獲悉廣告違規後之購買意願：食品消費者的人口變項研究   全文下載

Purchase Intention After Becoming Aware of Misleading Advertising: Study of Demographics of Food Consumers

民眾因誤信違規廣告，購買保健食品而損及健康或延誤就醫的情形，時有所聞，而這些廣告大抵分為：營養、保健、降低疾病風險等三類宣稱。針對不同宣稱的廣告，本研究分析當消費者獲悉食品廣告違規後，其涉入度（產品、廣告、情境）與購買意願，會因消費者互異的人口特徵，而產生何種差異。研究者透過網路調查，取得605份有效樣本進行後續分析。研究結果顯示，就營養宣稱食品廣告而言，北部地區消費者的情境涉入度最低。而就保健宣稱食品廣告，家中有新生兒的消費者，其廣告涉入度高於無新生兒者；15-30歲的青年和學生族群，其情境涉入度也較其他族群高。另就降低疾病風險宣稱食品廣告，居住在南部、東部、離島地區的消費者，其購買意願要比住中北部民眾更高。本研究結果可提供政府機關參考，依消費者的人口特徵和廣告樣態，細緻規劃出相關管理措施，並提升民眾媒體素養，進而達到保障國人健康與消費權益之目的。

People may compromise their health or delay medical treatment because of misleading advertisements of health foods. These advertisements are roughly divided into three types: claims on nutrition, health, or disease risk reduction. With respect to these claims, this study analyzes the changes in consumer involvement (product, advertisement, and situation involvement) and purchase intention for various demographic characteristics, upon becoming aware of illegal advertising. Through an Internet survey, the researchers obtained 605 valid samples for follow-up analysis. The results revealed that regarding health foods alleged nutritional benefits, consumers in northern Taiwan had the least situational involvements. Regarding products with health claims, families with newborn babies had higher advertisement involvement. Younger consumers (aged 15-30 years) and students had greater situational involvement. Regarding disease risk reduction claims, consumers living in southern Taiwan, eastern Taiwan, and outlying islands had stronger purchase intention than those in central and northern Taiwan. These findings may guide policymakers to tailor regulations on health food advertisements based on consumer demographics and type of claims being made, in order to advance on public health and consumer rights protection.