2005年第一瓶通過健康食品認證之茶飲料上市後，健康食品開始進入包裝茶飲市場。主要的消費族群特性、購買的動機、消費者對產品的差異認知，都是投入健康食品認證茶飲之廠商所需探究與檢視的。而同時，對於政府機關而言，健康食品管理辦法實施已有十餘年，消費者對健康食品認證的了解程度、消費者對健康食品標章的信任程度有多少？這些都是本研究所想要探討的問題。
本研究參考食品相關生活型態量表，對消費者之生活型態進行量測，並利用動機歷程模型做為研究模型建構之依據，探討健康食品認證茶飲消費者之購買動機、購買行為之關係，並透過健康食品標章知識、品牌形象兩項因素之干擾效果分析，探討消費者進行健康食品認證茶飲購買決策中的認知與學習過程是否對動機與行為之關係產生影響效果。抽樣取得384份有效樣本進行分析，共分出「簡單隨和」、「謹慎負責」、「品味生活」三個族群。模型驗證生活型態對購買動機與行為都有正相關，購買動機對購買行為有正相關，品牌形象與健康食品標章知識不存在干擾效果。
研究之建議統整如下：
對廠商而言：
(一) 可透過產品創新、產品健康功效之研發，或者利用廣告與行銷提高消費者生活型態中之某些信念程度，使消費者產生購買需求。
(二) 應針對不同之消費族群做不同之產品定位與行銷策略。
(三) 宜透過廣告與行銷法教育消費者正確的健康食品知識，以創造產品差異。
對政府而言：
(一) 落實健康食品認證知識之教育，以建立國民正確健康的飲食習慣與觀念。
(二) 宜鼓勵廠商投入不同形式之健康食品研發，提高國民飲食健康，並為廠商創造健康飲食之商機。

Since the first Health Food permit tea beverage been introduced to market in 2005, Health Food permit tea beverage has become a new type of product in bottled tea beverage industry. The characteristic, motivation, and the impression of product to consumers are the main issues tea beverage firms concerning about. To the government, the regulation of Health Food permit has been executed for more than a decade. How much do consumers know about Health Food? How much confidence do consumers have in Health Food? All the issues above are going to be figured out in this research.
With Food-Related Lifestyle, this research can measure and describe the lifestyle of Health Food permit tea beverage consumers. By using Model of Motivation Process as the theoretical base of research model, this research can analyze the relation between purchasing motivation and behavior of consumers. Adding knowledge of Health Food permit and brand image as moderator between motivation and behavior, we can do further analyzing to figure the learning and cognitive process of consumer. With 384 samples, consumers are divided into three groups: “simple and easy-going”, “careful and responsible”, and “stylish life.” Positive relations are found between lifestyle, motivation, and behavior. The effects of moderators are not significant.
Recommendations are summarized as follow:
To firms
1. To innovate product, find new recipe of health benefits, and strengthen consumers’ believe and interest in lifestyle, these are ways to increase consumers’ motivation and behavior to purchase Health Food permit tea beverage.
2. Different strategies have to be made for different groups of consumer in market.
3. Create the difference of product by teaching consumers correct knowledge of Health Food permit.
To government
1. Fulfill Health Food permit knowledge in education to establish health eating habit and thinking in citizens.
2. Encourage firms to invest in finding new forms of Health Food to increase the overall health of citizens and create a new market of Health Food.

論文審定書……………………………………………………………….i
誌謝…...………………………………………………………………….ii
中文摘要…………………………………………………………….…..iii
Abstract.……...…………………………………………………………iv
目錄………………………...……………………………………………vi
表目錄…………………………..……………….....…………………..viii
圖目錄……………………….…..………………..……………………..ix
第一章 緒論………………………………..……………………………1
第一節 研究背景……………………………………………………………….1
第二節 研究動機……………………………………………………………….2
第三節 研究目標與貢獻……………………………………………………….4
第四節 研究流程……………………………………………………………….5
第五節 研究範圍……………………………………………………………….5
第二章 文獻探討………………………………………………………..7
第一節 健康食品認證茶飲…………………………………………………….7
第二節 生活型態……………………………………………………………...14
第三節 購買動機……………………………………………………………...19
第四節 產品知識……………………………………………………………...27
第五節 品牌形象……………………………………………………………...29
第六節 購買行為……………………………………………………………...32
第三章 研究設計………………………………………………………35
第一節 研究架構……………………………………………………………...35
第二節 研究模型……………………………………………………………...35
第三節 研究假說……………………………………………………………...40
第四節 研究分析方法………………………………………………………...41
第四章 實證分析………………………………………………………46
第一節 問卷回收情形與有效樣本描述……………………………………...46
第二節 生活型態與購買動機之主要因素探討……………………………...51
第三節 消費者之族群分類…………………………………………………...54
第四節 生活型態、購買動機與購買行為之關係探討……………………...62
第五節 健康食品標章知識與品牌形象之影響效果探討…………………...68
第五章 結論與建議……………………………………………………72
第一節 結論…………………………………………………………………...72
第二節 建議…………………………………………………………………...74
第三節 管理意涵……………………………………………………………...76
參考文獻……………………………………………………………......78
附錄 健康食品認證茶飲消費者問卷……………………..................85

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行政院衛生署食品資訊網，2012，http://www.fda.gov.tw
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