本研究係以EKB 消費者購買決策模式為研究主要架構，將醫師
對保健食品的購買選擇過程分成「需求確認」、「資訊搜尋」及「選
擇評估」等構面。並觀察「環境影響」與「個㆟差異」對購買選擇的
影響，進而探討醫師對保健食品的購買選擇行為。研究方法主要是針
對國內診所進行郵寄問卷，共收集到264 份有效問卷，將問卷資料進
行統計分析後，得到以㆘研究發現：
㆒、根據因素分析的結果，將「需求確認」萃取分成「流行表徵需求」
及「功能導向需求」兩項因素；「資訊搜尋」分成「廠商互動型」
及「學術驗證型」；「選擇評估」分成「產品取向」及「價格取
向」。將「環境影響」分成「廠商促銷宣傳」、「廠商學術活動」
及「產品及公司形象」。將「個㆟差異」的「生活型態」部份分
為「都會時尚」、「居家生活」…等七項因素。
㆓、確認「需求確認」對「資訊搜尋」及「資訊搜尋」對「選擇評估」
具影響及互動關係。並確認「環境影響」及「生活型態」對「需
求確認」、「資訊搜尋」及「選擇評估」具影響關係。
㆔、年齡層愈低(約40 歲以㆘)、執業㆞點愈偏向北區、執業年資愈
淺(約在10 年以㆘)的診所醫師，其購買保健食品的金額愈高、
購買次數愈多。較以「流行表徵需求」為「需求確認」，以「產
品取向」為「選擇評估」。反之，年齡層愈高(約40 歲以㆖)、
執業年資愈深(約在10 年以㆖)的診所醫師，其購買保健食品的
金額愈低、購買次數愈少。較以「功能導向需求」為「需求確認」。
「資訊搜尋」屬於「廠商互動型」，但「選擇評估」較偏「價格
取向」。
㆕、經集群分析後，將不同「生活型態」及「環境影響」的醫師各分
成兩群。「理想生活型態群」及「高感度群」的醫師在流行表徵
需求、廠商互動型、產品取向及價格取向等方面表現較佳。「隨
性生活型態群」及「低感度群」的醫師表現較差。「隨性生活型
態群」的醫師購買金額較低。「高感度群」的醫師較具品牌忠誠
度。

Abstract
This study proposes a comprehensive conceptual framework of physicians
buying decision process for health food, which includes three stages: need
identification, information search, evaluation and choice according to the EKB
model. The study also examines factors such as environmental influences and
individual differences influence the physicians’ purchase intention and
explore .physician purchase behavior for health food. The study was conducted
by mailing questionnaires to the practitioners in clinics, The total valid sample
is 264. After statistic analysis, the main findings of this research are as
following:
1. Two factors were extracted from the questions on behavior in the need
identification stage- "fashionable need" and "functional need"; Two factors
were extracted on behavior in the information search stage- "social-directed
type" and " academic-directed type "; Two factors were extracted on
behavior in the evaluation and choice stage- " product orientation" and "
price orientation ". Three factors were extracted from on environmental
influences- " promotional activities", " academic activities" and " image of
product and company ". Seven factors were extracted on life-style (part of
individual differences)-" fashion -leadership", " family-style" and so on.
2. The relationships between three stages of buying decision process are need
identification will positively affect information search and information
search will positively affect evaluation and choice. Besides, environmental
influences and life style will positively affect these three stages.
3. Practitioner who is young in age(under 40), clinics located in northern area of
Taiwan. with about 10 to 15 years clinical experience, expend much more
money for purchasing health food product per time, with more purchasing
times per year. Tends to "fashionable " need identification, and " product
orientation " evaluation. On contrast, Practitioner who is older in age(over 40)
with over 10 years clinical experience, expend less money for purchasing
health food product per time, with more purchasing times per year. Tends to
" functional" need identification, "social-directed type" information search,
and " price orientation"evaluation.
4. Two clusters are formed according to the above factors of life-style and
environmental influences. "ideal life" and "susceptive" physician has
significant performance in "fashionable " need identification, "social-directed
type" information search, " product orientation " evaluation and " price
orientation " evaluation. Not that"easy life" and "non-susceptive" physician.

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