保健食品功能需求對知覺價值與購買意願之影響：以廣告訊息為調節變項

隨著所得的提高，生活品質的提升和醫療技術的進步，延長了人類的壽命。以及民眾對健康生活觀念的抬頭、慢性疾病的增加、人口結構中高齡化等因素；漸進對養生的觀念也日漸盛行。本研究目的以保健食品行銷廣告活動現有與潛在消費者為研究對象。主要探討消費者的知覺價值、購買意願及廣告訊息論點之間的關係。因此參考以下學者 Van Buul VJ , Brouns FJ（2015）所提出的功能性食品著重於營養和健康上的認知。以及Lee PY et al.（2014）探討對於消費決策所提供的啟示和建議都有助於食品行銷提昇消費購買意願。而Dixon HG（2007）提出營養食品的廣告能增加促進對保健食品的積極態度和信念。本研究透過網路線上問卷之抽樣方式進行便利抽樣。樣本對象主要以使用過保健食品及未使用過保健食品為研究對象，問卷調查時間為2019年2月22日至2019年3月15日有效問卷564份，回收率100%。本研究根據文獻，訂立研究假設，其研究結果如下：假設一獲得支持：保健食品功能需求對知覺價值具有顯著正向影響。假設二獲得支持：知覺價值對購買意願具有顯著正向影響。假設三獲得支持：知覺價值在保健食品功能需求對購買意願之影響上有顯著中介效果。假設四未獲得支持：廣告訊息在保健食品功能對購買意願的影響上不具有顯著調節關係。假設五獲得支持：不同人口統計變項的消費者在保健食品功能需求、知覺價值、購買意願及廣告訊息上的差異。研究分析，消費者需先了解自身的身體狀況與生活習慣後，才能有效選購適合本身需求的保健食品。企業應善用消費者所自覺的健康狀況來擴展保健食品市場。另消費者主動蒐集資訊的行為可以增加相關資訊取得的完整度和對產品的認同度，因消費者對於廣告涉入程度不同，業者可以推出符合不同年齡需求的保健食品及品質服務，增加消費者購買意願。

關鍵字

保健食品功能；知覺價值；購買意願；廣告訊息

並列摘要

With the increase of income, the improvement of quality of life and advances in medical technology that extended the life span of human beings. As well as the rise of people's concept of healthy life, the increase of chronic diseases, the aging of the population structure and other factors that improve the health-caring concepts of people. The purpose of this study is to survey the present and potential consumers of health food marketing to explores the relationship among consumer perceived value, purchase intention and advertising messages. The references are cited from scholars like Van Buul VJ and Brouns FJ (2015) who contend the functional foods focusing on nutrition and health awareness. And Lee PY et al. (2014) explores the lessons and suggestions provided for consumer’s decisions that help food marketing increase consumer’s purchase intention. Dixon HG (2007) suggests that advertising messanges for nutritious foods can increase consumer’s positive attitudes and beliefs towards health food. This study facilitates sampling by means of online questionnaire. The samples are who had ever used health food and who had never used health food. as the subject of The questionnaire survey time is from February 22, 2019 to March 15, 2019. Finally, there are 564 valid questionnaires are received and the recovery rate of 100%. Based on the literature and analysis, the results of this study are as follows： Hypothesis 1 is supported：The functional demand of health food has a significant positive effect on the perceived value. Hypothesis 2 is supported：Perceived value has a significant positive effect on the purchase intention. Hypothesis 3 is supported: Perceived value has a significant moderating effect on the effect of health food functional demand on the purchase intention. Hypothesis 4 is supported: Advertising messages do not have a moderating effect on the effect of health food functional demand on the purchase intention. Hypothesis 5 is partially supported: Demographic variables of samples have some significant differences on their perceived value, purchase intention, and advertising messages. By the research and analysis, this study finds that consumers also need to understand their own physical condition and living habits, in order to effectively choose suitable health food. Enterprises should make good use by consumers' conscious health conditions to expand the health food market. Meanwhile the active information gathering by consumers can increase the integrity of relevant information and the degree of identification with the product. And as the degree of advertising involvement of consumer is different, the business can introduce health food and quality services accordance with different consumer age needs to increase their purchase intention.