廣告對消費者購買生技保健食品意願之影響

The Effect of Biotech Health Food Advertisement on Consumer Purchase Intention

吳心如(Hsin-Ju Wu)

指導教授 ： 嚴奇峰

中原大學/商學院/企業管理研究所/碩士(2006年)

https://doi.org/10.6840/cycu200600336

摘要

生技產業的變遷迅速與蓬勃發展，在全球的熱潮中急起直追，生技保健食品在國內外也已都是相當受到重視和普及的產品，近年來我國投入生技業的傳統食品公司也與日俱增。雖然生物科技興起，許多消費者仍對這個技術範疇不甚瞭解，有許多研究顯示，消費者會藉由廣告增加對廠商的信任感，並且消弭對生技產品的知覺風險(Sinclair & Irani 2005)。廣告也可以改變消費者習慣及觀念，因為廣告不只能傳播產品或服務的新訊息，更能引導及鼓勵消費者去嘗試使用新產品或服務，影響消費者的日常生活作息及其對事物的看法。所以廣告如何影響消費者選擇生技保健食品是一個值得研究探討的課題。
本研究旨在討論廣告對於消費者購買生技保健食品意願的影響力。根據文獻的探討，本研究發展出以廣告代言人特性、品牌聲譽、廣告論述強度以及消費者購買意願等為變數的研究架構，以準實驗設計，在生技保健食品的範圍下，以蜆精為研究產品，針對中原大學的六百多位大學生為研究對象，來探討消費者的購買意願。
研究結果顯示，廣告代言人特性、品牌聲譽以及消費者產品知識會顯著地影響消費者購買意願，且代言人專業度的影響力會顯著於其他變數，消費者產品知識也會干擾消費者受到代言人專業度廣告的影響，產品知識越低者越容易受代言人高專業度廣告的影響，使購買意願增加。
藉由本研究的結果，可以在生技保健食品的廣告方面提供理論和實務的策略見解，期許對學界與業界有所貢獻。

關鍵字

代言人特性 ； 品牌聲譽 ； 廣告論述強度 ； 消費者產品知識 ； 消費者購買意願

並列摘要

Biotech industry has been progressing and developing rapidly that it brings a global upsurge. In this process, people have been placing more importance on biotech health foods as they popularize worldwide. Traditional food companies in Taiwan also discovered the trend and have started to transform themselves to invest in the biotech industry. Nevertheless, while there is “biotech fever”, many consumers know little about this industry.
Studies show that consumers build up their confidence in manufacturers as well as smooth away their perceived risk (Sinclair & Irani 2005) by seeing commercial advertisements. Not only do commercial ads disseminate information of new products or services, but also they induce consumers to give a trial to new products, which may affect consumers’ consumption habits and perceptions toward the products. Thus, the influence of commercial ads toward biotech health food may be an issue that worth discussing.
This research is an effort to study the influence of biotech health food advertisement on consumer purchase intention. In this research, the following variables developed from previous studies have been used as its conceptual framework: endorser characteristic, brand reputation, consumer product knowledge, and consumer purchase intention. Taking biotech health food as its general topic, this research has specified the Clam Extraction as a typical product. The objectives are directed at the six hundred undergraduate.
The result of the study described that endorser characteristic, brand reputation and consumer product knowledge will affect consumer purchase intention significantly. Consumer product knowledge will interfere the effect of endorser expertise advertisement on consumer purchase intention.
With the results of this research, these were expected to offer several theoretical and practical views to biotech industry and academia.

並列關鍵字

endorser characteristic ； consumer product knowledge ； advertising argument strength ； consumer purchase intention ； brand reputation

參考文獻

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