產品涉入、知覺風險與資訊傳播影響消費者購買果醋意願的研究

A Study of Fruits Vinegar Product in Involvement, Perceived Risk, and Information Dissemination which Effect Consumer Purchasing Intention

隨著生活水平提高，健康養生食品的產量及消費市場持續成長，醋為眾多親友及市場上數年來的新健康食品，激發研究動機。且許多研究指出，從產品涉入產生知覺風險、資訊傳播存在相關關係，因此，用問卷調查進行本研究，經由統計分析、信效度、相關與徑路分析進行資料分析。本研究以臺灣菸酒公司果醋為產品，以臺中酒廠購買果醋的消費者為研究對象，經問卷調查方式，並透過統計分析探討，得到本研究結論為人口統計變數對產品涉入程度、知覺風險、資訊傳播彼此間具有顯著差異性；另產品涉入、知覺風險、資訊傳播與購買意願具有密切的關係與因果關係。

Taiwanese living conditions have improved in the last 30 years, thus, the health food market has continued to prosper. Vinegar is one of the important healthful foods. Researchers find that there are close relationships among consumer’s product involvement, risk perception and information dissemination. The main purposes of this research are: 1. To understand consumers’ attitudes toward vinegar. 2. To analyze consumers’ demographics in product involvement, perceived risk and information dissemination. 3. To study the effects of product involvement, perceived risk and information dissemination to the purchase intentions. 4. To provide suggestions to fruit vinegar manufactures. Use a questionnaire to study and use statistics for analysis. The consumers who purchased fruit vinegar in Taichung were surveyed. The results are: 1. Consumers are not highly involved in purchasing vinegar 2. There are significant differences of demographics differences in consumers’ product involvement, perceived risk and information dissemination. 3. There are close relationships and influences that affect consumers’ product involvement, perceived risk, information disseminate and purchase intention.