以卡片分類法探討女性消費者對健康食品包裝資訊之組織與分類研究

Investigating How Female Consumers Organize and Sort Health Food Package Information: A Card Sorting Perspective

隨著健康食品市場逐漸壯大，消費者卻欠缺足夠理解食品包裝上的健康營養資訊，降低對健康食品之信賴，也可能因錯誤的食用行為而產生健康隱憂。本研究藉由資訊組織的觀點，針對25樣健康食品之包裝資訊進行內容分析後，擷取出70項卡片項目，透過卡片分類法分析女性消費者在閱讀健康食品包裝資訊時，如何將卡片項目重新分類與命名，並搭配訪談法了解其分類依據及重要性排序。研究結果發現，女性消費者將卡片分為14個類別，以語言、視覺相似性、以及個人認知重要性為分類依據。本研究提出之資訊分類架構，希冀能協助健康食品廠商從消費者觀點設計友善的食品包裝，引導消費者關注重要健康營養資訊，進而選擇符合自身健康需求的食品。

Grounded on organization of information, this study used card sorting method to investigate female consumers' preferred classification scheme, and adopted in-depth interview method to identify the organizing rules they lived by. The results of card sorting analysis were able to identified 14 categories of health food package information, and they were price, flavor, award and remarks, product liability insurance, disposal information, research development information, function claims, consumer complaints, production information and logo, nutritional ingredient, advertisement and national certificate, food instructions, manufacturer information, and others. This study found that the consumer-perceived most important food package information were product name, brand name, ingredient information, food additives information, and information on certified functions. It suggests that these five types of information should be prominently displayed in a conspicuous place to enable consumers make rationale and efficient choices. The 14 categories of food package information and their labels resulted from the card sorting experiment may provide a guide as to how the information should be organized and grouped in a way that facilitates making sense of the information. This study may also facilitate consumers to efficiently and accurately locate the information they need when making purchasing decision of health food.