大学生对松花粉保健品的认知态度行为调查与分析

The Survey and Analysis of Cognition and Attitude Toward PinePollen Health Care Products among College Students

了解大学生群体对松花粉保健品的认知、‘态度、消费行为，并对使用后的功效自我评价。在烟台市不同区域4所高校采取随机抽样的方法进行问卷调查，发现仅有25％的大学生知晓保健食品的认证标识，但在对待保健品的态度上，仍有59．3％的人认为是对其功效价值的过度夸大宣传，可信度不高。大学生认知松花粉保健品的主要渠道是通过网络（41％）和药店宣传（31％）。结论是大学生对于松花粉保健品的认知比较模糊，对于其服用后的功效评价总体不高。为促进大学生对松花粉保健品的正确认知、理智消费态度及健康行为的建立，提出应从学校教育、政府机构监管两个方面抓起。

Objective To analyze the knowledge, attitude and practice on pine pollen health care products among college students, and to understand their function evaluation after-use. Methods Questionnaire surveys were conducted by random selection among college students in four colleges of Yantai City. Only 25% of the students had the knowledge of certification mark of health products, but 59.3% of the students think that the value of its efficacy was exaggerated and credibility is not high. The main channels of the cognition to pine pollen health care products among college students are through the Internet （41%） and pharmacists （31%）. Mo st students have a vague knowledge of pine pollen health care products and they do not achieve sound evaluation on the whole.In order to promote correct recognition of pine pollen health products, and establisha sound rational consumption attitudes and behavior among college students, school education and government regulation shouled be reinforced.