女性消費者對於健康食品消費及認知之研究-以大台北都會區為例

近年來隨著人們健康意識的提升，對於飲食的健康越來越關注，進而使健康食品成為國人的喜愛。根據文獻指出，女性消費者是健康食品主要的銷售對象。因此，本研究是以女性消費者為研究對象，其針對具有消費能力之女性消費者，所以鎖定20歲以上之女性消費者。此外，根據文獻指出，都會區對於健康食品的銷售狀況為最高，因此，本研究鎖定大台北都會區，其抽樣方式是採取立意取樣法，依照大台北都會區的行政區發放。正式問卷共發放1300份，回收問卷達1250份，有效問卷達1180份，有效率為94.4％。問卷回收後，立即利用Excel 2007進行問卷編碼及建檔，再進行SPSS10.0進行統計分析，其研究方法包括，信度分析、敘述性統計分析、獨立樣本t檢定、單因子變異數分析、雪費事後比較法、逐步迴歸分析、相關分析。健康食品認知和健康食品消費問卷中的Cronbach’s α值分別為 .80和 .86。健康食品消費構面下的購買意願達統計上顯著差異，葷食者其購買意願高於素食者。購買意願、購買通路、購買動機、購買資訊，會因為學歷程度的差異而導致看法與認同上的不同。購買意願、購買通路，會因為個人月收入的差異而導致看法與認同上的不同。購買資訊會因為健康狀況的差異而導致看法與認同上的不同。購買意願、購買通路、購買動機、購買資訊，會因為健康食品月花費的差異而導致看法與認同上的不同。健康食品認知下的法規性達統計上顯著差異，葷食者的法規性認知高於素食者。營養性、機能性、飲食性、法規性，會因為學歷程度的差異而導致看法與認知上的不同。法規性，會因為婚姻狀況的差異而導致看法與認知上的不同。營養性、法規性會因為健康狀況」的差異而導致看法與認知上的不同。營養性會因為健康食品月花費的差異而導致看法與認知上的不同。健康食品的消費與健康食品的認知有影響；健康食品的消費與健康食品的認知有正相關。

關鍵字

女性消費者；健康食品；健康食品消費；健康食品認知

並列摘要

The awareness for health and wellness has been significantly increased recently, people express more and more concern for safe and health of food than ever, the health food become nowadays the preferable choice of consumers. According to various studies, female consumers are main targets of health food sales. So far, this study hence intends to take female consumers as study objects, especially those with consuming ability and over 20 years old are selected by this study. In addition, as indicated by literatures, the sales amount of health food at metropolitan is higher than other areas, in Metropolitan of Taipei are thus chosen by this study the purposive sampling method is used, and samples are released in all the administrative districts in Metropolitan of Taipei. Totally 1300 questionnaires were distributed and 1250 were returned, while 1180 were effective, effective rate reached 94.4%. The Excel 2007 was used immediately by author after receiving the returned questionnaires for questionnaire coding and achieving, followed by statistical analysis with SPSS10.0, the examination methods employed include reliability analysis, descriptive statistics, independent sample t test, ANOVA tables, correlation analysis, Scheffe’ analysis, regression analysis, correlation analysis . The Cronbach’s α value of cognition for health food and health food consumption in the questionnaires is .80 and .86 respectively. The purchase intention of health food consumption dimension reaches statistically significant difference and purchase intention of non-vegetarian is higher vegetarian. The purchase intention, purchase access, purchase motivation, and purchase information would cause difference in viewpoint and identification of consumers with different education degree. The purchase intention and purchase access would cause difference in viewpoint and identification of consumers with gap in monthly income. The purchase information would cause difference in viewpoint and identification of consumers with different health status. The purchase intention, purchase access, purchase motivation, and purchase information would cause difference in viewpoint and identification of consumers with different health food expenditure. The statutory of health food recognition attains statistically significant difference, while the statutory of non-vegetarian is than vegetarian. The nutrition, function, diet, and statutory would cause difference in viewpoint and identification of consumers of different education degree. The statutory would cause difference in viewpoint and identification of consumers of different marital status. The nutrition and statutory would cause difference in viewpoint and identification of consumers of different health status. The nutrition would cause difference in viewpoint and identification of consumers with different health food expenditure. Influential is shown between health food consumption and health food cognition. A positive correlation is shown between health food consumption and health food cognition.