低醣烘焙產品購買意願的影響因素：臺灣消費者的研究

A Study on the Variables Affecting Taiwanese Consumers’Intentions to Purchase Low-Carbohydrate Healthy Products

本研究旨為探討消費者之健康意識、飲食相關生活型態與對低醣烘焙產品購買意願的關係，期待能提供給消費者及政府單位及相關產業在推廣上有對應的方針。人的生理機能從三十歲逐年下降，四十歲後易罹患慢性病，多數研究指出慢性病發生與個人健康意識、生活飲食型態有關聯性，故透過「健康意識」、「飲食相關生活型態」與「低醣產品購買意願」等量表為研究工具，以30～65歲民眾為研究對象，進行量化分析，並以方便取樣發放調查量表，共回收有效樣本285份。健康意識構面平均分介於4.07至4.30，受測對象大多有高度健康意識；飲食相關生活型態對購買意願的t值為10.468（p=0.000<0.05）且為中度正相關，普遍重視商品成分及標示，對於廣告的信任度不高；購買意願構面平均分介於3.10至4.21，受測對象較有意願購買低醣烘焙產品。經獨立性t考驗、ANOVA分析、皮爾森相關及多元迴歸分析後，顯示低醣產品購買意願會因「年齡」不同而有顯著差異，且年齡較高者購買意願較低；健康意識與購買意願僅呈現低度正相關（r=0.23；p=0.065），此結果顯示即使民眾具有高度健康意識，不一定會因價格考量而提升購買意願。研究結果可作為提倡低醣烘焙產品飲食改善慢性病推廣方向之參考。

This study explores the relationship between consumers health consciousness, food - related lifestyles, and their intentions to purchase low - carb baked products. The aim is to provide corresponding guidelines for consumers, government agencies, and related industries in promotion efforts. Human physiological functions decline annually after the age of 30, with a higher risk of chronic diseases after 40. Numerous studies indicate that the occurrence of chronic diseases is related to personal health consciousness and dietary lifestyles. Therefore, this study utilizes scales measuring“health consciousness,”“diet - related lifestyle,”and“willingness to purchase low - carb products”as research tools. The target population is individuals aged 30 - 65, with a quantitative analysis conducted using convenience sampling to distribute the survey. A total of 285 valid samples were collected.
The average score s for health consciousness ranged from 4.07 to 4.30, indicating that most respondents have a high level of health consciousness. The t - value for diet - related lifestyle’s impact on purchase willingness was 10.468 ( p = 0.000 < 0.05), showing a moderate positive correlation. Respondents generally placed significant importance on product ingredients and labeling, with low trust in advertisements. The average scores for purchase willingness ranged from 3.10 to 4.21, suggesting that respondents were relatively willing to purchase low - carb baked products.
Independent t - tests, ANOVA, Pearson correlation, and multiple regression analyses indicated that purchase willingness for low - carb products significantly varied by age, with older individuals showing lower purchase willingness. Health consciousness and purchase willingness displayed a low positive correlation ( r = 0.23; p = 0.065), indicating that even with high health consciousness, purchase willingness may not increase due to price considerations. The findings can serve as a reference for promoting low - carb baked products to improve chronic disease prevention .