健康食品的認知、購買意願對忠誠度影響之研究

The Effects of Cognition and Purchase Intention of Healthy Food Products on Customer Loyalty

林真淳(Jhen-Chun Lin) ； 許嘉峰(Jia-Fong Syu) ； 黃建豪(Jian-Hao Huang) ； 洪存菁(Cun-Jing Hong) ； 張文齡(Wen-Ling Chang) ； 黃翠瑛(Tsui-Ying Huang)

《台灣農學會報》 9卷5期 (2008/10) Pp. 472-482

https://doi.org/10.6730/JAAT.200810_9(5).0005

摘要

台灣人口逐漸高齡化，國人對於健康保健意識抬頭，購買健康食品的需求漸增，近年以來，業界研發各種不同保健功能的健康食品提供顧客採買，並發現顧客對健康食品公司的產品忠誠，仍處在模糊不穩定階段，因此本文想廣泛了解，對於新興產業的健康食品其顧客忠誠度是否雷同過去的產業研究，會受認知及購買意願影響，所以本研究探討消費者健康食品的認知、購買意願對忠誠度的影響效果。本研究以便利取樣有312份樣本數，採結構方程模式(SEM)進行理論驗證。結果發現消費者健康食品認知越強其對購買意願也越強；消費者健康食品購買意願越強，其對忠誠度也越強；消費者健康食品認知越強其對忠誠度也越強。企業為了維持顧客忠誠度，行銷策略可以同時從消費者對健康食品的認知以及刺激購買意願著手；在健康食品的認知方面，尤其要重視效用說明、品質保證；在提升購買意願方面，則要重視專家代言、改善者見證事實的方式。

關鍵字

認知 ； 購買意願 ； 忠誠度 ； 結構方程模式

並列摘要

As people in Taiwan age, their health care consciousness increases and they purchase healthier food. In recent years, many different kinds of healthy food have been developed to provide the customer more choice. Finding that the customer is loyal to a healthy food company's product, the extent of that loyalty is still undetermined. Therefore this study sought to understand how the customer's cognition and the purchase intention influence their loyalty to healthy food products.
In this study, 312 consumers were examined to determine their cognition and purchase intention regarding loyalty when buying healthy food in Taiwan. A conceptual model positing the hypotheses of cognition and purchase intention and loyalty when buying healthy food was developed. Structural equation modeling was used to test our hypotheses. The results showed that cognition positively affects the purchase intention. The purchase intention positively affects the loyalty. The cognition positively affects the loyalty. Based on the findings, we suggest that entrepreneurs can market their products according to consumer's cognition and promote their purchase intention. Consumers focus on companies explaining utilities and vouching for the quality of their health food products. Promoting consumers' purchase intention by using authority and facts should be promoted.

並列關鍵字

Cognition ； Purchase intention ； Loyalty ； SEM