中高齡族群對保健食品消費行為分析-以液態鈣為例

Abstract

本研究目的是探索中高齡族群對保健食品消費行為，但是以液態鈣為例。採用問卷調查法，了解中高齡族群在一般保健品、鈣補品及液態鈣方面的消費行為相關議題之態度，包含六大構面，需求認知、信任來源、產品特質、廣告行銷、行銷通路及價格接受度，研究結果發現中高齡族群明顯比較擔心自己鈣不足，認為鈣的補充很重要，並認為自己需要鈣補品，也認同「液態鈣更適合中高齡族群」。相對上，比較年長的中高齡族群重視鈣補品，因此反而比較不擔心鈣不足。就信任來源而言，比較年長的中高齡族群比較相信醫生，比較年輕的中高齡族群的信任來源包含朋友、網路社群等。就產品特質而言，液態鈣的特質幾乎都受到中高齡族群的重視與喜愛。就廣告行銷而言，中高齡族群比較不易受到廣告的影響。中高齡族群偏好多元通路普遍，也會在意液態鈣價格，所以促銷是會有效的。The purpose of this study is to explore the health food consumption behavior of middle-aged and elderly people, but with liquid calcium as an example. A questionnaire survey is adopted to understand the attitudes of the middle-aged and elderly people on issues related to general health products, calcium supplements and liquid calcium consumption behaviors, including six aspects: demand perception, sources of trust, product characteristics, advertising marketing, marketing channels and prices acceptance. The results found that the middle-aged and elderly people are obviously more concerned about their lack of calcium. They think that calcium supplementation is very important, and they think they need calcium supplements. They also agree that "liquid calcium is more suitable for middle-aged and elderly people." Relatively speaking, the older middle-to-old age groups attach importance to calcium supplements, so they are less concerned about calcium deficiency. Regarding the sources of trust, the older middle-to-old age groups trust doctors, and the younger middle-to-old age groups' trust sources include friends and online communities. For product characteristics, the characteristics of liquid calcium are almost always valued and loved by middle-aged and elderly people. Furthermore, the middle-to-old age group is less susceptible to advertising. Middle-aged and elderly people prefer multiple channels, and they also care about the price of liquid calcium, so the promotion will be effective.