知覺價格、產品資訊對機能性健康食品購買意願之影響－以健康概念為干擾變數

THE INFLUENCES OF PERCEIVED PRICE AND PRODUCT INFORMATION ON PURCHASE INTENTION OF FUNCTIONAL HEALTH FOODS－WITH HEALTH CONCEPTION AS A MODERATOR

朱容增(Rung-Tseng Ju)

指導教授 ： 陳美芳

大同大學/經營設計學院/事業經營學系所/碩士(2007年)

摘要

健康養身、延年益壽是目前忙碌的現代人不斷追求的目標。隨著科技不斷的進步，忙碌的人們漸漸開始了解到養身的重要性。許多的保健食品慢慢的取代了一般性食品成為市場上的新寵兒。然而，許多消費者對於保健食品或是健康食品並沒有足夠的認知。然而，許多的消費者對於保健食品或是健康食品並沒有充足的認知。狹義的健康食品，意指已通過政府認可的健康食品管理法的食品。為了符合消費者一般的認知並且擴大健康食品的範圍，本研究將聚焦在「機能性健康食品」。
由於消費者對於機能性健康食品的涉入程度會影響消費者的購買意願。本研究在研究1（低產品涉入）和研究2（高產品涉入）中分別使用了2×2×2受試者間實驗設計來探討消費者在高低不同知覺價格和高低不同產品資訊對於機能性健康食品購買意願的影響以及高低不同健康概念的干擾效果。

研究結果指出，(1)在高涉入和低涉入的情境下對於機能性健康食品的購買意願有顯著的差異。(2)知覺價格和產品資訊對於機能性健康食品購買意願的主要效果也是顯著的。(3)健康概念在消費者對於健康食品的購買意願上有部份顯著的干擾效果。此外，在高涉入的機能性健康食品情境下，消費者會更注意產品的標示。然而在高涉入且高知覺價格的機能性健康食品情境下，隨著產品資訊的提升，健康概念較低的消費者會產生「一窩蜂」的現象，對機能性健康食品展現出較高的購買意願。
關鍵字：機能性健康食品、知覺價格、產品資訊、購買意願。

關鍵字

產品資訊 ； 知覺價格 ； 機能性健康食品 ； 購買意願

並列摘要

From the past to nowadays, prolonging one’s life is always a constant ideal. Due to the improvement and the progress of the technologies, people are gradually aware of the importance of keeping oneself healthy. Numerous health-care foods have gradually replaced general food products and become the new favorite in the consumer’s markets. However, many consumers don’t have enough cognition of the health-care foods or the health foods. The narrowly defined “health foods” means those foods have passed the government’s stipulated health foods control act. In order to meet with the consumer’s general cognition and expand the categories of the health foods included, this study focuses on “the functional health foods”.

Since the consumer’s involvement in the functional health foods will influence his/her consumer’s purchase intention. Therefore, this study uses a 2×2×2 between-subjects factorial design to examine the influences of perceived price and product information of the functional health foods on the consumer’s purchase intention across his/her health conception in Study 1 (low involvement) and Study 2 (high involvement) respectively.

The results of this study indicate that (1) there is a significant difference between high involvement functional health foods and low involvement functional health foods; (2) the main effects of the perceived price and product information are significant in different involvement functional health food; (3) the health conception moderator has a partial significant moderating effect on the consumer’s purchase intention of the functional health foods in different involvement. Moreover, in the high involvement functional health foods context, the consumers will pay more attention to the product information. In the high involvement and the high perceived price context, the consumers who have low health conceptions will follow the “herd instinct” and have higher intentions in purchasing functional health foods.

並列關鍵字

product information ； perceived price ； the functional health foods ； health conception ； purchase intention.

參考文獻

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