隨著大眾對飲食健康日趨重視，市場上從各大超商量販店到專賣其該訴求的知名店家，不斷湧現許多打著天然健康宣稱的產品，如無添加物、無防腐劑、無農藥等宣稱方式來吸引消費者的購買。這些有益健康宣稱的產品價格卻比一般無宣稱的產品較為昂貴，兩者之間的價格差異，使得多數消費者產生退怯的購買行為。不同的消費者特質，面對健康宣稱賦予產品的健康光環時，又將如何影響其購買行為。為探討以上問題，本研究利用實驗設計的方式，來蒐集資料，以「健康宣稱」為自變項，「價格差異」與「消費者特質」為干擾變項對應變項「購買行為」之影響，本研究所得之重要結論如下：(一)、消費者面對有健康概念宣稱，會提昇對產品整體的認知水準，進而提昇購買頻率、購買意願與購買量。(二)、無價格差異，會增強消費者對有健康概念宣稱食品的購買頻率、購買意願。(三)、衝動性特質消費者，會增強對有健康概念宣稱食品的購買頻率、購買意願。

With an increasing public awareness for healthy diet, lots of products claiming to be natural and healthy have emerged on the market. The manufacturers declare that their products contain neither additives nor preservatives and that, while growing the crops, they don’t use chemicals, to encourage consumers to buy from the major supermarkets, discount stores, to well-known monopoly stores. However, products with health claims are sold at a much higher price than those without such claims. The price differences discourage a majority of consumers from making purchases. How will the products with healthy labeled halo affect purchase behavior with different personal traits (impulsive and prudent)？To investigate the above issues, we employ an experimental design to collect data. Health claim is the independent variable, and price differences and consumer traits are moderating variables. The dependent variable is purchase behavior, including purchase frequency, amount and intention. The important conclusions of this study are as follows: 1). Health claims enhance consumers’ level of awareness of the product as a whole and hence boosts purchase frequency, amount and intention. 2). When products with health claims and no price differences, consumers’ purchase frequency and intention will be enhanced. 3). Consumers with impulsive trait have higher purchase frequency and intention on products with health claims than consumers with prudent trait.