高齡化社會、生活及飲食習慣的改變，民眾對保健營養意識逐漸抬頭，且經濟部統計資料顯示台灣保健食品市場至今仍呈現成長趨勢，但民眾在保健食品之選擇上可能因為專業知識不足等問題而對產品具不信任感。
而在先前研究顯示信任與不信任並非一體兩面，而是同時並存的構面，本研究亦證實同樣的結果。另外也證實在保健食品市場中，品牌知名度、涉入程度、產品包裝對信任會有正向影響，對不信任會有負向影響，且消費者之信任程度會正向影響消費者購買意願，此與文探討之研究結果一致，但不信任程度卻無顯著負向影響消費者購買意願。
基於以上構面為心理學上之概念，本研究以S-O-R模型為基礎，將品牌知名度、涉入程度、產品包裝作為刺激項(S)，進而經由有機體(O)信任/不信任的反應，最後影響消費者的反應(R)。

According to the changing of life style, diet habit, and aging society, people pay attention to their nutrition status and health increasingly. Taiwan Ministry of Economic Affairs announce that the growth trend of Taiwan nutrition supplement market continue to expand. But people may distrust in nutrition supplement products because of their insufficiency of related expert knowledge.
Previous study shows that trust and distrust are not a double-edged sword, they are two different aspects and exist simultaneously. And this study get the same result. On the other hand, this study prove that brand awareness, involvement, and product package have positive influences on trust, and negative influences on distrust. Also, this study finds that customer’s trust will positive effect their purchase intention, and this result is consistent with previous research. As to distrust, it has no significant negative impact upon purchase intention.
Since these aspects are based on Psychology, this study use the concept of S-O-R model, putting brand awareness, involvement, and product package as stimuli, and influencing customer’s purchase intention as response through their trust and distrust.

目錄
目錄	I
表目錄	III
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	5
第三節	研究流程	6
第二章	文獻探討	7
第一節	S-O-R 模型 7
第二節	刺激-品牌知名度 10
第三節	刺激-產品涉入程度 13
第四節	刺激-產品包裝 16
第五節	有機體-信任 18
第六節	反應-消費者購買意願 23
第三章	研究方法	25
第一節	研究架構	25
第二節	研究假說	26
第三節	研究變數與操作型定義 32
第四節	對象與範圍 40
第五節	統計方法分析 41
第四章	資料分析	43
第一節	研究環境與資料收集 43
第二節	敘述性統計分析 45
第三節	測量題項及信效度分析 50
第四節  模型適配度與路徑分析 53
第五節  信任與不信任四象限分析 57
第六節  醫療相關領域人員與非醫療相關領域人員比較 58
第五章	結論與建議 59
第一節  研究結論	59
第二節  理論意涵	60
第三節  實務意涵與貢獻 62
第四節  研究限制與後續研究建議 64
參考文獻	65
中文文獻	65
英文文獻	66
附錄一 研究問卷(順序為A、B、C卷) 78

  
表目錄
表2-1 S-O-R模型之文獻整理 8
表2-2 產品涉入程度定義 13
表2-3 探討涉入程度之相關文獻 15
表2-3 產品包裝定義 16
表2-4 信任定義 18
表2-5 探討信任與不信任兩構面之相關文獻 20
表2-6 消費者購買意願之定義 23
表3-1 研究假說 30
表3-2 品牌知名度之問項 32
表3-3 涉入程度之問項 33
表3-4 不同特徵之產品包裝 35
表3-5 產品包裝之問項 36
表3-6 信任/不信任度之問項	37
表3-7 消費者購買意願之問項 37
表3-8 人口統計變項 38
表3-9 保健食品使用情況之問卷題項 39
表4-1 樣本資料分析 46
表4-2 各構面因素負荷量分析結果 51
表4-3 相關係數與AVE值平方根之區別效度分析結果 53
表4-4 整體模式配適度結果 54
表4-5 信任與不信任四象限分析 57
表4-6 醫療相關領域人員與非醫療相關領域人員購買意願比較 58
表5-1 研究假說之結果 60

 
圖目錄
圖1-1 NHE金額及占GDP比重 2
圖1-2 研究流程 6
圖2-1 S-O-R 架構	7
圖2-2 品牌知識構面 11
圖3-1 研究架構 25
圖3-2 完整研究架構與假說 31
圖4-1 營養保健食品直接外銷比率直線圖 43
圖4-2 台灣營養保健食品產值 44
圖4-3 A卷理論架構路徑分析 54
圖4-4 B卷理論架構路徑分析 55
圖4-5 C卷理論架構路徑分析 56
圖4-3 A+B+C卷理論架構路徑分析 56

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