保健食品購買訊息來源與購買管道之關係研究

隨著台灣保健醫學概念的盛行與銀髮族人口的持續增加，保健食品的商機也不斷擴增，因此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，隨著台灣保健醫學概念的盛行與銀髮族人口的持續增加，保健食品的商機也不斷擴增，因此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，有助於改善保健產品之行銷策略制定。本研究共發出問卷220份，總共回收164份。根據研究結果，提出以下結論： 1.保健食品訊息來源之信任，依序為親友推薦、醫護人員推薦、營養師推薦，較不信任之保健食品的訊息來源依序為直銷、廣播廣告、電視廣告、廣播節目、報紙廣告； 2.以電子商務(或媒體購買)為購買管道，以不信任醫護傳遞訊息來源知覺的相對影響程度為最大，其次則對「媒體廣告訊息來源知覺」為信任且影響也較大，因此得知經由電子商務或媒體購買保健食品的消費者，相對比較信任媒體廣告訊息，然而對醫護所傳遞之訊息卻反而較不信任； 3.以直銷方式為購買管道，則以信任直銷傳遞訊息來源知覺的影響程度最大，這顯示經由直銷方式購買之消費者對直銷傳遞之訊息存有較高的信任度。本研究建議，以電子商務販售方式，應持續強化在各類媒體曝光率，使能持續刺激信任媒體的消費者，增強其購買意願；採實體通路營運，則可提出使用者帶親友免費體驗之行銷模式，透過親友間宣傳，擴大消費者族群；至於傳直銷經營者，則可與營養師從業人員配合，或本身具備營養師資格，將增強對信任直銷之消費者之說服力。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

With the prevalence of Taiwan's health care concept and the continued increase in the population of the silver-haired population, the business opportunities for nutraceuticals are also expanding. Therefore, understanding how consumers perceive the relationship between various product sources and consumers' purchase channels will help improve marketing strategy for products. A total of 220 questionnaires were sent out in this study, and a total of 164 were collected. Based on the research results, the following conclusions are made: 1. Trust in the source of health food information, recommended by relatives and friends, recommended by medical staff, recommended by dietitians, and sources of less trustworthy health foods are direct sales, radio advertisements, TV commercials, radio programs, newspaper advertisements; 2. E-commerce (or media purchase) is the conduit for purchasing, and the relative influence of the source of perception is not the most trusted. The second is the trust and influence of the media media information source. Consumers who purchase health food through e-commerce or media relatively trust media advertising messages, but the messages transmitted by health care providers are less trustworthy; 3. In the direct sales way to purchase the pipeline, the direct influence of the direct source of the message source is the most influential, which shows that consumers who purchase through direct sales have a high degree of trust in the message delivered by the direct seller. This study suggests that e-commerce sales should continue to strengthen the exposure of various media, enable consumers who continue to stimulate the trust of the media to enhance their willingness to purchase, and adopt physical channels to operate, users can bring free experiences to friends and relatives. The marketing model expands the consumer community through the promotion of friends and relatives; as for the direct sales operators, they can cooperate with the nutritionist practitioners or have the nutritionist qualifications themselves, which will enhance the persuasiveness of consumers who trust direct sales. Keywords: nutraceutical, product information sources, purchase channels, consumer behavior