臺灣博碩士論文加值系統

近年來隨著人口結構走向高齡化，國人越來越注意身體保健，時常攝取營養
補充劑來加強身體保健，最常見的營養補充劑為保健類的營養補充劑。此外，為
了幫助中高齡人口更輕易的服用營養補充劑，市面上推出不同功效的營養補充劑
「飲品」，飲品劑型的營養補充劑可以更方便的被身體吸收，達到營養保健的功
效。本研究是以「戰後嬰兒潮」時期出生的人口，年齡介於 45 歲至 64 歲之熟齡
族群為研究對象，熟齡族群為身體開始老化和健康出現警訊的族群，比起青壯年
更需要服用營養補充劑來補充身體欠缺的營養成份；過去研究也顯示熟齡族群更
會主動蒐集保健資訊及服用相關營養補充劑來強化身體保健。本研究以臺灣本島
各縣市年齡介於 45 歲至 64 歲之熟齡族群為對象，利用問卷調查及聯合分析法探
討熟齡族群對營養補充劑飲品的購買行為研究。
本研究蒐集 518 份有效問卷，利用聯合分析法的結果可以得知，產品功能的
相對重要性最高(28.74%)，接下來依序為通路(23.84%)、健康食品認證(19.76%)、
價格(17.52%)和廣告(10.14%)。再來利用兩階段的集群分析法將樣本分成四群：
「重視健康食品認證」消費群、「重視廣告、通路」消費群、「重視產品功能」
消費群和「一般消費群」，根據多項式 logit 模型的結果「重視健康食品認證」消
費群、「重視廣告、通路」消費群和「重視產品功能」消費群食用過營養補充劑
飲品的比例皆比一般消費群高。其中「重視健康食品認證」消費群和「重視產品
功能」消費群的教育程度皆比一般消費群高。「重視廣告、通路」消費群和「重
視產品功能」消費群也有比一般消費群女性多、平均一週運動次數較少等特性。

In recent years, with the population aging, more people pay attention to health care. People often take nutrient supplements to enhance physical health. In addition, to help the elderly take nutrient supplements more easily, different functions of liquid nutrient supplements are more available in the market.
“Postwar baby boomer” constitute mature-age generation, who are beginning to face health problems. Compared to young people, the mature-age generation needs to take more nutrient supplements to supplement the lacking nutrients in their daily diet. Past studies have also proven that mature-age generation take the initiative to gather health-related information and take nutrient supplements to strengthen their health care.
In this study, the data was collected from 518 effective questionnaires conducted on Taiwan''s mature-age generation. Used was conjoint analysis and multinomial logit model as the statistical method to analyze Taiwan''s mature-age generation''s purchasing behavior for liquid nutrient supplements.
The results of conjoint analysis shows the most important attributes to all data in an ascending order are: function(28.74%), channel(23.84%), certification(19.76%) ,price(17.52%) and advertisement(10.14%). Cluster analysis is used by individual’s part-worth to identify market segments to establish 4 distinct preference-based segments, which are: “emphasizing the certification segment”、
“emphasizing the advertisement and channel segment”, “emphasizing the function segment” and “normal segment”. The results of multinomial logit model shows “emphasizing the certification segment”, “emphasizing the advertisement and channel segment” and “emphasizing the function segment” have higher percentage in taking liquid nutrient supplements. “Emphasizing the certification segment” and “emphasizing the function segment” have higher education level. “Emphasizing the advertisement and channel segment” and “emphasizing the function segment” compared to “normal segment,” have more woman and average sport times per week are lower.

目 錄 頁次
謝 辭 ........................................................................................................................... IV
摘 要 ........................................................................................................................... VI
ABSTRACT ............................................................................................................ VIII
目 錄 ............................................................................................................................. X
圖目錄 ........................................................................................................................ XII
表目錄 ...................................................................................................................... XIII
第一章 緒論 .................................................................................................................. 1
第一節 研究動機與目的 .......................................................................................... 1
第二節 研究步驟 ...................................................................................................... 2
第三節 論文架構 ...................................................................................................... 3
第二章 營養補充劑的產業概況 ................................................................................. 5
第一節 營養補充劑的定義 ...................................................................................... 5
第二節 全球保健類營養補充劑的產業概況 .......................................................... 6
第三節 臺灣保健食品類營養補充劑的產業概況 .................................................. 9
第四節 保健食品類營養補充劑飲品的國內外產業概況 .................................... 10
第五節 小結 ............................................................................................................ 13
第三章 文獻回顧........................................................................................................ 15
第一節 熟齡族群 .................................................................................................... 15
第二節 保健食品類營養補充劑 ............................................................................ 16
第三節 聯合分析法 ................................................................................................ 18
第四節 小結 ............................................................................................................ 19
第四章 分析方法與理論模型 ................................................................................... 21
第一節 分析方法 .................................................................................................... 21
第二節 聯合分析法 ................................................................................................ 21
第三節 市場區隔理論 ............................................................................................ 27
第四節 集群分析法 ................................................................................................ 30
第五節 多項式羅吉特模型 .................................................................................... 31
第五章 問卷調查與統計結果 ................................................................................... 33
第一節 問卷內容與調查對象 ................................................................................ 33
第二節 聯合分析法之研究設計 ............................................................................ 41
第三節 敘述統計分析 ............................................................................................ 42
第四節 交叉分析 .................................................................................................... 51
第六章 實證分析結果................................................................................................ 61
第一節 整體偏好結構實證-聯合分析法 ............................................................... 62
第二節 集群分析結果 ............................................................................................ 65
第三節 市場區隔分群之敘述統計與偏好結構 .................................................... 70
第四節 市場區隔分析實證-聯合分析法 ............................................................... 75
第五節 多項式羅吉特分析實證 ............................................................................ 78
第七章 結論與建議.................................................................................................... 85
第一節 結論 ............................................................................................................ 85
第二節 建議 ............................................................................................................ 87
參考文獻 ...................................................................................................................... 89
附錄 ............................................................................................................................ 101

圖目錄 頁次
圖 1-1-1 臺灣人口結構變動趨勢 ................................................................................ 1
圖 1-3-1 研究架構圖 .................................................................................................... 4
圖 2-2-1 營養保健食品 3.0 演進定義圖 ...................................................................... 8
圖 2-4-1 威德 in 果凍系列產品 ................................................................................. 11
圖 2-4-2 脈動系列產品 .............................................................................................. 12
圖 2-4-3 V5 維生素飲料 ............................................................................................. 12
圖 4-2-1 整體輪廓法式意圖 ...................................................................................... 23
圖 5-1-1 整體輪廓法呈現範例 ................................................................................... 36
圖 6-1 本研究之實證流程圖 ..................................................................................... 61
圖 6-2-1 華德法凝聚過程樹狀圖 ............................................................................... 67

表目錄 頁次
表 2-1-1 健康食品認證標章所認證之保健功效 ........................................................ 6
表 2-2-1 2015 年全球保健食品市場的十大動向 ........................................................ 8
表 2-4-1 2005 年日本食品通路、藥品通路暢銷保健食品的原料 .......................... 10
表 4-2-1 兩因素法實例 .............................................................................................. 23
表 4-2-2 聯合分析法各步驟及可選用的模式與方法 .............................................. 26
表 4-3-1 市場區隔常用變數 ....................................................................................... 28
表 5-1-1 本研究問卷提及之保健功效及對應之產品 .............................................. 33
表 5-1-2 本問卷提及之保健功效及對應之保健成分整理 ...................................... 34
表 5-1-3 聯合分析法之屬性與等級 .......................................................................... 34
表 5-1-4 聯合分析法 16 種模擬產品結果 ................................................................ 35
表 5-1-5 臺灣之粗出生率(1947 年-1970 年) ............................................................ 37
表 5-1-6 熟齡族群定義文獻整理 .............................................................................. 38
表 5-1-7 臺灣受僱就業者每月主要工作之收入－按年齡分 .................................. 39
表 5-1-8 臺灣本島熟齡人口分布及問卷發放比例 .................................................. 40
表 5-2-1 受測者基本資料之次數分配 ...................................................................... 44
表 5-2-2 受訪者對市面上販售營養補充劑飲品的認知 .......................................... 46
表 5-2-3 受測者得知市面上有販售營養補充劑飲品的管道 .................................. 46
表 5-2-4 受測者對營養補充劑飲品的食用經驗 ...................................................... 47
表 5-2-5 受測者對營養補充劑飲品的食用經驗滿意程度 ...................................... 47
表 5-2-6 受測者對營養補充劑飲品較方便服用之看法 .......................................... 48
表 5-2-7 受測者對營養補充劑飲品的消費行為 ...................................................... 48
表 5-2-8 受測者購買營養補充劑飲品的通路 .......................................................... 49
表 5-2-9 受測者對營養補充劑飲品成份的瞭解程度 .............................................. 50
表 5-2-10 受測者購買營養補充劑飲品時所考慮的功效 ........................................ 50
表 5-2-11 受測者購買營養補充劑飲品的願付價格 ................................................ 51
表 5-3-1 各地區受測者之社會經濟變數齊一性分析 .............................................. 53
表 5-3-2 北中南東四區曾購買營養補充劑受訪者之消費行為的差異整理 .......... 55
表 5-3-3 營養補充劑飲品購買經驗與社會經濟變數之齊一性分析 ...................... 57
表 5-3-4 營養補充劑飲品購買經驗及健康狀況齊一性分析 .................................. 59
表 5-3-5 營養補充品購買經驗及營養補充劑飲品方便性認知的齊一性分析 ...... 60
表 6-1-1 聯合分析法整體樣本之屬性成分效用值與相對重要性 .......................... 63
表 6-1-2 16 種模擬產品結果之平均得分和產品成分效用值 .................................. 64
表 6-2-1 華德法之凝聚係數及係數變化量 .............................................................. 66
表 6-2-2 K 平均數集群法分群結果 ........................................................................... 68
表 6-2-3 兩個族群之區別分析結果 .......................................................................... 68
表 6-2-4 四個族群之區別分析結果 .......................................................................... 69
表 6-3-1 各族群受測者之社會經濟變數交叉分析 .................................................. 71
表 6-3-2 各族群受測者之健康狀況及營養補充劑方便性交叉分析 ...................... 74
表 6-4-1 四個集群之屬性及水準效用值 .................................................................. 77
表 6-4-2 四個集群各屬性之相對重要性 .................................................................. 77
表 6-5-1 多項式羅吉特模型變數定義表及敘述統計 .............................................. 79
表 6-5-2 多項式羅吉特模型各分群之敘述統計 ...................................................... 81
表 6-5-3 多項式羅吉特模型估計結果-4 群 .............................................................. 83
附表一 個人平均月收入與 70 公升的營養補充品的願付價格相關係數 ............ 101
附表二 一週平均運動次數與健康狀況相關係數分析 .......................................... 101
附表三 各分群之特定項目 One Way ANOVA 分析 ............................................. 102

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