台灣地區老年人保健食品消費行為之研究

摘要由於醫學發達、生活富裕使得人類平均壽命延長，銀髮族人口極速大幅成長間接也帶動銀髮產業之發展，且老年人自我健康意識逐漸提升對於營養的攝取也愈受重視，使得健康食品大受青睞，銀髮族已被視為一個具有強大消費力的潛在市場，有了解該族群的消費型態之必要性。因此本研究將針對台灣老年人購買健康食品的消費行為進行研究，主要研究目的為：1.瞭解老年消費者對健康食品的消費行為與服用之情形；2.瞭解老年消費者購買健康食品消費行為之決策因素。本研究進行問卷調查後共得1071份有效樣本並利用SPSS統計軟體，分析老年消費者之人口統計變數、健康食品服用情形及購買經驗對購買行為中決策因素之影響，研究結果歸納如以下各點： 1.研究對象中有43.9%有服用健康食品，服用的種類以各類維他命與鈣片為居多；其服用的原因為補充營養與增強體力，服用期間以二年以下為多數。 2.有服用健康食品的研究對象對於健康食品的資訊來源以親戚朋友與醫生為主，其中有58%是自己購買，購買地點以中、藥房最為普遍，消費金額在一千元之內，平均二個月至半年購買一次。 3.購買決策因素經主成份分析萃取後縮減成直覺誘導、涉入與品牌三個因素，並與人口統計、購買與服用經驗等三變數進行變異數分析。結果發現人口統計變數中僅居住地區對品牌因素有顯著差異;服用原因變數對直覺誘導、品牌及涉入因素皆有顯著差異;而資訊來源、服用種類及期間三變數亦對涉入因素有顯著影響。 4.人口統計變數中，性別、每月可支配所得與居住地區三變數對未服用原因亦存在顯著差異。

關鍵字

老年人；健康食品；消費行為；決策因素

並列摘要

Abstract The progress of medical science has successfully extended human being’s life cycle. As a result, the population of seniors has been growing for decades. Elder’s industry is hence beneficiated. On the one hand, seniors are a richer segmentation; On the other hand, seniors are more flexible to consume. While seniors are serious about their health and life extension, dietary supplement has become one of the fast growing elder’s products. Seniors’ consumer behavior on dietary supplement is hence a valuable research topic. This study aims at the elder’s consumer behavior of dietary supplement in Taiwan. The main research purpose is: 1. To realize the elders' consumer behavior of dietary supplement. 2. To realize the decision factors of the elders’ consumption. A research questionnaire was design with detail. 1071 effective sample over the whole island were collected. Through factor analysis, t-test, variance analysis by SPSS? statistical software, the study successfully analyze demographic variable of the elders' consumer, dosage, consumption experience. The conclusion are as following： (1)43.9% of the responding seniors take dietary supplement. Multi-Vitamin and Calcium are the most common supplement they take. Most of the seniors have taken supplement for less than 2 years. The most important factor for the seniors to take supplement is to enhance their physical strength. The most important factor for those who do not take supplement is the too-expensive price. (2)The most important information sources of buying supplement are friends and doctors. 58% of the responding seniors purchases supplement by themselves, mostly at the pharmacy. Averagely seniors spend less than NT$ 1000 per month with a frequent consumption of every two months. (3)Principal Component analysis was applied, the major decision factors were found to be ”Intuition derivation”, “Involvement”, and “Brand Name ”. (4)It is significant different in gender, income and residing area for those who do not take supplement.