| 摘要: | 隨著人民所得提高，物質生活提升及人們平均壽命的延長，重視養生的觀念也日漸盛行，營養是人體基本的需求，擁有健康
的身體是人生最重要的事，促使人們開始購買與食用保健食品，本研究以購買過保健食品的消費者及未購買過保健食品的消費者區分為高、低年齡兩族群為研究對象，共搜集了372份問卷，經篩選填答不完整之問卷72份，實際有效問卷為300份。
本研究探討不同產品功能及涉入程度對購買意願之影響，並以年齡作為干擾變數，研究結果顯示，保健食品日常性產品功能及涉入程度對購買意願具有正向影響，年齡對產品功能與購買意願之關係具有部分干擾影響，然而，年齡對涉入程度與購買意願具有干擾影響。
Today better income and better life quality have been raising the life expectancy of human generation. Especially, the elder population is getting higher in Taiwan and most people this age have become more concerned about how to stay healthy. In order to stay healthy people purchase health supplies in pursuit of good health. To understand more about the reasons why people purchase health supplies, We focuses on examining consumers’ shopping experiences
in health supplies.
A total of 372 questionnaires were collected from people of different ages. Half of them were over 50 and the other half younger than 50. 72 copies of the questionnaires were not complete, so we actually had 300 valid questionnaires. This study investigated how the different product features and the degrees of involvement affect purchase intention, using age as an interference variable. The results show that health foods product function and the degree of involvement have a positive influence on purchase intention. As for age, it only has
partial interference on the relationship between product function and purchase intention. However, age has interference on the degrees of involvement and purchase intention. |
