- 學位論文
減肥藥物的消費者行為之研究
A study on the consumer behavior of the anti-obesity drug in Taiwan
摘要
近年來，國人對於「健康」的期望，已隨醫藥科學的進步，由疾病的治療，進而為預防醫學的提倡； 2001年衛生署公佈的「國人運動習慣調查」顯示，國內30歲以上人口中，平均每四人就有一人是屬於身體肥胖，體重管理不僅是國人應注重的健康課題且已是全球化的迫切工作。國內目前衛生署核准減肥藥物僅Redutil及Xenical兩項，根據銷售統計，消費經濟規模竟遠落後以輔助減重為訴求之減肥食品。本研究目的在探討消費者對減肥藥物的認知，以及影響其認知和購買行為之相關因素。 為探討減肥藥物消費者的認知與消費行為及其影響因素，本研究採用EKB模式作為消費者行為研究架構並設計問卷，利用隨機抽樣問卷調查方法，對所回收之370份樣本資料，進行統計分析。 經研究結果發現： 1. 高達56.2﹪的受訪者，並不知道減肥藥物與以體重管理為輔助訴求的保健食品間之差異。而95﹪的受訪者無法正確描述兩項減肥藥物的名稱；顯示消費者對減肥藥物的認知不足，消費市場資訊不對稱。 2. 消費者購買選擇過程及環境影響選項中，重視程度得分最高的均是：「安全無副作用」，消費者重視減肥藥物的安全性顯然高於廣告促銷或產品功效等。 3. 不同的「人口統計變數」在減肥藥物「購買行為」上具顯著差異。在「購買選擇過程」各構面亦具顯著差異。 4. 不同的「環境影響」分群消費者在「購買選擇過程」有顯著關係。
並列摘要
In recent years, our national expectation regards"health" already from disease treatment to preventive medicine advocacy along with progress of medicol pharmaceutical science. In 2001, The Department of Health (DOH) published “ Nationals’ exercise habit investigation” and it reveals that quarter of the population above 30 years old are obese. The body weight management is already a global issue. Presently, DOH only approves two weight-loss medicines, Redutil and the Xenical. According to sells statistics, the economical scale of weight-loss medicines is far below than the weight-lose assistant health food. The object goal of this thesis is to discuss the consumer recognition to weight-loss medicine, as well as correlation factors that affect their cognition and their purchase behavior. In order to discuss correlation factors that affect consumers’ recognition and their purchase behavior about weight-loss medicine, the EKB model is used in this thesis for questionnaire design of consumer behavior research. By use of random sampling questionnaire survey method, 370 successful questionnaires are used for statistic analysis. The results of the study reveal: 1. As high as 56.2 ﹪ participants did not know the difference between lose-weight medicines and body weight management assistant health food. 95 ﹪ participants are unable to describe the name of two approved lose-weight medicine. This demonstrated that the consumers are lack of recognition to lose-weight medicines and also the existence of marketing asymmetric information situation. 2. In the choice options for “Consumers’ purchase choice process” and “Environmental effect”, "Safe and do not have the side effect" wins the most higher points. The consumers pay much attention to lose-weight medicine’s security than to the advertisement promotion or the product effect and so on. 3. Different "Population statistic variable" reveals different in lose-weight medicine "Purchase behavior". They also shows obviously differences in "Purchase choice process". 4. Different "Environmental effects" grouped consumer reveals highly relationship in "Purchase choice process".