健康食品購買經驗與品牌信任間關係-以訊息來源當干擾變數

隨著醫療環境的進步，高齡社會已是不可避免的趨勢，身體健康成為人們相當重視的議題，因而帶起健康食品之潮流。本研究主要目的為探討消費者購買經驗與品牌信任的關係，並分析不同訊息來源對購買經驗與品牌信任的干擾效果。本研究以問卷調查法取樣，有效樣本數為310人，樣本多為女性、中年、收入中等以及大學學歷者。統計資料進行信度分析後，再透過迴歸分析進行檢測假設支持與否。本研究發現，購買經驗會正向影響品牌信任，意即當消費者購買次數及購買金額增加時，對該品牌的信任也會提升。此外，不同的訊息來源也有干擾效果，在網路、店面及親友推薦下，購買經驗對品牌信任有較正向的影響；然而在電視或報章雜誌訊息管道的購買經驗負向影響品牌信任。根據本研究結果提出管理實務建議及後續研究之參考

關鍵字

健康食品；購買經驗；品牌信任

並列摘要

With the advance of the medical environment recently, the aging society is an unavoidable trend. Moreover, Health has become a matter of great importance to people, and thus bring the trend of eating healthy food. The main purpose of this study is to explore the relationship between purchase experience and brand trust, and analyze the moderating effects of information channel on the relationship between purchase experience and brand trust. In this study, a sample of 310 respondents was sampled by questionnaires. Most of the samples were female, middle-aged, middle-income and college-educated. Finally, we gather these data for statistical analysis of the reliability, and then went through the regression analysis to examine whether hypotheses were support or not. The result of research is that purchase experience will positively affect the brand trust, that is, the higher frequency and amount of purchase, the higher brand trust. In addition, different information channel also have moderating effects on the relationship between purchase experience and brand trust. In the channels of network, store and friends and relatives recommended, the purchase of brand trust has a positive impact. However, in the channels of TV, newspaper and magazines, purchase experience is negatively influence brand trust. According to the results of this study, managerial implications are proposed and references for future studies are provided.