不同性別消費者健康消費行為之研究-以運動手環為例

Abstract

背景：近年，穿戴式健康監測裝置快速發展，市場上充斥各式的穿戴式健康監測裝置產品，其中，以運動手環為大宗，若能瞭解各類消費者對於運動手環的產品偏好、消費行為及個人健康之關聯，有助於廠商未來進行產品改良及制定相關行銷策略。 目的：以消費者行為的角度了解不同性別消費者其健康行為意向及運動量對健康消費行為之影響，並分析不同性別的消費者其購買動機傾向與運動手環之產品屬性的重視程度、個人健康行為意向之關聯性。 方法：根據消費者行為理論與相關文獻建立研究架構，並採用問卷調查法，探討消費者對運動手環產品屬性之偏好、健康行為意向及健康消費行為，總計回收355份問卷，有效問卷321份。將研究樣本依性別分為男性、女性樣本，分別針對兩組樣本進行卡方檢定及單因子變異數分析，分析檢驗消費者的運動量對購買狀態、未來購買意願及購買動機之影響；並採用皮爾森相關分析法，檢定產品屬性重視度、健康行為意向與購買動機之關聯性，其後，以羅吉斯迴歸檢驗健康行為意向及運動量對購買狀態及未來購買意願之解釋力。 結果： 一、健康行為意向對購買狀態及未來購買意願之影響：在購買狀態部分，自覺健康行為障礙愈低的男性消費者，愈傾向購買運動手環；而對於目前未購買運動手環的女性消費者，當其自覺健康行為效益愈低時，未來一年愈傾向購買運動手環。 二、運動量對健康消費行為之影響：運動量愈大的男性，愈不傾向購買運動手環。 三、健康行為意向對購買動機之影響：不論男性或女性消費者，愈重視科技因素者，自覺健康行為障礙越高；愈重視社交及健康因素的女性，自覺健康行為效益越高。愈在意品牌因素的男性，自覺健康行為障礙越高。 四、購買動機對產品屬性重視度之影響：當女性愈重視健康因素時，對於運動手環的健康管理功能愈重視；當男性愈重視科技因素時，愈在意運動手環的耐用性及基本健康管理功能； 當男性愈在意社交因素時，愈重視體能活動追蹤、提醒功能及互動性功能；當女性愈在意社交因素時，愈重視外顯的硬體功能及互動性功能。 結論：不同性別的消費者其健康行為意向與運動手環的購買動機傾向具有顯著相關，且消費者對不同購買動機的在意程度亦會顯著影響對各項產品屬性的重視度具。因此，廠商可依據性別、購買動機傾向將消費者加以分類，根據不同類型消費者重視之產品屬性及其健康行為意向，提供產品改良建議及差異化的行銷策略。

Background: In recent years, wearable health device products innovate rapidly. There are various of wearable health device with multiple function nowadays. If the product preference of different customer cluster could be defined and the relation of health behavior and health consumer behavior are built, it will be helpful for the company of sport bracelet to improve product and develop marketing strategies. Objectives: It is aim to understand the relation among health behavioral intention, volumes of exercise, and health consumer behavior of sport bracelet in different gender. Also, it is helpful for understanding consumer behavior that measuring the effect of importance of product characteristics, and health behavioral intention by different purchasing motivation. Methods: the research model is based on consumer behaviors theory and references. Using the methodology of questionnaire survey which contains the frame surface of health behavioral intention, volumes of exercise, product characteristics, and health consumer behavior. After collecting 355 questionnaires with 321 copies of them were found to be effective, the data were divided into female and male sample. The data was analyzed by chi-square test, one-way ANOVA, Pearson’s produce-moment correlation to investigate the relation among health behavioral intention, volumes of exercise, product characteristics, and health consumer behavior of sport bracelet. Results: For male costumers, the greater amount of exercise per week, the less preference of buying sports bracelet. About purchasing motivation, the sport bracelet consumers are primarily motivated by health claim and are most concerned about waterproofing and battery life. When women are more concerned about health factors, they put more emphasis on health management function. When men are more concerned about technological factors, the more they attach importance to durability and basic health management functions. If men are more concerned about social factors, the higher regard they have for tracking and reminding of physical activity, and interactive function. When women are more concerned about social factors, they pay more attention to explicit hardware and interactive function. In the part of health behavioral intention, as the customer put more emphasis on technological factors, they have higher perceived barriers of health behavior to exercise. When women are more concerned about the social and health factors, the perceived benefits of health behavior to exercise is higher for them . When men are more concerned about the brand factor, the higher perceived barriers of health behavior to exercise they have. When men have lower perceived barriers of health behavior to exercise, they are more preferred to buy sports bracelet. When women do not own a sports bracelet now and they have a lower perceived benefits of health behavior to exercise, they are more preferred to buy sports bracelet within a year. Conclusions: After segmenting Consumer by gender and the preference of purchasing motivation, the differentiated Marketing and products improving strategies could be developed based on preferences of product function and personal health behaviors to promoting sales.