武汉市居民购买保健食品影响因素分析  

Analysis on Influential Factors of Purchasing Healthcare Foods among Residents in Wuhan

作　　者：戚瑾[1] 刘欢[1] 罗庆[1] 刘军安[1] 

机构地区：[1]华中科技大学同济医学院公共卫生学院,武汉430030

出　　处：《中国初级卫生保健》2014年第11期79-81,共3页Chinese Primary Health Care

摘　　要：目的分析居民购买保健食品行为及影响因素,为居民理性消费保健食品提供参考依据。方法在武汉市6个区抽取1 530名居民进行保健食品消费现况调查。结果居民购买保健食品的原因依次为送家庭成员使用(29.5%)、送外人使用(29.3%)和自己服用(28.5%);购买保健食品依据为广告宣传(47.2%)、家人或熟人介绍(38.4%)和产品标签或说明书(37.5%),居民主要关注保健食品的功能(62.0%)、品牌(57.1%)和价格(50.0%);年花费1 000元以上购买保健食品的仅占20.8%。影响保健食品购买行为的因素有年龄、职业、文化程度、月收入、相信保健品的疗效、购买保健品意愿、对保健食品的认知程度和是否有必要了解保健食品知识。结论居民购买保健食品行为与收入、年龄、认知及态度关系密切,居民对保健食品的理性消费需要进一步培养。OBJECTIVE To analyze purchasing behavior and relevant factors of customers, so as to provide reference to improve rational consumptions of healthcare foods. METHODS an investigation in six districts of Wuhan was conducted in a cross-sectional survey. 1 530 customers were selected and their purchasing behaviors were surveyed. RESULTS 29.5% of customers buy healthcare foods for their family members, 29.3% for people outside their family, and 28.5% for themselves. 47.2% of customers buy healthcare foods because of advertisements; 38.4% due to the introduction of their family members or acquaintances, and 37.5% because of instructions of the products. Customers mainly concern about the functions（62.0%）, brand（57.1%）and price（50.0%）of healthcare foods. Only 20.8% of customers are willing to spend more than 1 000 yuan per year on healthcare foods. Factors that affect the purchasing behavior are age, career, education, monthly salary, belief in the functions, purchasing willing, cognition and the relevant knowledge. CONCLUSIONS purchasing behavior of healthcare foods is closely associated to consumers＇ incomes, age, cognition and attitudes for heahhcare foods. Rational consumer behaviors need to be cultivated further.

关 键 词：居民 保健食品 购买行为 影响因素 武汉 

分 类 号：R589[医药卫生—内分泌]