在環境不確定性下的策略性激勵設計——保健食品經銷商行為的實證研究

Strategic Incentive Design Under Environmental Uncertainty An Empirical Study of Health Supplement Distributors' Behavior

台灣保健食品產業快速成長，預計2025年市場規模將超過新台幣3,000億元。雖然70%銷售依賴實體通路，但電子商務年增長率超過30%，市場波動與法規變遷帶來挑戰。本研究探討環境不確定性對通路績效的影響，分析478份問卷發現，在穩定市場中，增益框架激勵能提升經銷商信任與合作；在不確定環境下，損失框架激勵更能驅動經銷商的遵從與積極性，因其對損失的敏感度高於獲利機會。本研究建議供應商應依市場穩定度調整激勵策略，穩定市場採獎勵措施促進合作，不確定市場則運用損失框架強化責任感，以優化通路管理，提升經銷商參與度，維持競爭優勢。

The health supplement industry in Taiwan is experiencing rapid growth, with its market value projected to exceed NT$300 billion by 2025, driven by an aging population and rising consumer demand for wellness products. While 70% of sales still rely on physical retail channels, e-commerce has seen over 30% annual growth, creating new challenges amid market fluctuations, regulatory shifts, and changing consumer behaviors. This study examines how environmental uncertainty impacts channel performance, focusing on the effectiveness of gain-framed and loss-framed incentives in shaping distributor behavior. Using 478 valid survey responses from health supplement retailers in Taiwan, structural equation modeling reveals that gain-framed incentives (e.g., performance-based bonuses) are more effective in stable markets, fostering distributor trust, cooperation, and long-term engagement. Conversely, in highly uncertain environments, loss-framed incentives (e.g., rebate withdrawal or penalty-based contracts) drive stronger compliance and motivation, as distributors respond more intensely to potential losses. These findings provide empirical support for prospect theory, confirming that distributors exhibit greater sensitivity to losses than equivalent gains, particularly in volatile market conditions. The study highlights the need for adaptive incentive strategies, suggesting that suppliers should align incentives with market stability reward-based strategies to enhance long-term partnerships in stable conditions, and loss-framed incentives to reinforce accountability in uncertain environments. These insights contribute to the optimization of channel management strategies, helping firms navigate uncertainty, improve distributor engagement, and sustain competitive advantage in the evolving health supplement industry.