來源可信度、知覺風險與靈芝產品購買意願之關聯

Abstract

隨著臺灣邁入高齡化社會與預防保健觀念的普及，靈芝因具備豐富之活性成分與健康價值，成為保健食品市場中極具代表性之產品。然而，靈芝產品多屬高單價品項，且存在高度的資訊不對稱性，致使消費者在購買決策過程中常面臨較高的知覺風險，進而產生購買阻力。本研究旨在探討不同資訊管道的來源可信度、知覺風險與不同族群對靈芝產品購買意願之間的關聯性，並分析不同人口背景變項的消費者在各構面上的差異。 本研究採量化研究法，以線上問卷進行資料蒐集。對象為保健食品消費經驗或關切健康議題之30歲以上的族群，共回收310份有效問卷。蒐集的資料運用SPSS統計軟體進行描述性統計、獨立樣本t檢定、單因子變異數分析及多元迴歸分析。 研究結果顯示：第一，各資訊的管道來源可信度皆對購買意願產生顯著的正向影響，其中以農場直售、實體通路門市及親友推薦最具影響力，且可靠性與吸引力為推升購買意願的核心關鍵。第二，特別是心理知覺風險會直接阻礙購買意願。第三，在人口變項中，性別與年齡並無顯著差異，惟每月可支配所得較高者具備顯著較高的購買意願。第四，具備保健食品食用習慣及靈芝產品實際使用經驗者，其資訊信任度與購買意願皆顯著高於未曾使用者。 依據研究結果，本研究建議靈芝產業業者可強化農場直售與實體通路的體驗行銷，藉由產地透明化建立品牌信賴感；行銷訴求應側重提升親和力與可靠性；並精準鎖定具備日常保健習慣與中高所得的潛在客群，以有效降低消費者的知覺風險，進而提升其實質購買意願。

As preventive healthcare grows in popularity, Ganoderma lucidum has become a prominent supplement in the market. However, high pricing and information asymmetry generate significant perceived risks among consumers, creating obstacles to purchase. This study investigates the relationships among source credibility, perceived risk, and purchase intention for Ganoderma lucidum products. Through purposive sampling, an online survey collected 310 valid responses from adults aged 30 and above. Data were analyzed using descriptive statistics, t-tests, ANOVA, and multiple regression. Results indicate that source credibility significantly enhances purchase intention. Farm direct sales, physical stores, and family recommendations are the most trusted channels, driven by reliability and affinity. Conversely, perceived risk significantly hinders purchase intention, particularly through psychological barriers. However, farm direct sales effectively mitigate these risks. Demographically, higher disposable income correlates with greater purchase intention, whereas gender and age show no significant differences. Additionally, prior experience with health supplements or Ganoderma lucidum significantly increases consumer trust and purchase intention. The study recommends operators strengthen experiential marketing via farm direct sales and physical stores to build trust through origin transparency. Marketing strategies should emphasize reliability and affinity. Targeting consumers with existing healthcare habits and sufficient disposable income can effectively lower perceived risk and boost purchase intention.