台灣青壯年族群對HPV疫苗採用意願之研究

Abstract

隨著人們對於健康議題的關注度越來越高，醫藥健康產品市場也逐漸受到重視，但由於諸多醫藥健康品屬於非搜尋品的特性，造成市場推廣也面臨許多困難，因此本研究主要想探討現今台灣青壯年對相關醫療健康品的採用意願與其行銷特性，以HPV（Human Papillomavirus）疫苗作為討論案例。

本研究利用深度訪談法與問卷調查法，旨在了解民眾對HPV疫苗主觀感受與施打意願的因素，加以建議探討可能行銷策略，期以提高民眾對於該類產品的接受度，為健康產品市場推廣提供新的思路與方法，進而提升整體醫療服務的重要性和民眾的疾病預防意識。經研究結果發現，整體市場狀況與民眾感受有三大特點。其一為目前青壯年族群對HPV相關認知程度低，其二為高保護力、推薦、價格為施打意願影響重要因素，其三為女性23~30族群轉換率最高，為採用意願最高族群。

故針對本研究結果對未來行銷發展方向提供相關建議，族群部分可優先考量23~30歲女性，對HPV認知、意願與行動都有明顯較高的接受度，而行銷傳播內容可著重HPV相關知識、疫苗保護力，另外行銷策略可探討口碑行銷、推薦、價格部分提供不同行銷手法，期以提高消費者採用過程各階段的轉換比例，進而提升整體接受度與健康意識。

With increasing concerns about health issues, the healthcare has gained significant importance. However, marketing in this industry faces numerous challenges due to the nature of many medical and health products as unsought goods. Therefore, the objective of this study is to investigate the adoption intention of health products among young adults in Taiwan and examine the marketing features of HPV vaccines.

To achieve this, in-depth interviews and questionnaire surveys are conducted to explore the subjective perceptions and willingness of the general public to receive the HPV vaccine. The aim is to propose potential marketing strategies that could enhance public acceptance of HPV vaccines, offering fresh insights and approaches to promote the market. Ultimately, this research underscores the significance of comprehensive healthcare services and seeks to raise public awareness of preventive health measures.

The findings reveal three key characteristics regarding the market and public perceptions. Firstly, young adults exhibit a low level of awareness regarding HPV-related knowledge. Secondly, factors such as high effectiveness, recommendations, and price significantly influence vaccination willingness. Lastly, females aged 23 to 30 demonstrate the highest conversion rate and the greatest adoption intention among all demographic groups.

Based on the findings of this study, we offer relevant recommendations for future marketing development. Targeting females aged 23 to 30 should be prioritized, as they demonstrate higher levels of awareness, interest, and vaccination regarding HPV vaccine. The marketing contents should primarily emphasize HPV-related knowledge and the effectiveness of the vaccine. Furthermore, marketing strategies could explore tactics such as word-of-mouth marketing, recommendations, and price adjustments, employing a variety of marketing techniques. These efforts aim to enhance conversion rates at different stages of the consumer adoption process, ultimately increasing overall acceptance and fostering greater health awareness.