保健食品態度與消費行為之性別差異研究-以桃園縣國民小學教師為例

Gender Difference in Health-Food Attitude and Consumption Behavior—A Case Study on Elementary School Teachers in Taoyuan County

林佩采(Pei-Tsai Lin)

指導教授 ： 陳芬苓

元智大學/人文社會學院/社會暨政策科學學系/碩士(2011年)

摘要

本研究欲瞭解兩性保健食品態度與消費行為之現況及性別差異，利用多元迴歸分析探討在不同人口背景變項 (如年齡、家庭月收入、婚姻狀況、健康狀況)同時存在之下，性別對保健食品消費行為的影響，及性別健康意識、食用保健食品期望和保健食品消費行為特性對保健食品消費行為的預測力，並探討桃園縣國小教師性別健康意識與食用保健食品期望和保健食品消費行為特性之間的關係。
本研究以桃園縣九十九學年度之縣立國民小學現職專任合格教師為調查研究之母群體，採分層二階段等機率抽樣，共抽取有效樣本385人，利用「消費行為現況調查」、「性別健康意識量表」、「食用保健食品期望量表」、「保健食品消費行為特性量表」等量表進行資料蒐集，研究結果顯示：
一、桃園縣國小教師保健食品消費行為，女性教師的比例比男性教師高。
二、桃園縣國小教師性別健康意識在統計上沒有性別差異。
三、桃園縣國小女性教師比男性教師對食用保健食品有更高的期望。
四、桃園縣國小女性教師比男性教師更重視保健食品消費行為特性。
五、桃園縣國小教師的性別健康意識越高，食用保健食品期望也越高，兩者
間顯著正相關。
六、桃園縣國小教師的性別健康意識越高，保健食品消費行為特性也越高，兩者間顯著正相關。
七、桃園縣國小教師的性別與食用保健食品期望對於保健食品消費行為具有顯著的預測力。
由研究結果可以得知，兩性對於性別健康意識形態上，仍然存在傳統性別刻板化印象，且健康商品化，讓保健食品成為大眾普遍健康消費的食品，由於民眾對產品特性與價格的重視，故需針對消費者真正的需求點與內心的想法作健康行銷；最後也根據研究結果，對政府政策、教育相關單位、保健食品行銷相關業者以及後續研究提出建議。

關鍵字

國小教師 ； 保健食品 ； 消費行為 ； 性別差異

並列摘要

This study aims to investigate existing health-food attitude and consumption behavior in terms of gender difference, utilizing multiple-variable recursive analysis, under different demographic variables, such as age, family income, marital status and health status, to examine the impact of gender on health-food consumption behavior, health-awareness and willingness for health-food consumption, as well as the prediction of health-food consumption behavior from the consumption behavior patterns. Also inspected is the specific relationship of elementary school teachers’ gender health-awareness with willingness for health-food consumption and health-food consumption behavior patterns in Taoyuan County.
In this study, the researched population consists of incumbent qualified full-time elementary school teachers of 2010 in Taoyuan County, and the stratified two-stage sampling method is employed with a total of 385 effective samples achieved. Four scale tables—“Current consumption behavior patterns," "Gender awareness of health,” “Willingness for health-food consumption" and "Health-food consumption behavior patterns"—are used as tools for data collection. The research results indicate as follows:
1.Female teachers have a higher ratio of health-food consumption behavior than male ones.
2.Gender awareness of health is little statistically influenced by genders.
3.Female teachers have higher willingness to consume health food than male counterparts.
4.Female teachers value more health-food consumption behavior patterns than male ones.
5.There exists a significant proportional relationship between the gender awareness of health and willingness for health-food consumption.
6.Gender awareness of health is obviously proportional to the strength of health-food consumption behavior patterns.
7.Gender and willingness for health-food consumption can well predict health-food consumption behavior.
The research outcome reveals that there still exist sexual stereotypes in gender awareness of health. Moreover, considering consumers’ emphasis on health-food price and quality, the marketing and promotion of health food demands focusing more on consumers’ real needs and fitting further into their inner thoughts to make health food pervasively reachable. Lastly, some suggestions, founded on the results, are offered to government for policy making, education-related authorities, health-food marketing industry and subsequent studies.

並列關鍵字

Elementary school teachers ； Health food ； Consumption behavior ； Gender difference

參考文獻

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