中國人自古即強調醫食同源，對於食物應用於養生保健的概念已非常普遍，近年來更由於制度面明確的規範，使得業者也樂於積極投入保健食品的發展，可預見食品產業除美味的要求外，正朝健康、機能的趨向邁進。因此透過本研究來瞭解兩岸保健食品的消費行為。
要瞭解消費者潛在內心需求及形於外的消費行為的關聯性，乃引發本研究想探討人格特質中－個人健康意識及生活型態的差異，是否對消費者購買保健食品之行為產生影響？家庭組成、家庭收入、性別、年齡，是否對購買行為產生影響？行銷組合上，對於產品評估考量的因素，如具有專業諮詢人員說明，是否會對消費者的購買行為產生顯著的影響？對於品質重視的程度，是否會影響購買的行為？對於價格敏感度，是否會影響購買行為以及購買者是否會因動機對象而降低敏感度？兩岸消費者對於保健食品的行為差異何在？為探討以上之問題，本研究分別在台北市及上海市選擇背景環境相似的生活藥粧店進行問卷調查，並利用spss統計方法，分析人口統計、心裡統計變數及產品評估變數對於消費者購買保健食品行為之影響，以及兩岸購買行為之差異。所得之重要結論分述如下：
1. 31~40歲是保健食品的高購買族群。
2. 家庭收入在購買保健食品頻率上並無顯著差異，但在購買地點上則有顯著差異，家庭收入較低者，會選擇在單位價格較低的超級量販體系購買。
3. 會經常與親近的人保持聯繫，並且較懂得紓解生活中壓力的消費者，其購買保健食品的頻率較高。
4. 人格特質中愈重視健康概念者，其購買保健食品之頻率較高。
5. 愈重視專業諮詢人員說明及注意政府或專業機構保證安全成分的消費者，其購買保健食品之頻率較高。
6. 若是為特定人購買保健食品，其價格的敏感度會降低。
7. 台北市之消費趨勢較兩極化，年輕族群很少購買保健食品。上海市則是呈現中度購買頻率傾向高度購買頻率，反應出對保健食品嚐鮮及醫食同源概念的擁護者。
8. 上海市消費者較常為尊親屬購買保健食品，推測由於過去一胎化政策之影響，家庭人口較少，以三代同堂居多。
有鑒於保健食品除了自我服用外，同時還有傳遞或表達感情的用意，因此本研究提出虛實整合行銷之概念，從消費者的心理情境（needs）來思考需求，再透過食品科技提供可定量之有效成分來滿足功效需求，同時建議在超市，自選商場，CVS店利用專業的corner來行銷保健食品，並結合產品力及專業諮詢等行銷訴求做合理的定價。

We Chinese have emphasized Chinese medicine diet for a long time, and generally we have the notion of applying our food in a healthy way. Manufacturers are glad to devote to the development of healthy food because of the concrete norms we have in recent years. Besides tasty, we can foresee the food industry will be more and more healthy and functional. In order to figure out the correlation between consumers’ potential needs and outer consumption behavior, the study is aim to find out that whether the personal health consciousness and life style differences will affect the consumers’ purchasing behavior of healthy food. Do family consistence, family incomes, genders, ages affect purchasing behaviors? Will it have significant effect on consumers’ purchasing behavior if we have professional consultation? Does the degree of quality emphasis affect purchasing behavior? Will price sensibility affect purchasing behavior, and whether the sensibility descend because of motive subject? What’s the consumer behavior difference of healthy food between Mainland China and Taiwan ? In order to figure them out, the study chose the Cosmed that have similar background in Taipei and Shanghai to do some questionnaires, and to analyses by SPSS statistics, psychological statistics variation and industry variation’s effect on consumers’ purchasing behaviors, and the different purchasing behaviors between Mainland China and Taiwan. Below are the results:
(1)31-40 years old are the high buying group of healthy food.
(2)Family incomes don’t have significant effect on buying tendencies, but do have in places. People have lower incomes choose to purchase in super-shopping Mall, whose unit prices are lower.
(3)People who frequently get in touch with relatives and friends, and who knows more of letting go of stress , have higher buying tendency.
(4)People who think highly of health tends to have higher buying tendency of healthy food.
(5)People who think highly of professional consultations and pay more attention to government’s promises, have higher frequency of buying healthy products.
(6)If someone buys healthy food for particular people, the price sensibility will descend.
(7)The consumption tendency in Taipei have two poles. Young groups seldom purchase healthy food. Shanghai presents middle to high purchasing tendency, and we can see the supporters of tasting new foods and Chinese medicine diet.
(8)Consumers in Shang Hai frequently buy healthy food for their parents, and we can infer that it’s because of the one children policy. They have less family members, and most are three generations living under the same roof.

Healthy food can also have the function of expressing emotion besides taking on one’s own. The study raise the idea of virtual-reality combine Marketing, to think needs from consumer’s mental conditions, and to offer quantifiable content through food technology. Meanwhile, we suggest that we can use professional corner in supermarkets, shopping Mall, CVS. stores to sell healthy food, and combine product and professional consultation to make a reasonable price.

【中文參考文獻】

方世榮譯(民 88 年)，Philip Kotler & Gary Armstrong著，行銷學原理，第八版，台北市，東華書局。

李淑玲(民 88 年)，我國健康食品之管理、消費者認知與消費行為之調查研究，國立台灣海洋大學食品科學系碩士論文。

何雪梅，陶劍虹(2002)，中國保健品市場回顧與展望，中國南方醫藥經濟研究所半月刊。

吳育東(民 88 年)，多變量統計方法應用於行動電話消費者購買行為與滿意度之研究，國立成功大學統計學研究所碩士論文。

吳萬益，林清河(民 89年)，企業研究方法，初版，台南，華泰圖書出版公司。

陳順宇，鄭碧娥(民 87年) ，統計學，三版，台南，華泰圖書出版公司。

康秀琳(民 90年)，保健食品消費者行為之研究-以新竹市科學工業園區從業人員為例，國立交通大學經營管理研究所碩士論文。

彭鳳美(民 90年)，民眾生活型態醫療資源利用與健康狀況之探討~以新竹科學園區員工為例，國立陽明大學社區護理研究所論文。

楊美怡(民91年)，人格特質價值觀與生活型態對後現代主義消費行為影響之研究：三個世代之比較研究，義守大學管理研究所碩士論文。

經濟部工業局，IT IS經濟部產業技術資訊服務推廣計劃，民國91年。

鍾善美(民 86年)，情境因素對消費者行為之影響-以中興大學農產林畜產展售中心為例，中興大學農產運銷研究所碩士論文。

【英文參考文獻】

Aaker, David (1991), Managing Brand Equity：Capitalizing on the Value of Brand Name, New York : The Free Press.

Assael, H. (1998),“ Household Decision Making in Consumer Behavior and Marketing Action,”Cincinatti：South-Western College Publishing, Cincinatti, OH, pp.565-601.

Babin, Barry J. and Darden, W.R. (1996),“ Good and Bad Shopping Vibes: Spending and Patronage Satisfaction, ”Journal of Business Research, Vol.35, January, pp.201-207.

Babin, Laurie A., Barry J. Babin, James S. Boles.(1999),“ The Effects of Consumer Perceptions of The Salesperson, Product and Dealer on Purchase Intentions,” Journal of Retailing and Consumer Services, Vol.6, December, pp.91-97.

Baumgartner, Hans (2002),“ Toward a Personology of The Consumer, ”Journal of Consumer Research, Vol. 29, September, pp.286-291.

Brixham, and U Yucelt (2000),“ Product Choice in Different Cultures：An Empirical Investigation Among Turkish Consumers, ” Journal of International Marketing Research,Vol.25, June, pp.59-68.

Brunso, Karen and Klaus G..Grunert (1998),“ Cross-Cultural Similarities and Differences in Shopping for Food,”Journal of Business, Vol. 42, July, pp.145-150.

Chan Ricky Y. and Lorett B. Lau (2001), “ Explaining Green purchasing Behavior：A Cross-Cultural Study on American and Chinese Consumers, ” Journal of International Consumer Marketing, Vol.14 (2/3), pp.9-39.

Chandon, P., & Wansink, B. (2002), “ Dose Stockpiling Accelerate Consumption? A Convenience Salience Framework of Consumption Stockpiling,”Journal of Marketing Research, Vol. 38(3), pp.37-55.

Childs, Nancy M. and Gregg H.Poryzees (1998),“ Food That Help Prevent Disease: Consumer Attitudes and Public Policy Implications,” British Food Journal, 100/9, pp.419-426.

Childs, N.M.(1992),“ Food and Pharmaceutical Industry Survey Attitudes and Activity, ” Pharmafoods：Is the US Ready？ Conference Proceedings, St Joseph’s University Press, PA.

Elaine, H. Asp (1999),“ Factors Affecting Food Decision Made by Individual Consumers,”Food Policy Vol. 24, October, pp.287-294.

Erdem, Tulin, Joffre Swait and Jordan Louviere (2002),“ The Impact of Brand Credibility on Consumer Price Sensitivity,” Internation Journal of Research in Marketing, Vol.19, September, pp. 1-19.

Escalas. Jennifer E.and James R. Bettman (2000),“ Using Narratives to Discern Self-Identity Related Consumer Goals and Motivation,” in Ratneshwar et al. pp.237-258.

Gelperowic Roseline and Brain Beharrell (1996),“ Healthy Food Products for Children: Packaging and Mothers’ Purchase Decisions,” British Food Journal, Vol.96 No.11, pp.4-8.

Grewal, D., Sharma, A. (1991),“ The Effect of Salesforce Behavior on Customer Satisfaction: An Interactive Framework,” Journal of Personal Selling and Sales Management, Vol.11, pp13-23.

Hoban, T.J. and Kendall, P.A. (1992),“ Consumer Attitudes about The Use of Biotechnology in Agriculture and Food Production,”North Carolina State University, Raleigh, NC.

Hoyer, W.D., and Brown, S.P., (1990),“ Effects of Brand Awarenes on Choice for a Common, Repeat purchase product,” Journal of Consumer Research, Vol.17, pp.141-148.

Keller, K.L (1993),“ Conceptualizing, Measuring and Managing Customer-Based Brand Equity,”Journal of Marketing, Vol. 57(1), pp.1-22.

Kim, Chankon, Hanjoon Lee, and Katherine Hall (1991), “A study of Adolescents ‘Power, Influence Strategy, and Influence on Family Purchase Decision,” AMA Winter Educators’ Proceedings, ed. Terry L. Childers et al., Chicago：American Marketing Association, pp.37-45.

Kotler, P. (1998), Marketing Management：Analysis Planning Implementation and Control, 9th Edition, Prentice-Hall.

Lee, Christina Kwai-Choi；Brett A.Collins (2000),“ Family Decision Making and Coalition Patterns, ” European Journal of Marketing ,vol.34, (9/10), pp.1181-1198.

Lynch, J.w., Kaplan, G. A. & Salonen, J.T.(1997),“Why do Poor People Behave Poorly? Variation in Adult Health Behaviours and Psychosocial Characteristics by Stages of The Socioeconomic Lifecourse, ” Soc. Sci. Med.44, pp809-819.

Macdonald, Emma K. and Byron M.sharp (1995),“ Brand Awareness Effects on Consumer Decision Making for a Common, Repeat Purchase Product：A Replication,” Journal of Business Research, Vol.48, July, pp. 5-15.

Mangleburg, TF (1990),“Children’s Influence in Purchase Decision: A Review and Critique,” Adversity Consumer Research, Vol. 17, pp.813-825.

McAdams, Dan P. (1996),“Personality, Modernity, and the Storied Self : A contemporary Framework for Studying Persons,” Psychological Inquiry, 7(4), pp.295-321.

McAdams, Dan P. (2001),“The Person：An Integrated Introduction to Personality Psychology, ” 3d ed., Fort Worth, TX：Harcourt College Publishers

Morris, D.H., Sorensen, G., Stoddard, A.M. & Fitzgerald, C. (1992),“ Comparison Between Food Choices of Working Adults and Dietary Patterns Recommended by the National Cancer Institute,”Journal American Dietary Association, Vol.92, pp.1272-1274.

O’Cass, Aron and Kenny Lim (2001),“ The Influence of Brand Associations on Brand Preference and Purchase Intention：An Asian Perspective on Brand Associations, ” Journal of International Consumer Marketing, Vol.14(2/3), pp.41-71.

Oliver, John, P. and Sanjay Srivastava (1999),“The Big Five Trait Taxonomy：History, Measurement, and Theoretical Prespective, ” in Handbook of Personality： Theory and Research, 2ded., ed. Lawrence A.Pervin and Oliver P.John, New York：Guilford, pp.102-138.

Palan, Kay M. and Robert E.Wilkes (1997), “ Adolescent-Parent Interaction in Family Decision Making, ” Journal of Consumer Research, Vol. 24, September, pp.159-168.

Park,C.W., S.Millberg, & R.Lawson (1991),“Evaluation of Brand Extensions：The Role of Product Feature Similarity and Brand Concept Consistency,” Journal of Consumer Reasearch, Vol.35 ,(Sep), pp.185-193.

Plummer Joseph T (2000),“ How Personality Makes a Difference, ”Journal of Advertising Research, Vol. 40, pp.79-83.

Prescott, J. and R Stevens (2002), “ Motives For Food Choice: A Comparison of Consumers from Japan, Taiwan, Malaysia and New Zealand,” Food and Quality and Preference, Vol.13, December, pp.489-495.

Reid David A., Ellen Bolman Pullins, Richard E. Plank (2002),“ The Impact of Purchase Situation on Salesperson Communication Behaviors in Business markets,” Industrial Marketing Management, Vol.31, November, pp. 205-213.

Rose, Gregory M., David Boush, Aviv Shoham (2002),“ Family Communication and Children’s Purchasing Influence: A Cross-National Examination,” Journal of Business Research, Vol. 55, January, pp. 867-873.

Schifferstein, Hendrik N.J. and Peter A.M.Oude Ophuis (1997),“ Health-Related Determinants of Organic Food Consumption in The Netherlands,”Food and Quality and Preference, Vol. 9, No3, pp.119-133.

Schindler, M. Robert and Thomas M. Kibarian (1996),“ Increased Consumer Sales Response Though Use of 99-Ending Prices,”Journal of Retailing, Vol.72, (2), pp.187-199.

Segovia, J., Bartlett, R. F., & Edwards, A. C., (1989),“ The Association Between Self-assessed Health Status and Individual Health Practices,” Journal of Public Health , Vol. 80, pp.32-37.

Shahar, D. R. Kristal-Boneh, E., Froom, P., Harari, G., & Ribank, J. (1995),“ Smoking, Diet and Health Behaviors Among Lead-exposed,”International Journal of Occupational and Environmental Health, Vol. 5(2), pp.101-106.

Shewfelt R. L. (1999), “What is Quality?” Journal of Postharvest Biology and Technology, , Vol. 15, November, pp.197-200.

Shuitz, C.M.S.(1984), “Lifestyle assessment：A Tool for Practice,” Nursing Clinics of North America, Vol.19(2), pp.271-281.

Srinivasan P(2002), Putting the clock back：There is No Denying That Our Elders Led Healthier Lives. By Moving Away from A Traditional Lifestyle, We are Paying A Price, ” Businessline；Islamabad, October, pp.309-313.

Taylor, Shirley and Todd, Peter(1995),“Understanding Household Garbage Reduction Behavior：A Test of an Integrated Model,” Journal of Public Policy and Marketing, Vol.14, No.2, pp.192-204.

Turrell, G. (1997),“ Compliance with The Australian Dietary Guidelines in The Early 1990s：Have Population-Based Health Promotion Programs Been Effective? ” Nutrition Health, Vol.11, July, pp.271-288.

Turrell, G. (1998),“ Socioeconomic Differences in Food Preference and Their Influence on Healthy Food Purchasing Choices,” Journal of Human Nutrition and Dietetics, Vol.11, June, pp.135-149.

Walker, S.N., K.R Sechrist, & N.J. Pender (1987),“The Health Promoting Lifestyle Profile：Development and Psychometric Characteristics,” Nursing Research, 36(2), pp.77-81.

Wallston, K. A., B. S. Wallston and R. DeVellis (1978),“ Development of The Multidimensional Health Locus of Control Scales, ”Health Education Monographs Vol. 6, pp.160-170.

Wansink, Brian (2003),“ Response to Measuring Consumer Response to Food Products Sensory Tests That Predict Consumer Acceptance,”Food Quality and Preference Vol.14, July, pp.23-26.

Wansink, B., & Ray, M.L (1992),“ Estimating An Advertisement’s Impact on One’s Consumption of A Brand,”Journal of Advertising Research, Vol. 26 (4), pp.9-16.

Worsley, Anthny and Victoria Scott (2000),“ Consumers’ Concerns about Food and Health in Australia and New Zealand,”Asia Pacific Journal Cliniical Nutrition, Vol. 9(1), pp.24-32.

Wu, Yanrui (1997),“China’s Health Care Sector in Transition: Resources, Demand and Reforms,” Health policy, Vol 39, August, pp. 137-152.