保健食品消費者知覺價值及滿意度對行為意圖之影響

Effects of perceived values and satisfaction of health care products consumers towards their behavioral intentions

物質生活不斷提升，保健意識也隨之興起，在政府政策支持下，生物科技產業儼然成為明日之星，然而市場上充斥眾多品牌保健食品，再加上資訊普及，消費者隨時都可以獲取市場上最新訊息，而這些訊息來源也會影響消費者對該產品品牌產生評估動作，評估的總和便是消費者對該產品品牌的知覺價值。所以如何掌握及控制其知覺價值，也是企業經營一大重點。尤其當消費者有良好知覺價值後，對產品的滿意度也是會相對提高，然後其會產生一些行為意圖，而這些行為意圖包括口碑行銷或是品牌塑造等方面，有形無形替企業形象做宣傳。本研究統計分析採用驗證性因素分析、結構方程模式來檢定研究假設。研究的結論：一、知覺價值對顧客滿意度有正向影響；二、滿意度對行為意圖有正向影響；三、知覺價值對行為意圖正向影響是未顯著的。研究結果得知保健食品消費者知覺價值、滿意度及行為意圖間之彼此間關係，更可作為企業未來市場行銷重要參考依據。

Along with rising of materialistic life, health awareness is rising as well. With the support of government, property of biotechnology has become one of the rising stars. There are many branded health care products can be found in market nowadays,in addition to widespread of information, consumers can obtain the latest information from the market in anytime, and these information source will affect assessment of consumer towards the particular branded products. These reviews of assessment will become the perceived value for the particular branded product. Therefore, method of mastering and controlling those perceived values are the important elements in order to operate an enterprise. Satisfaction towards particular products will be raised especially when consumers have high perceived values, and hence behavioral intentions will be generated. These behavioral intentions are including Word of mouth (marketing) or modeling brand, and others, these intentions are tangible and intangible promoting the corporate image. This study has used statistical methods for confirmatory factor analysis, structural equation modeling in order to test the study hypothesis. Conclusions: (1)Perceived value has positive effects on consumer's satisfaction; (2) Satisfaction has positive effects on behavioral intentions; (3) Perceived value have insignificant effects on behavioral intentions. Study results show relationship between perceived value, satisfaction and behavioral intentions from consumers of health care products. Furthermore, this relationship can become an important reference for future corporate marketing and strategic planning.