銀髮族一直以來都是保健食品在銷售上不可忽視的一個族群，為了提升保健食品的銷售，對於探索銀髮族對保健食品的認知和購買意願是不可缺少的議題。本研究透過問卷調查的方式，使用SPSS 12.0 為分析工具。發現在不同人口統計變項中，50~55歲的「橘色世代」對於保健食品有較高的嘗試意願(通路需求)，對於產品的多樣性以及通路的便利性相對於65~70歲屆退休族群有顯著的差異，另外也發現銀髮族對於網路的使用量提升，得益於智慧型手機及網路的普及，網路不再只有年輕族群青睞。銀髮族對於保健食品偏向專業性，較容易接受專業人員的意見，並且對於保健食品的選購有自我的判斷標準。對銀髮族群而言，若能提高產品的認知性，對於產品的銷售將有顯著的正向提升。 The elderly have always been a group that cannot be ignored in the sales of nutraceuticals. In order to improve the sales of nutraceuticals, it is an indispensable issue to explore the cognition and purchase intention on nutraceuticals for elderly. In this study, SPSS 12.0 was used as the analysis tool through questionnaire survey. It is found that among different demographic variables, the "Orange Generation" aged 50-55 has a higher willingness to try nutraceuticals (access demand), and the diversity of products and the convenience of access are higher significant differences than those of the 65-70-year-old age group. In addition, it is also found that the use of the Internet by the elderly has increased due to the popularization of smartphones and the Internet, the Internet is no longer only for younger. The elderly become be professional in nutraceuticals, and are more likely to accept the opinions of professionals, and have self-judgment standards for the purchase of nutraceuticals. For the elderly, if the awareness of the product can be improved, the sales of the product will have a significant positive improvement.
