蔡雅芳Ya-Fang Tsai廖安儀國際健康產業經營管理碩士在職專班2026-03-232024/7/3120242024/7/18https://handle.ncl.edu.tw/11296/yf9gh4https://scholars.csmu.edu.tw/handle/123456789/6437本研究旨在探討通路策略、直播平台形象、通路氣候對購買意願影響之研究—以台灣保健食品直播節目為例。本研究以台灣保健食品直播平台節目消費者為研究對象，來探究其「通路策略」、「直播平台形象」、「通路氣候」與「購買意願」之關係的相關文獻發展而成「通路策略、直播平台形象、通路氣候對購買意願影響之研究—以台灣保健食品直播節目為例」問卷，採用問卷調查法進行資料蒐集。本研究透過網路發放400份問卷，最後回收有效問卷361份，問卷完成率90.1%。根據統計分析結果，本研究歸納下列研究發現：（一）在通路策略方面，「一致性」是影響台灣保健食品直播平台通路策略的考量因素。在直播平台形象方面，「功能性」是影響台灣保健食品直播平台形象的考量因素。在通路氣候方面，「信任」是影響消費者通路氣候的重要因素。在購買意願方面，「使用楠哥哥直播節目推薦的保健食品後讓我感到快樂願意再次購買」是影響消費者購買意願最重要的考量因素。（二）消費者年齡、平時收看台灣保健食品直播節目主要的社群媒體管道、一個月收看保健食品直播節目次數、消費者半年內消費保健食品次數、消費者半年內消費保健食品金額對通路策略有部分顯著差異。（三）消費者年齡、平時收看台灣保健食品直播節目主要的社群媒體管道、一個月收看保健食品直播節目次數、消費者半年內消費保健食品次數、消費者半年內消費保健食品金額對直播平台形象有部分顯著差異。（四）消費者平時收看台灣保健食品直播節目主要的社群媒體管道、一個月收看保健食品直播節目次數、消費者半年內消費保健食品次數、消費者半年內消費保健食品金額對通路氣候有部分顯著差異。（五）消費者一個月收看保健食品直播節目次數、消費者半年內消費保健食品次數、消費者半年內消費保健食品金額對通路氣候有部分顯著差異。（六）通路策略、直播平台形象、通路氣候與購買意願有顯著正相關（七）由迴歸分析結果發現直播平台形象、通路氣候可正向預測消費者的購買意願，且直播平台形象、通路氣候是能影響購買意願因素。 最後，本研究依照前述結果給予相關建議，期待本研究提供未來台灣保健食品直播平台在直播節目、形象、通路的經營與規劃作為參考，進而提高購買率、再回購率。This study aims to explore the impact of channel strategy, live broadcast platform image, and channel climate on purchase intention—taking Taiwanese health food live broadcast programs as an example. This study takes consumers of health food live broadcast platform programs in Taiwan as the research object to explore the relationship between their "channel strategy", "live broadcast platform image", "channel climate" and "purchase intention". The related literature is developed into "channel strategy, Research on the influence of live broadcast platform image and channel climate on purchase intention - taking Taiwan health food live broadcast program as an example" Questionnaire, using questionnaire survey method to collect data. This study distributed 400 questionnaires through the Internet, and finally recovered 361 valid questionnaires, with a questionnaire completion rate of 90.1%. Based on the statistical analysis results, this study summarizes the following findings: (1) In terms of channel strategy, "consistency" is a consideration that affects the channel strategy of Taiwan's health food live broadcast platform. In terms of the image of the live broadcast platform, "functionality" is a consideration that affects the image of Taiwan's health food live broadcast platform. In terms of access climate, "trust" is an important factor affecting consumers' access climate. In terms of purchase intention, "After using the health food recommended by Brother Nan's live broadcast program, I feel happy and willing to buy again" is the most important consideration factor affecting consumers' purchase intention.(2) Consumer age, main social media channels for watching Taiwanese health food live broadcast programs, number of health food live broadcast programs watched in a month, number of times consumers consume health food within half a year, consumer consumption amount of health food within half a year, and channel strategy There are some significant differences.(3) Consumer age, main social media channels for watching Taiwanese health food live broadcast programs, the number of health food live broadcast programs watched in a month, the number of times consumers consume health food in half a year, and the amount of health food consumed by consumers in half a year, on the live broadcast platform There are some significant differences in the image.(4) The main social media channels through which consumers usually watch Taiwan’s health food live programs, the number of times they watch health food live programs in a month, the number of times consumers consume health food within half a year, and the amount of consumers’ consumption of health food within half a year partially affect the channel climate. significant difference.(5) The number of times consumers watch health food live programs in a month, the number of times consumers consume health food within half a year, and the amount of consumers’ consumption of health food within half a year have some significant differences in channel climate.(6) There is a significant positive correlation between channel strategy, live broadcast platform image, channel climate and purchase intention.(7) The regression analysis results show that the live broadcast platform image and access climate can positively predict consumers' purchase intention, and the live broadcast platform image and access climate are factors that can affect purchase intention. Finally, this study provides relevant suggestions based on the aforementioned results. It is expected that this study will provide a reference for the future management and planning of Taiwan's health food live broadcast platform in terms of live broadcast programs, image, and channels, thereby increasing the purchase rate and repurchase rate.台灣保健食品直播平台通路策略直播平台形象通路氣候購買意願Taiwan health foodlive broadcast platformchannel strategylive broadcast platform imagechannel atmospherepurchase intentionthesis