影響臺灣消費者對蜂蜜購買意願因素之研究

Abstract

中文摘要 因消費者對於天然且有益健康取向之產品需求，使蜂蜜成為追求自然保健食品的重要選擇之一。然市場多見以人工糖混合香精、色素調製合成蜜，冒充天然蜂蜜銷售，除了擾亂蜂蜜市場競爭秩序，蜂蜜欺詐更造成無法評估的公共衛生威脅。本研究主要目的探討影響臺灣消費者對蜂蜜購買意願因素，研究產品知識、產品信任和知覺風險，對消費者購買意願之影響。希望研究結果可增進業者面對消費者採購蜂蜜時資訊傳達的效果，以擴大消費市場。為瞭解消費者對蜂蜜知識與購買決策之間的關係，本研究以有食用蜂蜜經驗的消費者做為主要受測對象，共計 432 份有效問卷，使用多元統計技術結構方程模型分析，建構各構面間的因果關係。研究發現產品信任影響購買意願最為顯著，且消費者擁有之蜂蜜特定知識越高，其產品信任越高。而知覺風險對購買意願的影響則不顯著。因此建議業者在傳遞產品知識時， 應以能提高消費者信任感的內容與方式為行銷重點。研究也發現，蜂蜜對人體保健作用的特定知識顯著影響購買意願，建議產官學共同合作，利用近年蜂蜜大量被世界各國大量研究的基礎之上，研究臺灣蜂蜜在保健上的獨特性，建立地區產品差異化，以利養蜂產業長期之發展。

Abstract Consumers’ increasing demand for natural and healthy products has made honey one of their primary choices of food. However, fake honey adulterated with artificial sugar, flavoring, and food colorants sold as natural one is abound on the market. These honey frauds disrupt competition in the honey market and pose incalculable threats to the public health. This study explored factors that affected Taiwanese consumers’ purchase intention for honey, specifically discussing the effects of product knowledge, product trust, and perceived risk on consumer purchase intention. The research results may help honey businesses communicate appropriate information to consumers in such a way to enhance their knowledge of honey, thereby improving the consumption rate and expanding the consumer market. To understand the relationship between consumers’ understanding of honey and their purchase decision, this study recruited consumers who had consumed honey as the research participants. A survey was administered to these participants, and a multivariate statistical technique, namely structural equation modeling, was employed to establish the causal relationships among perceived risk, product knowledge, product trust, and purchase intention. The results revealed that product trust exerted the most significant effect on purchase intention, and a high level of honey-specific knowledge was associate with high product trust. Perceived risk had a nonsignificant effect on purchase intention. Accordingly, honey businesses should communicate product information to consumers with content and methods that strengthen consumers’ trust in the marketing practice. Another research finding showed that consumers’ specific knowledge of honey’s health effects on human body significantly affected their purchase intention. Therefore, this study suggested that the industry, government, and academic sectors collaborate—based on the abundant research on honey worldwide in recent years—to study the unique health effects of Taiwanese honey so as to differentiate Taiwan’s honey products from those produced in other countries and thus facilitate the long-term development of Taiwan’s beekeeping industry.