應用市場區隔分析大專生蔬果攝取行為之研究－－以某技術學院二專部學生為例

Market segmentation analysis for fruit and vegetable intake by college students in an institute of technology

本研究目的在瞭解大專學生的蔬果攝取情形，並依知覺蔬果攝取利益／障礙因素進行蔬果攝取行為之市場區隔分析。研究對象為某技術學院二專部學生，共回收有效問卷559份。研究結果樣本的蔬果攝取總量為平均每日3.36（標準差±3.65）份，有83％的樣本未達每日建議攝取量。女性、住家裏或親友家者、體重過重者的攝取量較高。知覺蔬果攝取利益／障礙的五個因素構面為：健康利益、壞處及價格、減重利益、購買準備考量及便利性。集群分析結果區隔出三個集群：「健康導向群」(39.51％)、「務實兼顧群」(38.43％)及「便利導向群」(25.66％)。此三群消費者在蔬果攝取量和健康促進生活型態的表現有顯著不同。本研究建議可運用市場區隔作為健康促進及衛生教育需求評估的工具。

The purpose of this study was to gain an insight into fruit and vegetable intake among college students, and to determine how the sample clustered according to the factors derived from the perceived benefits/barriers of fruit and vegetable intake. The subjects were the students in an institute of technology, from which 559 usable surveys were returned. The results show that the mean fruit and vegetable consumption was 3.36 (±3.65 SD) servings per day. There were 83% of the students studied didn't achieve the recommendations. Female, students who lived at home, relatives' or friend's home, and overweight students had a higher intake. The perceived benefits/barriers items of fruit and vegetable intake were classified into 5 component factors that were labeled as fallows: health benefits, harm and cost, weight-loss benefits, purchase/preparation concerns and convenience. Students were divided into 3 groups on the basis of cluster analysis: health-oriented (39.51%), utilitarian (38.43%) and convenience-oriented (25.66%). There are significant differences in fruit and vegetable consumption and the health promotion life style existing between the clustered groups. This study supports applicability of market segmentation for needs assessment of health promotion and health education.