產品涉入對消費者購買保健食品意願之影響—以食用酵素為例

The Effect of Product Involvement for Health Food on Consumer Purchase Intention— A Case of Enzyme

蔡德蕙(De-Huei Tsai)

指導教授 ： 邱榆淨

中原大學/商學院/企業管理研究所/碩士(2009年)

https://doi.org/10.6840/CYCU.2009.00817

摘要

由於近年來國人有肥胖問題，肥胖是造成十大死因的一關鍵致病因子，台灣國民雖然物質生活品質不斷提升，所面臨的環境卻是萬事追求效率、迅速，因此人們承受更多壓力，而常以過量的飲食來紓解壓力，如此造成了肥胖。然而，近年來媒體大肆宣傳「瘦才是美的象徵」，人們面臨節制飲食保持好身材卻又想享受美食，而產生消費者飲食與保健的矛盾心態。保健食品不僅能使人體迅速達到健康，使得保健食品的需求增加，因而帶動了台灣生技產業的蓬勃發展，國內尤其以食品生技產業佔整體生技產業總營業額的比重最高（26.6%），由此可知我國生技產業現階段較偏向食品生技領域。生技廠商為提高自家產品的知名度，因此會透過媒體的熱烈宣傳，讓更多人認識了解進而購買保健食品。
食用酵素具有促進新陳代謝及避免肥胖的效果，因此本研究將食用酵素作為研究的標的物，並且研究消費者對於食用酵素的涉入程度與購買意願的關係，接著是消費者對食用酵素的知識、生活習慣和人口統計變數對購買意願的干擾效果。透過問卷調查，並使用SPSS統計軟體，所得到的研究結果發現消費者的產品涉入程度會影響其購買意願，當消費者的產品涉入程度愈高，則消費者的購買意願愈高；而消費者的產品知識與生活習慣對購買食用酵素的意願也具有明顯的干擾效果，人口統計變數則是具有部分干擾效果。另外，為了擬定行銷建議，本研究將消費者分成運動型、完備型與食補型三個集群，並且給予生技廠商不同的建議。

關鍵字

食用酵素 ； 購買意願 ； 人口統計變數 ； 生活習慣 ； 產品涉入 ； 產品知識

並列摘要

Owing to obesity problem, obesity is an important factor of the top ten diseases in Taiwan. Although physical life is better to better, people is under a lot of stress because everything must be more efficient and sooner. Therefore, they loose stress by eating exceeded foods but becoming fat. However, the mass media always advocates that a slim body becomes a beauty symbol. Facing to control calorie and enjoy eating, consumers have eating and healthy paradox. Due to the fact that health food quickly makes body healthy, the demand of health food is increasing. Consequently, biotechnology industry is more flourishing in Taiwan, especially for food biotech industry. Food biotech industry is the highest rate and makes up 26.6% of the total yearly sales for domestic biotechnology industry. What we know domestic biotechnology industry focus on food biotech. Sellers will raise their reputation by the mass media in order to attract more people to buy health food.
“Enzyme” is the study object because it can promote metabolism and avoid obesity. The purpose of this study is the relationship between consumers’ enzyme involvement and purchase intention. Second, it discusses the moderating effect of product knowledge, life habit and demographics to purchase intention. By questionnaire and SPSS statistic software, there are some outcomes in this study as followed: First, consumers’ product involvement has an effect on purchase intention; if the more to the degree of product involvement is, the more purchase intention is. Second, it is apparent that product knowledge and life habit have moderating effect on purchase intention. Third, demographics have partial moderating effect on purchase intention. Furthermore, this study divides consumers into 3 groups （athletic group, perfect group and health-eating group）, so as to frame some marketing suggestions for food biotech firms.

並列關鍵字

Purchase intention ； Product knowledge ； Enzyme ； Demographics ； Life habit ； Product involvement

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