老人失智保健食品推廣方式與產品屬性對消費者採購意願之研究─以市場消費群年齡層為例

CCUR > College of Business > Department of Business Administration & Graduate Institute of International Business Administration > Thesis > Item 987654321/45707

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/45707

Title:	老人失智保健食品推廣方式與產品屬性對消費者採購意願之研究─以市場消費群年齡層為例 The Study of Consumers' Purchase Intention on Product Attributes and Promotion Methods of Health Food for Dementia Elderly-Use Market Consumer Age Groups as Examples
Authors:	陳鳳丹
Contributors:	國際企業管理學系碩士在職專班
Keywords:	保健食品失智推廣方式產品屬性採購意願
Date:	2020
Issue Date:	2020-02-20 10:25:43 (UTC+8)
Abstract:	隨著國民所得增加、生活型態改變，現代人文明病發生率逐年上升，人口結構走向高齡化，老年疾病問題成為國人關注的議題。近幾年來養生保健的風潮盛行，讓人們逐漸重視預防醫學、日常保養等，除了透過日常飲食維持生理需求，也會透過保健食品來補充營養，因此，保健食品成為藍海商機，廠商爭先恐後進入保健產業銷售戰場，如何獲得消費者的青睞成為首要課題。本研究以老年失智保健食品為例，探討不同的推廣方式與產品屬性對於採購意願的影響，與針對消費者年齡層使用不同的推廣方式與產品屬性，對採購意願是否造成影響。本研究使用橫斷式研究設計(cross-sectional study)，採用結構式問卷為研究工具，以Google表單的形式透過網際網路發放問卷，研究對象為曾經購買過保健食品的15歲以上成人，回收有效問卷353份。研究結果顯示： (1)老年失智保健食品的推廣方式與採購意願有顯著相關。 (2)老年失智保健食品的產品屬性對採購意願有顯著相關。 (3)針對不同消費者年齡層對推廣方式與採購意願有顯著影響。 (4)針對不同消費者年齡層對產品屬性與採購意願無顯著影響。根據上述研究結果，可得知針對不同年齡的消費者打造不同的推廣方式，有助於提升消費者購買意願。也可針對特定的目標族群與進行適合的行銷計畫，以利發揮行銷策略最大效益。 With the increase in national income and changes in lifestyles, the incidence of modern civilized illness has increased year by year, the population structure has become aging, and problems of geriatric diseases has become an issue of concern to many people. In recent years, health care has become more and more popular, and people have gradually paid attention to the importance of preventive medicine and daily maintenance. In addition to absorbing nutrients from daily diet, people also absorb nutrients and maintain their physical health through health food. Therefore, health food has become a great business opportunity in the blue ocean and manufacturers are scrambling into the battlefield of the health care industry. Thus, how to gain the favor of consumers has become the top priority. This study uses health food for dementia elderly as an example to explore the influence of different promotion methods and product attributes on customers’ purchase intention, and whether using different promotion methods and product attributes for different consumers' age groups have impacts on consumers’ purchase intentions. This study uses cross-sectional study with a closed questionnaire as the main research strategy. The closed questionnaire is distributed via the Internet in the form of Google Forms. This study is conducted for individuals over 15 years old and 353 effective and credible responses were collected. The results are shown below: (1) The promotion method of health food for dementia elderly has a significant correlation with customers’ purchase intention. (2) The product attributes of health food for dementia elderly have a significant correlation with customers’ purchase intention. (3) There is a significant impact on the promotion methods and customers’ purchase intentions for consumers of different age groups. (4) There are no significant impacts on product attributes and purchase intentions for consumers of different age groups. Based on the above expected results, if different promotion methods can be applied for consumers of different age groups, it will help to increase consumers' willingness to purchase. At the same time, it is also possible to adjust the target group for specific products and carry out appropriate marketing plans to maximize the effectiveness of the marketing strategy.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

Files in This Item:

File	Description	Size	Format
index.html		0Kb	HTML	168	View/Open

View Licence

Loading...