- 學位論文
框架效果應用於保健食品對消費者在線上購買意願之影響
Framing Effect on Online Consumer Purchase Intention for Health Foods
摘要
隨著現今醫學與公共衛生進步，台灣已逐漸走入高齡化社會，且由於社會資訊發達與預防醫學觀念的普及，國人的健康意識抬頭，使得運用生物科技技術製成的保健食品，由早期屬有經濟能力之人使用的奢侈品，轉變成一般普羅大眾的必需品，使得保健食品之市場逐漸擴大。 本研究探討消費者在網路上選購保健食品時，以框架效果(framing effect)所呈現訊息框架與包裝框架的銷售方式，對保健食品購買意願的影響。並且加入產品知識及產品來源國做為干擾變數，來探討是否會減弱訊息框架與包裝框架對保健食品購買意願的影響。本實驗採取 2(訊息框架：正面/反面) × 2(包裝框架：1天2顆(60顆入)/1天1顆(30顆入)) × 2(產品知識：高/低)以及2(訊息框架：正面/反面) × 2(包裝框架：1天2顆(60顆入)/1天1顆(30顆入)) × 2(來源國形象：高/低)的實驗設計，共形成16個實驗組。本實驗透過網路與紙本發放實驗設計問卷，共回收640份有效樣本，採用ANOVA進行統計分析，已驗證本研究所推定之研究假設。 研究結果發現，(1)保健食品在銷售上以負面訊息框架呈現，消費者的購買意願會高於以正面訊息框架呈現；(2)保健食品以1天2顆(60顆入)的包裝銷售，消費者的購買意願會高於1天1顆(30顆入)的包裝；(3)當消費者保健食品產品知識較高時，會減弱訊息框架與包裝框架對消費者購買意願的影響；(4)當保健食品的來源國形象較高時，會減弱訊息框架與包裝框架對消費者購買意願的影響。
並列摘要
As the advances of medication and public health, Taiwan has gradually become an aging society. Because of the popularity of social information and the concepts of preventive ication, people are rising their health –awareness. Also made use of biotechnology techniques into health food, therefore, the early case of luxury goods become the general public necessities, making health food market is gradually expanding. The main idea of this study is to test when consumers are purchasing health foods, the influence of framing effects by massage framing and package framing on consumers’ purchase intention. This study also used product knowledge and country- of- origin as moderators to examine whether moderator will decline the influence of massage framing and package framing on purchase intention about health foods. The experiment is based on design a 2 (massage framing: positive/ negative) x2 (package framing: 2 pills a day, 60 pills a month/ 1 pill a day, 30 pills a month) x2 (product knowledge: high/ low) and a 2 (massage framing: positive/ negative) x2 (package framing: 2 pills a day, 60 pills a month/ 1 pill a day, 30 pills a month) x2 (Country- of- origin image: high/ low). There were total 16 experimental groups. This study collected online and physical questionnaires as data source and 640 valid subjects are retrieved. This study used ANOVA to do statistical analysis to validate hypotheses of this study. The results of this research are as follows: First, consumers have higher purchase intention when they are facing negative massage framing of health foods than positive massage framing. Second, consumers have higher purchase intention when packages are presented by 60 pills than 30 pills. Third, when consumers have higher product knowledge, the influences of massage framing and package framing on purchase intention will be declined. Finally, when country- of- origin image is higher, the influences of massage framing and package framing on purchase intention also will be declined.