中國長久以來喜歡食補，聽說某項食品具有特殊營養成分或療效，就會大量進補，俗語說「有病治病，沒病強身」，在傳統的觀念下，民眾甚至不惜花較多的成本把食品當成藥品食用，尤其民眾對獨家秘方更是深信不疑。近年來保健養身的觀念盛行，民眾對於「健康食品」的接受度越來越高。但是，對於健康食品的了解仍處於一知半解的狀態；另外，由2008年善存從藥品改列為食品這事件來看，衛生署對於藥品、健康食品、食品的認定標準存在灰色地帶，有時讓消費者摸不著頭緒。其實一般消費者對於善存的認知，比較偏向認定善存是健康食品，而本研究欲從消費者的角度，調查消費者對於購買健康食品認知意圖的程度高低，並進一步了解消費者對於健康食品購買行為，是否受到本身對於購買健康食品的認知意圖程度影響，以及可能還受到哪些因素的影響。
本研究以計劃行為理論為參考依據，探討消費者對於購買健康食品的認知意圖與購買行為。因為研究時間、人力、物力的限制，本研究採便利抽樣，於高雄與台中地區進行實地問卷訪談，實體問卷發放120份；同時，發放網路問卷100份，總共回收220份問卷，有效問卷194份，有效問卷回收率88.19%。探討消費者的「主觀規範」、「健康食品認同態度」與「知覺行為控制」對「健康食品認知意圖」的影響，以及上述因素直接或間接對消費者「健康食品購買行為」的影響。本研究採用SPSS 14.0進行迴歸分析與敘述性統計分析，驗證健康食品的消費行為是否適合以計劃行為理論來推論說明之。
驗證發現健康食品的消費行為雖可以透過計劃行為理論來推論說明，但在台灣「健康食品」是定義嚴謹的法律名詞，而消費者對於健康食品常耳聞卻不熟悉，無法掌握充足的資訊，也可以說消費者在健康食品的購買行為上無法假設其行為是完全理性的，因此造成本研究之模型解釋能力不高。本研究建議政府除了以法令規範健康食品廠商外，也要加強民眾對於健康食品管理法和相關法令的宣導教育，以及對健康食品的正確使用態度，並提倡「預防醫療」的觀念，以期減輕未來台灣人口結構老化對整個健保制度所帶來的龐大負擔。

Chinese people are keen on nutritional Supplements for decades. They will consume on anything that are good for their health, just like the Chinese old folk says, “If we sick, we need to find the cure, but if we are not sick, we need to stay fit”. Most of Chinese people who still under this traditional point of view will pay whatever it cost to acquire the supplements that are good for their health, especially on special recipe. Keeping fit is a trend in the past few years. Nowadays, functional food is acceptable in our society. But we still don’t understand much about it. Besides, based from the event that occurred in 2008 which our government has changed ”Centrum” from drugs into food product, we can see that The standard on distinguishing drugs, functional food and food product is still an obscure. And it left consumer in the middle of confusions. Actually, on the consumer point of view, “Centrum” is a functional food to them. Hence, our study is based from consumer perspective to research the consumer recognition on functional food, and also performing a further research on consumer buying intention on functional food and the impact factors on buying the functional food products.
Our Study using TPB model as our research fundamental for studying consumer acknowledgement on functional food and their buying intention. Our research sample is targeting citizen at Kaohsiung and Taichung city. We send out 120 questionnaires and 100 internet questionnaires and we manage to collect 220 samples. There are 194 effective questionnaire out of total sample of 220 that been collected, the sample effective rate is 88.19%. In-order to test the adaptability of the construct models, we use regression analysis and covariance analysis to analyze collected sample using SPSS version 14.
The result of this study discovered that consumer behavior on functional food can be proved by the TPB model. But in Taiwan, the definition of functional food even though has been defined by law, but consumer still doesn’t have much information about the definition of functional food. And yet has caused the irrational behavior of consumer while purchasing functional food. Though this research we suggest the government perfume action on informing its people on the definition of functional food and the proper way on differentiate and to consume the functional food. And also, the government must have started to emphasize about the preventive medical perspective to the public to ease the pressure on structural aging problem in our nation.

第一章　緒　論 1
第一節 研究背景 1
第三節 研究目的 4
第四節 健康食品認知與購買行為研究流程 5
第二章 文獻探討與健康食品發展概述 6
第一節 計劃行為理論 6
第二節 消費者行為 10
第三節 健康食品、藥品、食品相關法令 11
第四節 全球保健食品產業概況 20
第五節 健康食品特色 22
第三章 研究設計 24
第一節 健康食品購買行為TPB模型架構 24
第二節 研究假設 27
第三節 變數操作型定義與衡量方式 29
第四節 問卷設計與問卷發放 40
第五節 分析方法 42
第四章 實證分析 43
第一節 有效問卷之樣本結構描述 43
第二節 驗證健康食品購買行為TPB模型之迴歸分析 49
第三節 直方圖與長條圖統計分析 61
第五章 結論與建議 65
第一節 結論 65
第二節 建議 67
第三節 管理意涵 68
參考文獻 69
附錄一 問卷 71

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