健康食品標籤對消費者知覺行為控制和購買意圖影響之研究

研究背景為新冠疫情尚未結束的現在，消費者健康意識逐漸的提升，對於保健食品的需求也越來越高漲，為此政府推出《健康食品管理法》幫助消費者控管市面上的保健食品，使得消費者可以通過健康食品標籤去決定適合自己的健康食品。本研究使用理性行為方法 (RAA) 為基礎，本研究目的主要想探討健康食品標籤對消費者購買行為意圖的影響，所以在背景因素 (個人、社會、資訊) 方面，限制為知道或看過健康食品標籤的臺灣民眾，再將健康食品標籤分成標籤渴望和標籤滿意度兩個研究變數，探討他們分別對於知覺行為控制、行為態度和主觀規範的影響，進而會不會影響消費者購買健康食品的行為意圖，並由於新冠疫情的關係，採用線上發放問卷的方式。在本研究中可以得知知道健康食品標籤的消費者與不知道健康食品標籤的消費者占比是40%比上60%，因此本研究建議政府或廠商可以多推廣健康食品標籤，讓消費者更認識且擁有足夠的相關知識。而研究結果表明標籤渴望和標籤滿意度對知覺行為控制、行為態度和主觀規範會產生正面顯著影響，行為態度、主觀規範對行為意圖產生正面顯著影響，而知覺行為控制對行為意圖產生不顯著影響。

關鍵字

健康食品標籤；理性行為方法

並列摘要

The research background is that the COVID-19 has not ended. Consumer think their health is very important for them, and the demand for health food is also increasing. For this reason, the government launched the "Healthy Food Management Law" to help consumers control the health food on the market. Consumers can use it and know about which health food labelling suit them. This study is based on the Reasoned Action Approach (RAA). The purpose of this subject wants to discuss about research on the influence of health food labelling on consumers’ perceived behavioral control and intention to purchase. Therefore, in terms of background factors (individual, social, and information), the study was limited to Taiwanese people who knew or saw the health food labelling. We use two variables in the health food labelling : labelling desire and labelling satisfaction. To investigate their effects on perceived behavioral control, attitude toward behavior, and subjective norm respectively. And also investigate the effect of health food labeling on perceived behavioral control, attitude toward behavior, and subjective norm on consumers' intention to purchase health food. We use online questionnaire in Taiwan at the moment, because of covid-19. In this study, it can know about the proportion of consumers who know health food labelling and consumers who do not know health food labelling is 40% compared to 60%. Therefore, this study suggests that the government or manufacturers can promote more healthy food labelling, so consumers can be more information and have sufficient relevant knowledge. The results show that labelling desire and labelling satisfaction have a positive and significant effect on perceived behavioral control, attitude toward behavior, and subjective norm respectively. Attitude toward behavior and subjective norm have a positive and significant effect on intention, but perceived behavioral control has no significant effect on intention.