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http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/20477
標題: | 臺灣熟齡族群對營養補充劑飲品之購買行為研究 An Analysis of Taiwan's Mature-Age Generation's Purchasing Behavior for Liquid Nutrient Supplements |
作者: | Wan-Ching Chuang 莊婉菁 |
指導教授: | 陳郁蕙 |
共同指導教授: | 孫立群 |
關鍵字: | 熟齡族群,營養補充劑飲品,聯合分析法, mature-age generation,liquid nutrient supplements,conjoint analysis, |
出版年 : | 2016 |
學位: | 碩士 |
摘要: | 近年來隨著人口結構走向高齡化,國人越來越注意身體保健,時常攝取營養
補充劑來加強身體保健,最常見的營養補充劑為保健類的營養補充劑。此外,為 了幫助中高齡人口更輕易的服用營養補充劑,市面上推出不同功效的營養補充劑 「飲品」,飲品劑型的營養補充劑可以更方便的被身體吸收,達到營養保健的功 效。本研究是以「戰後嬰兒潮」時期出生的人口,年齡介於 45 歲至 64 歲之熟齡 族群為研究對象,熟齡族群為身體開始老化和健康出現警訊的族群,比起青壯年 更需要服用營養補充劑來補充身體欠缺的營養成份;過去研究也顯示熟齡族群更 會主動蒐集保健資訊及服用相關營養補充劑來強化身體保健。本研究以臺灣本島 各縣市年齡介於 45 歲至 64 歲之熟齡族群為對象,利用問卷調查及聯合分析法探 討熟齡族群對營養補充劑飲品的購買行為研究。 本研究蒐集 518 份有效問卷,利用聯合分析法的結果可以得知,產品功能的 相對重要性最高(28.74%),接下來依序為通路(23.84%)、健康食品認證(19.76%)、 價格(17.52%)和廣告(10.14%)。再來利用兩階段的集群分析法將樣本分成四群: 「重視健康食品認證」消費群、「重視廣告、通路」消費群、「重視產品功能」 消費群和「一般消費群」,根據多項式 logit 模型的結果「重視健康食品認證」消 費群、「重視廣告、通路」消費群和「重視產品功能」消費群食用過營養補充劑 飲品的比例皆比一般消費群高。其中「重視健康食品認證」消費群和「重視產品 功能」消費群的教育程度皆比一般消費群高。「重視廣告、通路」消費群和「重 視產品功能」消費群也有比一般消費群女性多、平均一週運動次數較少等特性。 In recent years, with the population aging, more people pay attention to health care. People often take nutrient supplements to enhance physical health. In addition, to help the elderly take nutrient supplements more easily, different functions of liquid nutrient supplements are more available in the market. “Postwar baby boomer” constitute mature-age generation, who are beginning to face health problems. Compared to young people, the mature-age generation needs to take more nutrient supplements to supplement the lacking nutrients in their daily diet. Past studies have also proven that mature-age generation take the initiative to gather health-related information and take nutrient supplements to strengthen their health care. In this study, the data was collected from 518 effective questionnaires conducted on Taiwan's mature-age generation. Used was conjoint analysis and multinomial logit model as the statistical method to analyze Taiwan's mature-age generation's purchasing behavior for liquid nutrient supplements. The results of conjoint analysis shows the most important attributes to all data in an ascending order are: function(28.74%), channel(23.84%), certification(19.76%) ,price(17.52%) and advertisement(10.14%). Cluster analysis is used by individual’s part-worth to identify market segments to establish 4 distinct preference-based segments, which are: “emphasizing the certification segment”、 “emphasizing the advertisement and channel segment”, “emphasizing the function segment” and “normal segment”. The results of multinomial logit model shows “emphasizing the certification segment”, “emphasizing the advertisement and channel segment” and “emphasizing the function segment” have higher percentage in taking liquid nutrient supplements. “Emphasizing the certification segment” and “emphasizing the function segment” have higher education level. “Emphasizing the advertisement and channel segment” and “emphasizing the function segment” compared to “normal segment,” have more woman and average sport times per week are lower. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/20477 |
DOI: | 10.6342/NTU201601260 |
全文授權: | 未授權 |
顯示於系所單位: | 農業經濟學系 |
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