健康食品之知覺產品形象與知覺功效對購買意願影響－以中醫文化認同為調節變數

The Impact of Health Food Perceived Product Image and Effect on Consumer Purchasing Intention – Chinese Medical Cultural Identity as a Moderator

唐宜鉅(Yi-Chu Tang)

指導教授 ： 邱光輝

國立臺北大學/商學院/企業管理學系/碩士(2012年)

摘要

隨著台灣經濟起飛，人們生活型態的改變，外食人口與工作壓力，造成肥胖、過勞、糖尿病、高血壓、高血脂等慢性疾病問題。國人素有「藥食同源」與「藥補不如食補」的傳統養生保健觀念，促使國人不再只是消極地追求健康，而是積極的希望在飲食中攝取適量「保健成分」，使得健康食品市場成為關注的明星產業。
本研究主要探討知覺產品形象與健康食品宣稱的保健功效對於購買意願的影響，且以中醫文化認同為調節變數。透過實驗設計的方式，探討自變數-知覺產品形象 (西方、漢方)、知覺功效 (改善外貌與體態、減少健康與疾病問題)，對依變數-購買意願的影響，且以中醫文化認同為調節變數，分析消費者對於中醫文化認同的高低，是否會與知覺產品形象及知覺功效產生交互作用影響購買意願。
研究結果發現：
1.知覺產品形象、知覺功效、知覺產品形象與知覺功效交互效果對於購買意願的影響皆有顯著差異。
2.在調節效果方面，消費者中醫文化認同傾向與知覺產品形象、知覺功效的交互作用對購買意願有顯著影響；但知覺產品形象與知覺功效交互效果與中醫文化認同的交互作用對購買意願影響，則未有顯著差異。

關鍵字

知覺產品形象 ； 知覺功效 ； 中醫文化認同 ； 購買意願

並列摘要

With Taiwan's economy take off, popular lifestyle change, fastfood junkie and working pressure, causing obesity, karoshi, diabetes, hypertension, hyperlipidemia and other chronic diseases. The people known as the traditional concept of health care “Chinese medicine as both drug and food” and “food as tonic better than medicine”, prompting people to the pursuit of health is no longer just passive, but active hope ingest in the adequate amount of “health ingredients” in the diet. This trend making healthy food market has become the star industry.
This study investigates the perceived product image and the claimed health effect of healthy food for purchasing intention, and how the Chinese cultural identity moderate this effect in this study. By means of experimental design, explore independent variables – perceived product image (occident or orient), perceived effect (improve the appearance and body shape or reduce health and illness issues), to the dependent variable of purchasing intention, and Chinese medical cultural identity as a moderator, analysis of consumers' intention of Chinese medical cultural identity, whether the perceived product image and effect of the interaction affect the purchasing intention.
The results showed that:
(1) Perceived product image, perceived effect, and their interaction would influence purchasing intention significantly.
(2) The moderate effect of the perceived product image, perceived effect would moderate the effect significantly, but their interactive effect would not.

並列關鍵字

perceived product image ； perceived effect ； Chinese medical cultural identity ； purchasing intention

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