隨著經濟起飛、生活條件的提高,保健食品相關產業逐漸成為關注開發的明星產業,目前行政院積極推動台灣的六大新興產業中,其中生技保健食品產業涵蓋於醫療保健的範疇。傳統中草藥產業得到政府大力支援後,對於利用生化科技將中草藥食品研發出科學中藥及保健食品中草藥等相關事業,更是如雨後春筍紛紛建立。 消費者在購買中草藥保健食品和食用科學中藥時,會優先思考自己在產品知識方面的了解程度,各個通路是否能提供專業的諮詢、詳細的提供功效和幫助,是否成為消費者所考慮的重點,這也是本研究有興趣的議題。本研究所要探討的議題是藉由提升中草藥保健食品暨科學中藥之產品知識及專業通路的服務和能力,是否會影響消費者購買的態度。 本研究之結論依據所提之研究目的,探討產品知識、產品通路、消費者態度等變數對消費者購買意願之影響 一、 產品知識對消費者態度有正向的影響。 二、 產品通路對消費者態度有正向的影響。 三、 消費者態度對購買意願有正向影響。 四、 產品知識對購買意願有正向影響。 五、 產品通路在產品知識影響消費者態度有干擾效果。 六、 人口統計變數之年齡、職業、年所得及購買地點對購買意願有顯著的影響。
With the economic take-off, the improvement of living conditions, health food related industries has become concerned about the development of the star industry. Biotechnology health food industry were covered in the scope of health care. Traditional Chinese herbal medicine industry, the Government strongly support, the use of biotechnology for the technology to develop science and medicine herbal foods and health food herbs and other related businesses. Consumers buy herbal health food , it will give priority to think about their own product knowledge in the understanding of the various access roads is to provide professional advice, detailed to provide efficiency and help it become the focus of consumers consider. This study investigates the issue is by enhancing herbal health food and Scientific knowledge of Chinese medicine products and professional services and channel capacity will affect the attitude of consumers. In conclusion, this study proposed based on the purpose of product knowledge, access features, purchase attitude variables on consumer purchase intention,the results show the following: 1. Product knowledge on consumer purchase attitudes have a positive influence. 2. Marketing channel on consumer purchase attitudes have a positive impact. 3.The attitude consumers have positive effects on purchase intention. 4. Product knowledge has a positive impact on purchase intention 5. Consumer characteristic to age, occupation, annual income and place of purchase and purchase intention has reveals the influence.