臺灣博碩士論文加值系統

台灣近年來食安風暴問題、慢性病及文明病人數的攀升、以及人口老化等因素，讓民眾自我健康意識抬頭，進而對保健食品需求增加。近年來國人對保健食品消費有逐漸增加之趨勢，台灣保健食品產業也成為臺灣及國際間重要發展潛力的產業。根據食品所ITIS計劃調查及研究，2015年台灣保健食品市場規模約有新台幣1,155億元。

本研究是要探討台灣保健食品消費者購買意願的影響因素，即從消費者的自我健康意識、品質意識、價格意識等因素，探討其對消費者保健食品購買意願的影響。研究對象以台灣一般消費之民眾，採用網路問卷發放方式蒐集實證資料，並使用LISREL評估問卷之測量效度，以SPSS統計軟體進行資料之描述性分析及研究假說驗證。

本研究結果顯示消費者的健康意識對保健食品購買意願無正向關係，消費者的品質意識、價格意識對保健食品購買意願有正向關係。

The health awareness of Taiwanese people has been increasing in recent years given the increasing of aging populations, increasing the prevalence of chronic diseases and the rising concern on food safety. As a result, the demand of health food is also growing. The market potential of health food is massive for both Taiwan and international. According to the research and investigation from ITIS, the market size of health food reached around NTD1155 billion in 2015.

The purpose of this study is to look into what factors that influences the wiliness to buy of consumers. We put consumer's self-health awareness, quality awareness and price awareness are the factors that influence consumer’s buying behaviors. The questionnaire was delivered to general consumers via internet to correct empirical data. The LISREL was used to evaluate the validity of the questionnaire. SPSS statistical software was used to analyze the descriptive data and to verify the hypothesis.
The results showed that consumer's quality awareness, price awareness of health food purchase intention have statistically significant co-relation with wiliness to buy. However, the health awareness showed no significantly co-related with wiliness to buy.

目錄
謝詞 I
中文摘要 II
英文摘要 III
目錄 IV
圖次 VI
表次 VII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討 5
第一節 健康意識 6
第二節 品質意識 7
第三節 價格意識 8
第四節 購買意願 8
第三章 研究方法 9
第一節 研究架構 9
第二節 研究假說 10
第三節 各研究變數之操作性定義及測量 10
第四節 問卷設計與前測 15
第五節 研究對象與資料蒐集 20
第六節 資料分析方法 20
第四章 實證分析 21
第一節 敘述統計 21
第二節 測量信度及效度分析 28
第三節 假說驗證 33
第五章 結論與建議 35
第一節 研究結論 35
第二節 行銷意涵 37
第三節 研究限制與建議 38
參考文獻 39
附錄一 調查問卷 41
著作權聲明 44

參考文獻
一、英文參考文獻
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Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of marketing research, 307-319.
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Lichtenstein, D. R., Ridgway, N. M., & Netemeyer, R. G. (1993). Price perceptions and consumer shopping behavior: a field study. Journal of marketing research, 234-245.
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Monroe, K. B., & Petroshius, S. M. (1981). Buyers' perceptions of price: An update of the evidence. Perspectives in consumer behavior, 3(23), 42.
Moorman, C. (1990). The effects of stimulus and consumer characteristics on the utilization of nutrition information. Journal of Consumer Research, 17(3), 362-374.
Moorman, C., & Matulich, E. (1993). A model of consumers' preventive health behaviors: The role of health motivation and health ability. Journal of Consumer Research, 20(2), 208-228.
Van Doorn, J., & Verhoef, P. C. (2015). Drivers of and barriers to organic purchase behavior. Journal of Retailing, 91(3), 436-450
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of marketing, 2-22.
二、網路參考文獻
健康食品管理法(2006)。FDA食品藥物消費者知識服務網。2016年7月13日。取自
https://consumer.fda.gov.tw/Law/Detail.aspx?nodeID=518&lawid=167
健康食品概說(2010)。衛生福利部食品藥物管理署。2016年11月22日。取自http://www.fda.gov.tw/TC/siteContent.aspx?sid=1776#.V6A0veSJE2w
簡相堂等(2016)。2016年食品產業年鑑(試讀檔) 1-30。itis智網。2016年8月12日。取自0http://www2.itis.org.tw/PubReport/PubReport_Deta
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