| Summary: | 碩士 === 國立臺灣大學 === 農業經濟學研究所 === 105 === 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.
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