國人對靈芝膠囊產品之認知與購買行為研究

Abstract

隨著社會經濟的發展，近年來台灣民眾使用營養補充品的需求增加，而靈芝在保健食品上的重要地位，從傳統即被定為上藥，許多中醫藥典籍即有久食輕身不老、益心氣、增智慧不忘等功效記載，然而也因過去野生品質不穩定及雜菌汙染，野外靈芝子實體採集稀少等問題，較難以入民間用藥。 拜現代農業科技與食品技術所賜，靈芝已能大量生產製造，並被承認於世界各國之國家藥典列伍，近年來更因為各種不同科技應用發展，逐漸走向分子生物科技的領域，解開了許多靈芝的神秘面紗。其保健功效獲得了醫學上的高度重視，各類保健製品也跟著變多，令人目不暇給，但靈芝產品所用的原料與製程影響其保健成效，因此本研究，以靈芝的研究範圍以靈芝(Ganoderma屬)為研究對象，除分析探討近年來產業面的發展議題，也剖析有關選擇子實體與菌絲體靈芝的差意、消費意向與購買意向等消費性認知等問題，適時讓消費者能夠更深一層了解靈芝就各個發展與實際現況。再探討消費者對於靈芝相關營養補充品之購買行為，希望據此作為定位及行銷策略之參考。

Following the society economic development, the demand of nutrition supplement among Taiwan people is increasing. Ganoderma, with slow-aging, heart benefitting and memory improving effects, has been recorded as finest herb medicine in ancient Chinese medical books,. However, wild Ganoderma also been criticized for its quality discrepancy, germs contamination and scarcity of wild Ganoderma fruiting body which made Ganoderma ubiquitous in patent medicine. Relying on modern agricultural and food technology, Ganoderma now is able considerably cultivated and is recognized in many pharmacopoeias. Furthermore, with the molecular biology technology, Ganoderma’s healthy effect is now highly valued in medical science and various healthy products are manufactured. However, the healthy effect of Ganoderma products is highly depends on the raw material and manufactory processing. This thesis it to analyze Ganoderma including its recent industrial development, the difference between Ganoderma fruiting body and mycelium, consumer’s cognition such as consumer’s attitudes and purchase attitudes. This thesis analyzes Ganoderma industry current development and investigates consumer behaviors in Ganoderma product purchasing. The result of this thesis can be reference for related product orientation and marketing strategy.