| Summary: | 碩士 === 長榮大學 === 經營管理研究所 === 93 === Abstract
Recently, in Taiwan, with the prosperity of economic and the raise of national living standard, national dietary habit and life style have changed. Among the top ten death causes, most of them are so called civilized diseases, which may result from imbalance dietary and improper nutrition intake. Therefore, how to intake balance diet to prevent from diseases and to extend life healthy is the main goal of modern people they long for to pursuit. Due to increasing enhance on the concept of health care and nutrition along with the prevalence of SARS in 2003 and progress on modern medical information and biotechnology, health products has gained the attention of national people to prevent from diseases and to enhance immunity. The demand on health products is also increasing.
The purpose of this study is to survey and analyze the health products market, investigate the correlation between consumers’ background and purchase desire, investigate the correlation between consumer’s self-awareness of health status and purchase desire and awareness attitude on products, explore the correlation among consumers’ nutritional knowledge, purchase desire and awareness attitude on products, and study the correlation among the sources of health products information, purchase desire and awareness attitude on products. A random sampling method was used and research samples are those students both from high schools and vocational schools in Taiwan. Totally, 796 questionnaires were received in 1000 questionnaires, among which 707 effective questionnaires were screened. The screened samples were analyzed through factor analysis, t-test, variance analysis and regression analysis by SPSS® statistical software.
After factor analysis, there are 3 factors on the self-awareness of health status of consumers; three factors on the nutritional knowledge of consumers and four factors on the sources of health products information. Next, the relation among self-awareness of health status, nutritional knowledge, sources of health products information and attitude on health products. The research results showed that self-awareness health status, nutritional knowledge and sources of health products information have positive relation to purchase desire and awareness attitude on products for students from high schools and vocational schools. Thus, enhancing the health care and nutritional knowledge of consumers and instructions on having the right attitude as purchasing health products are the responsibilities of the government, manufacturers and mass media.
Keywords: Health products, self-awareness of health status, nutritional knowledge, health products information, purchase desire, awareness attitude on products
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