應用延伸性VAB模式探討消費者對保健食品之行為意圖

隨著慢性文明病的增加、過度肥胖與心血管疾病有逐漸上升的趨勢，從預防醫學的角度思考，保健食品可強化民眾抵抗疾病的能力，因此，各類保健食品、營養及膳食補充食品的商機受到企業的高度重視，促使保健食品成為新的風潮且蓬勃發展。本研究以價值-態度-行為(VAB)模式為核心，並納入產品知識、知覺利益及知覺風險等三個研究構念，並應用結構方程式(SEM)驗證研究假說，試圖探討消費者的健康價值觀是否會影響其對保健食品的興趣，並進一步影響其對於保健食品的行為意圖。本研究採便利抽樣法，總共發放500份問卷，經剔除88份無效問卷後，有效問卷為412份，有效問卷回收率約為82.4％。研究結果顯示：(1)健康價值觀會顯著正向影響其對保健食品的興趣；(2)對保健食品的興趣、產品知識及知覺利益亦會顯著正向影響行為意圖；(3)知覺風險會顯著負向影響行為意圖。冀望藉由上述研究結果，提供保健食品業者找出消費者購買保健食品的關鍵因素，以利制訂有效的行銷策略，為企業組織創造更大的商機。

With the increase of chronic civilization diseases, the prevalence ofobesity and cardiovascular diseases have been on the rise. From a preventivemedicine perspective, health foods can enhance a person’s disease resistance.Therefore, enterprises attached great value to the business opportunitiesprovided by various health foods, nutritional supplements, and dietarysupplements, enabling these products to trend and become profitable. Withvalue-attitude-behavior (VAB) model as the core, three research constructs,namely product knowledge, perceived benefits, and perceived risks wereincluded in this study. Structural equation modelling (SEM) was used to verifythe research hypothesis, and to explore whether consumers’ health valueswould affect their interest in health foods, thus influencing their behavioralintentions toward the same. A convenience sampling method was used todistribute a total of 500 questionnaires for this study. After excluding 88 invalidquestionnaires, 412 valid questionnaires were obtained, and the recovery rateof valid questionnaire was 82.4%.The results suggest that: (1) health values will have a significant positiveinfluence on interest in health foods; (2) interest in health foods, productknowledge, and perceived benefits will have a significant positive influence onbehavioral intentions; and (3) perceived risks will have a significant negativeinfluence on behavioral intentions. The aim of this study is to aid the healthfood sector identify the key factors that motivate consumers to purchase healthfoods, and implement effective marketing strategies that create greater businessopportunities.