臺灣博碩士論文加值系統

本研究為探討銀髮族對於購買保健食品的涉入程度、知覺價值，與購買意願之間的關係；並調查在不同性別、年齡及教育程度的涉入程度、知覺價值，其差異是否會對購買意願產生影響。本研究之抽樣採用問卷發放的方式，抽樣對象僅限於台南市永康區G眷村65歲以上銀髮族，進行一對一的訪談，問卷調查期間為2016年8月至2017年2月，共發放170人，但有12人不願意作答，回收問卷158份、均為有效問卷。 本研究以PLS因素分析進行信度、效度的檢定及單因子變異數分析瞭解各因素在不同變異數間是否具顯著差異，再以回歸架構分析來進行假設的驗證。本研究分析結果如下：
1.銀髮族購買保健食品涉入程度與購買意願具有顯著的正向關係。
2.銀髮族購買保健食品知覺價值與購買意願具有顯著的正向關係。
3.銀髮族購買保健食品知覺價值與涉入程度具有顯著的正向關係。
最後，此研究結論為提供銀髮族、商業人士建議，並對後續研究給予建議之參考。

This study explores the relationship between perceived value and purchase intention of silver-haired family's purchase of health food. And in the gender, age and education level of the degree of involvement, perceived value of the difference will have an impact on the purchase intention. In this study, we sampled the questionnaire, and the sample was limited to silver-haired people aged over 65 in the G. village, Yongkang District, Tainan City. A questionnaire interview was conducted one for one from August 2016 to February 2017. There were 12 respondents who were reluctant to interview, valid questionnaires were 158 and valid questionnaires were 100%. In this study, the reliability and validity of PLS factor analysis and single factor variance analysis were used to determine whether there were significant differences among the different variants, and then the regression analysis was used to verify the hypothesis.
The results of this study are as follows:
1. Senior citizens who buy health food involved in the degree of purchase has a significant positive relationship.
2. Senior citizens who buy health food perceived value and purchase intention has a significant positive relationship.
3. Senior citizens who buy health food perceived value and degree of involvement has a significant positive relationship.
Finally, some suggestions this study provided to senior citizens and industry.

謝辭 I
目次 IV
表目次 VI
圖目次 VII
第一章 緒論 1
第一節 研究背景 1
第二節研究動機 3
第三節 研究目的 4
第四節 研究流程 5
第二章 文獻回顧 6
第一節 銀髮族的定義與健康生活的現況 6
第二節 保健食品的定義與產業現況 8
第三節 涉入程度 12
第四節 知覺價值 14
第五節 購買意願 16
第六節 涉入程度與購買意願的關係 18
第七節 知覺價值與購買意願的關係 19
第八節 涉入程度與知覺價值的關係 20
第九節 人口統計變項與購買意願的關係 21
第三章研究方法 23
第一節 研究架構 23
第二節 研究假說 24
第三節問卷變項定義 24
第四節 問卷設計、抽樣與問卷發放 25
第四章 資料分析 29
第一節 樣本分析 29
第二節 衡量模型分析 33
第三節 單因子變異數分析 37
第四節 假設檢定結果 42
第五章結論與建議 46
第一節 研究結論 46
第二節 研究建議 49
第三節 研究限制及後續研究建議 50
參考文獻 51
附錄 問卷 57

一、中文文獻：
行政院內政部統計網
http://statis.moi.gov.tw/micst/stmain.jsp?sys=100
行政院國家發展委員會
http://www.ndc.gov.tw/Content_List.aspx?n=5B78EEBCE18CBE9F
中華穀類食品工業技術研究所
http://www.cgprdi.org.tw/
行政院主計處
www.mohw.gov.tw/dl-4704-44aeaa7d-8384-4a8a-9e7b-96d4d3f51059.html
行政院衛福部食品藥物管理署
http://www.fda.gov.tw/TC/index.aspx
中華民國海關進出口資料庫
https://portal.sw.nat.gov.tw/APGA/GA01
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