民眾對保健食品再購意願及其相關因素之探討

Exploring the Related Factors on People’s Intention to the Repurchase of Health Food

背景：隨著民眾健康意識與預防醫學觀念的推廣，許多人希望藉由食用保健食品，改善身體機能，達到保健目的。然而，市面保健食品種類與訊息繁多，加上民眾用藥迷思與不當習慣，可能引發潛在疾病風險的發生與醫療成本負擔。因此，探討影響民眾對保健食品再購意願之相關影響因素，對未來推動健康促進教育具有其意義。
目的：探討民眾對保健食品認知、知覺品質、知覺價格、知覺價值、顧客滿意度與再購意願之現況及其重要因子。研究方法：本研究採橫斷式研究設計，以立意取樣選取新北市及桃園市曾經購買保健食品之民眾為研究對象。共發放200份問卷，有效問卷為187份，有效樣本率為93.5%，資料以描述性統計、獨立t檢定、單因子變異數分析、皮爾森相關係數分析及迴歸分析等統計方法進行統計。
結果：（一）本研究收案對象以服務業佔最多(52.40%)。（二）民眾平均月所得在「80,001」元以上者與「40,000」元以下者，其再購意願有顯著差異；每月購買保健食品金額在「4,000」元以內者與「3,000」元以內者，其再購意願有顯著差異；購買頻率為「經常購買」者與「偶而購買」者，其再購意願有顯著差異。（三）保健食品認知、知覺品質、知覺價格、知覺價值、顧客滿意度與再購意願達顯著且呈現中度到高度之正相關。（四）影響民眾對保健食品再購意願之重要因子為顧客滿意度、保健食品認知、知覺價值及購買頻率，其整體解釋變異量為62.7%，其中以「顧客滿意度」影響最大。
結論與建議：顧客滿意度、保健食品認知、知覺價值及購買頻率為保健食品再購意願的重要因子，影響力最大因子為顧客滿意度。當保健食品業者在創造產品價值及其顧客滿意度時，健康照護專業人員應衛教民眾正確的保健食品認知，使其在下次購買保健食品時能選擇符合需求又不造成身體傷害的保健食品是健康促進不可忽視的議題。

Background: Awareness of health and preventive healthcare has grown among the public, prompting people to consume health foods to improve their body function and restore their health. However, information regarding health foods in the market is diverse, as are the types of health foods available. Moreover, people's drug myths and inappropriate habits may lead to the occurrence of potential disease risks and the burden of medical costs. Therefore, exploring the repurchase intentions of health foods among the public as well as factors affecting such intentions is crucial for future health promotion education.
Objective: This study investigated the public’s functional food cognition, perceived quality, perceived price, and perceived value and examined customer satisfaction, repurchase intentions, and important factors.
Methods: Using purposive sampling, this cross-sectional study recruited people from New Taipei City and Taoyuan City in Taiwan who had purchased functional foods. A survey questionnaire was distributed to 200 participants, and 187 valid responses were collected with a valid response rate of 93.5%. The collected data were processed using descriptive statistics, independent-sample t tests, oneway analysis of variance, Pearson correlation analysis, and regression analysis.
Results: (1) Participants in this study were most from the service industry (52.40%). (2) Participants with average monthly income≥NT$80,001 and those with earning≤NT$40,000 per month had significant difference on their repurchase intentions toward health foods. Participants who spent approximately NT$4,000 per month on health foods showed significant difference on repurchase intentions compared with those spending approximately NT$3,000 per month. Moreover, frequent purchasers of health foods had significant difference on repurchase intentions compared with occasional purchasers. (3) Health food cognition, perceived quality, perceived price, and perceived value of health foods and satisfaction with health foods revealed moderately to highly positive correlations with repurchase intentions. (4) Customer satisfaction, health food cognition, perceived value, and purchase frequency of health foods were the important factors for repurchase intentions, accounting for 62.7% of the total variance. Specifically, the impacts of customer satisfaction were the greatest.
Conclusions and recommendations: Customer satisfaction, health food cognition, perceived value, and purchase frequency were important factors of repurchase intentions. Customer satisfaction is the most impactful factor. While the health food industry creates product values and its customer satisfaction, health care professionals should educate the public about the correct knowledge of health food as it is an important topic of health promotion to enable the public purchasing the right health foods thereafter that meet their needs and won’t cause bodily harm.