健康功效認證影響購買意願：道德情感評價之關聯中介效果

The Effects of Health Functions Certification on Purchase Intention: The Relational Mediation of Moral and Affective Evaluations

隨著消費者保健意識的提升，購買健康食品的需求也越來越高。近年來，市面上出現許多宣稱具有保健功效之產品，混淆消費者選購健康食品之決策。為提供消費者對健康功效認證之理解，本研究在零售商圈進行兩個實驗，發現消費者對有標示（vs.無標示）功效認證的健康食品具有較高的道德情感評價與較正向的認證標章態度，且多重（vs.單一）功效認證也具有如同標示功效認證的正向效果。而且，道德情感評價會中介功效認證標示及功效認證承載對認證標章態度之影響，道德情感評價、認證標章態度與產品健康意識對功效認證承載與購買意願也具有關連性的系列中介效果。

With the rising of health awareness among consumers, the demand for health foods has also grown. The recent years have seen many products on the market that bear claims of health functions in an attempt to affect consumers' buying decision. To increase consumers' understanding of health functions certification, this study conducted two experiments in a shopping district and obtained the following findings. Consumers tended to have higher moral and affective evaluations for and hold a more positive attitude towards certification labels on health foods labeled with a certificate for the claimed health functions (vs. not labeled), and carrying multiple certificates (vs. a single certificate) also create a positive effect as certificates labeling. Moreover, moral and affective evaluations mediated the effects of certificates labeling and carrying on attitude towards certification labels, and the relationship between certificates carrying and purchase intention could be concurrently serial mediation of relational variables, including moral and affective evaluations, attitude towards certification labels, and perceived product healthfulness.