現代人因生活型態繁忙，飲食習慣不佳及熱量攝取過多等因素，使國人健康狀況堪慮。在十大死因中，因慢性惡化而引貣之疾病比例超過八成（除意外與自殺外），使國內養生觀念及保健意識的觀念受到重視，加上人口有邁向高齡化趨勢，市場興貣購買保健食品之風潮。相對的，經濟成長與國民所得之提升，加上教育程度提高與人際互動的頻繁等因素，消費型態改變，國內生技保健產品蓬勃發展，造就市場上的需求及消費值持續成長，成為市場主流。
本研究主要探討在生技保健食品產業中消費者對產品認知是否會影響消費者對於產品行銷、產品特性及產品通路的感受程度是否會有所影響。希望透過本研究結果，提供生技保健食品產業在行銷策略上的建議，調整行銷資源，以利其未來提供消費者物廉價美、效果佳的生技保健食品。根據本研究統計分析之驗證，得到產品認知與產品行銷、產品特性及產品通路此四種面向皆呈現正相關之結果，意即當提昇產品認知之後，顧客對於產品行銷、產品特性及產品通路的感受程度會有所提昇。

Nowadays, people have unhealthy diets and excess of caloric intake because of the busy lifestyle, which make them worry about their health.Among the ten leading causes of death, the rate of the diseases arising from chronic deterioration is over eighty percents （except accident and suicide）, which makes people in Taiwan value the regimen concept and arouse the awareness of health care. In addition to the growing “Aging Advanced Population”, the purchase of health food has come to be a trend in the market. On the other hand, owing to economic growth, the increase of citizen incomes, higher education, frequent interpersonal interaction and the changes of consuming habits, the bio-technique health products develop vigorously that make the demand for the products and the consuming expenditure keep growing, and become the main stream of the market.
The aim of this research is to investigate whether consumers’ product awareness would affect the product marketing, product features and product channels. Hopefully, based on the result of the research, it could provide the bio-technique health foods industry with the suggestions of marketing and the adjustments of marketing resources in order to supply good and unexpensive bio-technique health products to the consumer in the future.According to the result of the static analysis in the research, we can get the positive correlations among the four aspects of the product awareness, product marketing, products features and product channels, which means that after promoting of the products awareness, customers’ conciseness about the products marketing, products features and products channels would be aroused.

致謝································································································································I
中文摘要························································································································I
英文摘要·······················································································································II
目錄······························································································································IV
表目錄···························································································································V
圖目錄························································································································VII
第一章 緒論············································································································1
第一節 研究背景與動機................................................................................1
第二節 研究範圍與目的................................................................................3
第三節 研究流程............................................................................................4
第二章文獻探討····································································································5
第一節 保健食品............................................................................................5
第二節 保健食品市場概況............................................................................8
第三節 消費特性..........................................................................................10
第四節 行銷通路分析..................................................................................12
第五節 消費者對食品標示的知識、態度及行為......................................17
第三章研究方法··································································································21
第一節 研究架構..........................................................................................21
第二節 變數定義..........................................................................................22
第三節 問卷設計與抽樣..............................................................................24
第四節 資料分析方法..................................................................................28
第五節 信度分析..........................................................................................30
第六節 因素分析..........................................................................................31
第四章分析結果··································································································35
第一節 基本資料分析..................................................................................35
第二節 消費者對保健食品通路型態之現況分析......................................37
第三節 人口統計變項與各構面之差異分析..............................................44
第四節 各構面相關分析..............................................................................53
第五章結論與建議······························································································54
第一節 研究結論..........................................................................................54
第二節 研究建議..........................................................................................55
第三節 研究限制..........................................................................................56
參考文獻······················································································································57
附錄一初詴問卷··········································································································61
附錄二正式問卷··········································································································68

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