健康資本促進和管理 - 鍋具使用偏好與購買行為之研究

Abstract

本研究以「健康資本促進和管理」為核心，探討台灣消費者在鍋具使用偏好與購買行為上的特徵與差異。研究目的在於了解不同年齡層、居住地區與收入水準之消費者，如何在選購鍋具時考量健康、安全與功能等因素，並進一步分析品牌選擇與支付意願，藉以建構鍋具消費行為與健康資本中「健康飲食」的關聯。研究方法採用線上問卷調查，共回收有效樣本314份，並進行描述性統計與交叉分析。研究結果顯示，鍋具為家庭日常料理的核心烹調工具，多數消費者在選購時最重視「安全無毒材質」的產品特點，且願意為健康、無毒、環保的材質支付較高價格。受訪者主要集中於新台幣3,000–5,999元（40.4%）及1,000–2,999元（35.0%）之價格區間。交叉分析發現，北部及桃竹苗地區消費者更重視品牌形象與功能性，中南部地區則偏重價格與耐用度；不同年齡層在品牌影響、購買通路及資訊來源上亦呈現差異。此外，收入與健康認知亦顯著影響消費者的支付金額。

本研究指出，鍋具消費已不僅是廚房工具的選擇，更反映個人「健康資本管理」的重要實踐。無論出於汰舊換新、家庭需求或嬰幼兒食品準備，受訪者普遍展現對「健康飲食」與「健康生活」的高度重視。研究中近九成受訪者表示「非常願意」或「願意」為健康、無毒、環保的鍋具支付額外費用，顯示「健康烹煮、健康飲食」之健康意識已成為主流價值觀。

研究結論建議政府可協助推動鍋具產業建立「健康鍋具」的檢驗標準或認證標章，讓消費者更容易辨識並安心選購「健康、安全、環保」之健康鍋具，鼓勵民眾自煮料理、均衡飲食，為自己與家人守護健康，長期持續的累積與管理健康資本。

This study centers on the concept of Health Capital Promotion and Management, exploring the characteristics and differences in cookware usage preferences and purchasing behaviors among Taiwanese consumers. The research aims to understand how consumers of different age groups, residential regions, and income levels consider factors such as health, safety, and functionality when purchasing cookware. It further analyzes brand selection and willingness to pay, thereby establishing the relationship between cookware consumption behavior and “healthy eating” within the context of health capital. The research adopted an online questionnaire survey, collecting 314 valid samples, and applied descriptive statistics and cross-tabulation analysis.The results indicate that cookware serves as a core tool in daily household cooking. Most consumers prioritize “safe and non-toxic materials” when purchasing cookware and are willing to pay higher prices for products made of healthy, non-toxic, and environmentally friendly materials. Respondents were mainly concentrated in the price ranges of NT$3,000–5,999 (40.4%) and NT$1,000–2,999 (35.0%). Cross-tabulation analysis revealed that consumers in northern Taiwan and the Taoyuan-Hsinchu-Miaoli region place greater emphasis on brand image and functionality, while those in central and southern regions focus more on price and durability. Differences were also observed among age groups regarding brand influence, purchasing channels, and information sources. Moreover, income level and health awareness significantly affect consumers’ payment levels.This study suggests that cookware consumption is no longer merely a matter of kitchen utility but represents an important practice of personal health capital management. Whether motivated by product replacement, family needs, or baby food preparation, respondents generally demonstrated strong concern for “healthy eating” and “healthy living.” Nearly 90% of respondents stated that they are “very willing” or “willing” to pay extra for healthy, non-toxic, and eco-friendly cookware, indicating that the awareness of “healthy cooking and healthy eating” has become a mainstream value.The study concludes by recommending that the government assist the cookware industry in establishing inspection standards or certification labels for “healthy cookware.” Such measures would help consumers more easily identify and confidently purchase cookware that is healthy, safe, and eco-friendly, thereby encouraging home cooking and balanced diets. Through these practices, individuals can safeguard the health of themselves and their families while continuously accumulating and managing their health capital over the long term.