台北市民對健康食品認知與消費行為之研究

The Study of Consumer Behavior and Cognition of Health Foods in Taipei

陳琪婷(Chi-Ting Chen) ； 何偉瑮(Wei-Li Ho) ； 陳政雄(Shaun C. Chen) ； 謝邦昌(Ben-Chang Shia)

《觀光旅遊研究學刊》 2期 (2007/10) Pp. 1-21

https://doi.org/10.29689/JTTR.200710.0001

摘要

本研究旨在探討台北市民對健康食品的消費行為，研究設計採量化的問卷調查法，佐以電腦輔助電話問卷調查方法（簡稱CATI系統）收集及分析資料。研究對象為參與電話訪談的1804位20歲以上臺灣地區居民，訪談資料以描述性統計及交叉分析法分析。研究結果顯示：三成受訪者表示曾購買過健康食品，其中仍有繼續食用者約佔四成六。多數受訪者在藥局（房）或是由直銷業者中購買到健康食品，平均花費金額多在三千元以下；不同的背景變項在健康食品消費行為上皆有部份顯著差異。研究結果可提供業者改進目前健康食品之推廣方式，並做為政府有關單位加強目前健康食品管理與宣導工作的參考資料。

關鍵字

健康食品 ； 消費行為 ； 電腦輔助電話問卷調查方法

並列摘要

The purpose of this study was to examine the consumer behavior of health foods in Taipei .A quantitative survey study was developed and the Computer-Assisted Telephone Interviewing System (CATI) was used to collect and analyze data. A total of 1804 subjects participated in the study. Descriptive statistics were computed for each variable and nonparametric tests were conducted to determine if health foods consumption patterns significantly differed in background variables. 30% of the consumers indicated that they have bought the health foods before, and among them still 46% of consumers are eating the health foods. Most of the consumers bought their ”health foods” from drug stores and the average costs are under 3000 dollars. The results of the research show that different background variables have significant differences on consumer behavior of health foods. These findings can be provided for manufacturers of health foods to improve their promotion, and also for the government to enhance the quality of health foods management.

並列關鍵字

Health foods ； Consumer behavior ； Telephone Survey