internet (website), so the exposure of the network should be continuously strengthened, so that they can continue to enhance their willingness to purchase. Second, for those over 50 years old consumers can use their relatives and friends and health care professionals to promote their products, which will result in better marketing results.
Key Words: nutraceuticals, purchase message source, purchase channels, consumer behavior

並列關鍵字

nutraceuticals ； purchase message source ； purchase channels ； consumer behavior

參考文獻

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一、中文部分

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