目標：本研究透過健康促進生活型態量表與問卷之調查，探索大台北地區350名受測者之健康促進生活型態、目標導向、主要健康消費行為與人口統計變數上之特色。方法：研究首先以健康促進生活型態量表(Health-Promoting Lifestyle Scale; HPLS)衡量受測者的健康相關日常習性，並詢問受測者之主要健康相關消費行為與對個人未來健康之目標導向，最後透過因素(factor analysis)與集群分析(cluster analysis)，歸納出四大健康族群。結果：四大族群分別為「人際關懷積極族」、「謹慎飲食防病族」、「規律生活態度族」與「運動保健求知族」。本研究發現，整體而言，各族群對健康所秉持的目標導向有顯著的差異，並且族群間的健康促進生活型態以及主要的健康相關產品服務之消費方式也不盡相同。結論：研究成果除可讓相關領域研究者藉此得知國人健康相關消費行為外，亦可進一步深入了解健康行為與內心目標之關連性，且藉由集群方法歸納的四大健康族群特色，可做為政府相關機關或健康推行單位在進行健康宣導與相關資源分配時之參考依據。

Objectives: The aim of this research was to explore the relationships among respondents' health related goal orientation, health promoting lifestyle, and demographic profile. Methods: We administered the Health Promoting Lifestyle Profile (HPLP) and a questionnaire to 350 respondents in order to assess health promoting lifestyle, main methods of pursuing or maintaining personal health, goal orientation for their own health, current personal health, and basic demographics. Factor analysis was utilized to extract six factors from the HPLP and cluster analysis found four different groups. Groups were named by referring to the results of the HPLP, respondents' goal orientations for their health, and their basic profiles. Results: People who belong to the same group not only have their own unique characteristics in daily health habits and health related product and service consumption but also hold a specific goal orientation about their expectations regarding health. Conclusions: With a series of analyses, the results provide insight into what motivates people with regard to personal health and suggest ways for both public and private institutions to promote health-related policies and activities.