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    Title: 以快思慢想理論研究台灣消費者在陌生保健食品的廣告連結點擊意願—以睡眠保健食品「養眠寧」為例
    The Study of Thinking, Fast and Slow in the Willingness to Click on Advertisements for Unfamiliar Health Supplements of Taiwanese Consumers— Taking the Sleep Aid Product ";Herbyoung-sleep";for Example
    Authors: 吳品瑩
    Wu, Pin-Ying
    Contributors: 許牧彥
    Hsu, Mu-Yen
    吳品瑩
    Wu, Pin-Ying
    Keywords: 保健食品
    消費者行為
    行為經濟學
    快思慢想
    臉書廣告
    Health supplement
    Consumer Behavior
    Thinking Fast and Slow
    Behavioral Economics
    Facebook Ad
    Date: 2024
    Issue Date: 2024-08-05 13:05:34 (UTC+8)
    Abstract: 隨著醫療知識的普及和「預防勝於治療」觀念的盛行，民眾對於保健食品的需求日益增長。全球保健食品市場從2017年至2022年間，年均複合成長率為5.5%，預估2026年市場規模將突破1兆美元。在台灣，保健食品市場同樣蓬勃發展，通路多元，競爭激烈。消費者在購買保健食品時的行為動機和決策方式成為品牌成功的關鍵因素。

    然而，保健食品品牌的選擇多元，但消費者的注意力有限，要如何讓投放的廣告順利吸引消費者目光，進而讓消費者願意點擊未使用過的保健食品，並不容易。除了要設定合適的廣告受眾，圖片內容也必須能夠吸引消費者。為此，本研究希望了解消費者在網路上看到睡眠保健食品廣告的決策行為，並以快思與慢想理論，分析消費者在看到睡眠保健食品廣告時，會如何決定是否深入了解該睡眠保健食品，並希望研究結果能為品牌行銷策略提供建議。

    本研究鎖定在研究社群廣告的點擊意願，會以Facebook的使用者為調查對象，因此會在Facebook上發放問卷。此次共回收232份有效問卷，並使用SPSS分析問卷內容。經過問卷分析的資料，可發現無論是是傾向快思或慢想的消費者，都會願意點擊陌生產品的廣告，且無論人口統計變數為何，都傾向以慢思作為決定是否點擊陌生睡眠保健食品廣告連結的決策基礎。且人口統計變數本身的變化，與慢想決策的強烈無顯著相關性。

    因此根據研究結果，會建議養源專科或其他新的保健食品品牌在推廣睡眠保健食品時，可以善用消費者的慢想決策型態和可得性捷思型態，在廣告素材中多說明該睡眠保健食品的成分、功效、可解決之特定問題等。而若品牌方希望廣告能有多種變化，也可以提供部分影響快思的廣告資訊，例如強調品牌重視食品安全、草本、專業醫療服務的特色。
    With the dissemination of medical knowledge and the increasing prevalence of the "prevention is better than cure" concept, the demand for health supplements has been growing. The global health supplement market experienced the growth rate (CAGR) of 5.5% from 2017 to 2022, and it is estimated that the market size will surpass 1 trillion USD by 2026. In Taiwan, the health supplement market is also thriving, characterized by diverse distribution channels and intense competition. Consumers' motivations and decision-making processes in purchasing health supplements have become critical factors for brand success.

    However, despite the wide array of health supplement brands available, capturing consumers' limited attention and motivating them to click on advertisements for unfamiliar products is challenging. It requires not only targeting the right audience but also ensuring that the ad visuals are compelling. Therefore, this study aims to understand consumers' decision-making behavior when encountering advertisements for sleep health supplements online. By applying the theories of fast and slow thinking, it analyzes how consumers decide whether to further explore sleep health supplements upon seeing these ADs. The findings are intended to offer strategic marketing recommendations for brands.

    This study focuses on examining the willingness to click sleep-well health supplements on social media advertisements, specifically targeting Facebook users for the survey. A total of 232 valid questionnaires were collected and analyzed using SPSS. The data analysis revealed that both fast and slow-thinking consumers are willing to click on ads for unfamiliar products. Regardless of demographic variables, consumers tend to base their decision to click on the advertisement link of an unfamiliar sleep health supplement on slow thinking. Additionally, changes in demographic variables themselves do not show a significant correlation with the intensity of slow thinking decision-making.

    Based on the study results, it is recommended that Herbyoung or other new health supplement brands promoting sleep health supplements should leverage consumers' slow thinking decision-making style. This can be achieved by including detailed information about the supplement's ingredients, efficacy, and specific problems it addresses in the ad content. If the brand seeks to diversify its advertisements, it can also include elements that influence fast thinking, such as emphasizing the brand's commitment to food safety, herbal ingredients, and professional medical services.
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    Description: 碩士
    國立政治大學
    科技管理與智慧財產研究所
    111364111
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0111364111
    Data Type: thesis
    Appears in Collections:[Graduate Institute of TIPM] Theses

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