本研究旨在探討消費者對品牌聯想來考慮購買意願，藉由廣告訴求刺激來瞭解商品並提高購買意願，以實驗設計法進行四個實驗：1.品牌聯想(保健食品)+理性廣告訴求；2.品牌聯想(健康食品)+理性廣告訴求；3.品牌聯想(保健食品)+感性廣告訴求；4.品牌聯想(健康食品)+感性廣告訴求。透過網路線上問卷進行，樣本對象以曾與不曾購買或食用保健食品的消費者。
根據本研究之結論：1.在保健食品中品牌聯想對購買意願之影響，具有顯著正向影響；2.在健康食品中品牌聯想對購買意願之影響，具有顯著正向影響；3.理性廣告訴求在保健食品中對品牌聯想與購買意願，具有強化調節效果；4.理性廣告訴求在健康食品中對品牌聯想與購買意願，具有強化調節效果；5.感性廣告訴求在保健食品中對品牌聯想與購買意願，具有強化調節效果；6.感性廣告訴求在健康食品中對品牌聯想與購買意願，未具有調節效果。為此，研究結果呈現以下意涵：
1.善用品牌聯想以增加消費者購買意願，塑造品牌聯想的輪廓，透過各種管道的接觸與訊息傳遞，會拉近與消費者的距離進一步提高購買意願。
2.善用廣告訴求以品牌聯想增加消費者購買意願，在廣告訴求策略中，以理性廣告訴求與功能利益連結；感性廣告訴求與生活情節連結，隨著廣告訴求強化，理性廣告訴求較優於感性廣告訴求，品牌聯想與購買意願連結愈高則購買意願愈高。

The purpose of this research is to discuss consumers' willingness to purchase by brand associations, to understand products and increase their willingness to purchase through advertising stimulus. Four experiments were conducted by using the experimental design method: 
1. Brand association (dietary supplements) + rational advertising appeals; 
2. Brand association (health supplements -with verification) + rational advertising appeals; 
3. Brand association (dietary supplements) + emotional advertising appeals; 
4. Brand association (health supplements -with verification) + emotional advertising appeals. 
It was conducted through online questionnaires, the sample objects are between consumers who had dietary supplements and consumers who have never bought or consumed dietary supplements. According to the conclusions of this research: 
1. Brand association has a significant positive impact on purchase intention in dietary supplements; 
2. Brand association has a significant positive impact on purchase intention in health supplements -with verification;
3. Rational advertising appeals has the effect of strengthening regulation on brand association and purchase intention in dietary supplements;
4. Rational advertising appeals has the effect of strengthening regulation on brand association and purchase intention in health supplements -with verification;
5. Emotional advertising appeals has the effect of strengthening regulation on brand association and purchase intention in dietary supplements;
6. Emotional advertising appeals has no regulatory effect on brand association and purchase intention in health supplements -with verification.
Therefore, the results of the study present the following implications:
1. Make good use of brand associations to increase consumers' purchase intentions and to shape the outline of the brand association through various channels of contacts and message transmission which will narrow the distance with the consumers and further increase the willingness to purchase.
2. Make good use of advertising appeals in brand associations to increase consumers’ purchase intentions. In the advertising strategy, rational advertising demand is connected with functional interests; emotional appeals are connected with life circumstances, with the strengthening of advertising demand, rational advertising demand is better than emotional advertising demand. The higher the connection between brand association and purchase intention, the higher the purchase intention.

目錄
目錄I
表目錄II
圖目錄IV
第一章　緒論1
第一節　研究背景與動機1
第二節　研究目的3
第三節　研究流程4
第二章　文獻探討5
第一節　保健食品5
第二節　品牌聯想13
第三節　廣告訴求19
第四節　購買意願25
第三章　研究方法29
第一節　研究架構29
第二節　研究假說30
第三節　研究變數與操作型定義33
第四節　研究對象與範疇41
第五節　統計方法分析42
第四章　資料分析44
第一節　敘述性統計分析44
第二節　信效度分析48
第三節　因素分析49
第四節　相關分析55
第五節　差異分析58
第六節　迴歸分析67
第七節　假說驗證73
第五章　結論與建議74
第一節　研究結論74
第二節　管理意涵76
第三節　研究限制與建議79
參考文獻81
參考附錄89

表目錄
表2-1 歷年國內保健營養食品市場供需分析6
表2-2 2017年臺灣膳食補充劑市場規模7
表2-3 乳酸菌健康食品功能認證件數8
表2-4 市售保健食品功效之排序9
表2-5 保健食品定義之比較12
表2-6 品牌聯想之定義17
表2-7 廣告基本要素19
表2-8 理性訴求與感性訴求之比較22
表2-9 廣告訴求之定義23
表2-10 購買意願之定義27
表3-1 研究假說32
表3-2 品牌聯想保健食品之問項33
表3-3 品牌聯想健康食品之問項33
表3-4 理性廣告訴求之問項34
表3-5 感性廣告訴求之問項35
表3-6 實驗廣告之類別35
表3-7 購買意願保健食品之問項39
表3-8 購買意願健康食品之問項40
表3-9 信度衡量範圍42
表4-1 樣本資料分析45
表4-2 各變數之信度分析48
表4-3 各變數之KMO值及BARTLETT球形檢定49
表4-4 品牌聯想保健食品之因素分析50
表4-5 品牌聯想健康食品之因素分析50
表4-6 理性廣告訴求之因素分析51
表4-7 感性廣告訴求之因素分析52
表4-8 購買意願保健食品之因素分析53
表4-9 購買意願健康食品之因素分析54
表4-10 研究變數之相關分析55
表4-11 性別與各變數之差異分析58
表4-12 年齡與各變數之差異分析59
表4-13 婚姻狀況與各變數之差異分析60
表4-14 教育程度與各變數之差異分析61
表4-15 職業與各變數之差異分析63
表4-16 每月所得與各變數之差異分析65
表4-17 居住地區各變數之差異分析66
表4-18 品牌聯想保健食品對購買意願保健食品之迴歸分析67
表4-19 品牌聯想健康食品對購買意願健康食品之迴歸分析68
表4-20 理性廣告訴求對保健食品中品牌聯想與購買意願之調節效果分析69
表4-21 理性廣告訴求對健康食品中品牌聯想與購買意願之調節效果分析	70
表4-22 感性廣告訴求對保健食品中品牌聯想與購買意願之調節效果分析	71
表4-23 感性廣告訴求對健康食品中品牌聯想與購買意願之調節效果分析	72
表4-24 假設驗證之結果73

圖目錄
圖1-1 研究流程4
圖2-1 保健食品之定義5
圖2-2 臺灣健康食品認證標章(第一軌)10
圖2-3 臺灣健康食品認證標章(第二軌)11
圖2-4 KELLER品牌聯想之構面15
圖2-5 影片截圖15
圖3-1 研究架構29
圖3-2 假說研究架構32
圖3-3 娘家益生菌36
圖3-4 葡萄王LGG特益菌36
圖3-5 理性廣告訴求保健食品之平面廣告完成圖37
圖3-6 理性廣告訴求健康食品之平面廣告完成圖37
圖3-7 感性廣告訴求保健食品之平面廣告完成圖38
圖3-8 感性廣告訴求健康食品之平面廣告完成圖38

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