在現今文明病日趨增多的社會，民眾越來越重視保健，除了日常基本飲食之外，也開始注意保健食品的補充。隨著全球人口高齡化，台灣在2020年總人口數開始反轉呈負成長，並將於2025年進入「超高齡社會」。國發會推估台灣將於2034年人口年齡平均值超過50歲。換言之，屆時台灣將有一半人口的年齡為50歲以上，台灣的人口老化的趨勢已是無法逆轉的事實，而這也預告著「橘色世代 」將成為未來消費市場最龐大的主力族群。
    本論文主要以簡易版的目標為導向的行為模式為理論基礎，並以居住在台灣地區的橘色世代(50-64歲)熟齡族為研究對象，採立意抽樣的方式發放問卷，並採Google表單發放方式調查期間為2021年12月26日至2022年1月25日止，針對台灣地區的橘色世代進行抽樣調查，共回收有效樣本數為231份。本研究主要透過描述性統計、驗證性因素分析、結構方程模型等方法來驗證本研究所提出之各項假說，其主要研究結果如下：
1.消費者購買保健食品的態度對渴望有顯著的正向影響。
2.消費者購買保健食品的渴望對購買意向有顯著的正向影響。
3.消費者購買保健食品的態度對購買意向有顯著的正向影響。
4.渴望在其購買保健食品的態度與購買意願之間起部分中介效果。    
5.消費者保健食品的購買意向對購買行為有顯著的正向影響。

    In modern society, diseases of civilization are increasingly prevalent, as people become more health aware, they turn to nutritional supplements in addition to basic foods. As with a global ageing population, Taiwan’s showed a negative population growth since 2020 and expected to enter an era of “super-aged society” from 2025. It is estimated that the average age of Taiwan's population will exceed 50 years by 2034. To put it another way, half of Taiwan's population will then be over the age of 50. The ageing trend of the Taiwan population seems irreversible that predicts the “Orange Generation” as a major consumer group in the future marketplace.

    This thesis based on a simplified goal-oriented behavior model and employs the so-called Orange Generation (50-64 years old) Taiwan mature age group as the research target. A survey was conducted between December 26, 2021 and January 25, 2022 using the purposive sampling method with Google Forms questionnaires distribution. A total of 231 valid samples were included. The current study uses descriptive statistics, confirmatory factor analysis, and structural equation modeling to verify the hypotheses put forward. The main research finds are as below. 

1.The attitude towards the purchase of health foods significantly positively 
  influences the consumers’ desire to buy them.
2.The consumers’ desire to buy health foods significantly positively influences their 
  purchase intention.
3.The attitude towards the purchase of health foods positively and significantly 
  influences their purchase intention.
4.The consumers’ desire to buy health food partial mediates the relationship between 
  their attitude towards the purchase of health foods and their purchase intention.
5.Purchase intention significantly positively influences the purchase behavior of 
  health foods.

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  4
第三節 章節結構	4
第二章 文獻探討	5
第一節 保健食品的概念與意涵  5
第二節 目標導向行為模型  7
第三節 研究變項間之關聯  8
第三章 研究設計與方法  13
第一節	研究架構	 13
第二節	研究假說	 13
第三節	研究變項操作型定義與衡量工具  14
第四節	研究範圍與對象  15
第五節	資料統計分析方法	16
第四章 資料分析結果  18
第一節 樣本結構分析  18
第二節 結構方程模型分析  20
第三節 差異性分析  23
第五章 結論與研究建議  28
第一節 研究發現與管理意涵  28
第二節 研究限制  31
第三節 後續研究建議  31
參考文獻  32
一、中文文獻  32
二、英文文獻  32
附錄：正式問  43

表目錄
表4-1  回收樣本描述性分析統計  19
表4-2  驗證性分析結果彙整  20
表4-3  研究變項的相關係數矩陣  21
表4-4  路徑分析彙整表  22
表4-5  中介效果彙整表  22
表5-1  研究假說成果彙整表  28

圖目錄
圖1-1  全球保健市場規模推估圖  1
圖2-1  目標導向行為模型  7
圖3-1  研究架構圖  13
圖4‑1  研究變數關係路徑圖  21
圖4‑2  中介效果檢定圖  23

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