本研究旨在探討保健食品消費者在自覺健康、產品知識、知覺價値與購買意願之關 係。以桃園地區保健食品消費者爲研究對象，以年滿20歲以上的消費者爲抽樣對象，採 分層立意取樣進行問卷調查，回收有效樣本426份，有效問卷率爲94.7%，並使用SPSS 18.0中文版進行統計分析，以描述性統計分析、獨立樣本，檢定、單因子變異數分析、 皮爾森積差分析、逐步多元迴歸等方法，進行資料彙整與統計分析。 研究結果顯示：銀髮族和自由業、知覺價値較高，購買保健食品的意願強及金额也均較 高；購買地點以直銷商最多，平均每月購買金额约500元；具有健康食品標章的保健食品， 最被國人肯定；其中護肝抗疲勞、調整腸胃及抗過敏是國人首選的保健食品；自覺健康與購 買意願有顯著相關；保健食品的產品知識多寡與購買意願，呈現正向顯著相關；知覺價値與 購買意願，亦呈現正向顯著相關，並具正向的預測力。 冀望研究結果，可提供保健食品業者訂定行銷策略，以及政府相關單位推行健康政 策時之參考。

The aim of this study was to discuss the relationships among consumers' perceived self-health, product knowledge, perceived value and purchase intention of health food. The research objects were the consumers of health food who living in Taoyuan City. The samples of the research were the consumers who are over 20 years old. The study used stratified purposive sampling, distributing 450 questionnaires. And 426 valid samples were retrieved with an effective response rate of 94.7 percent. The statistic software SPSS 18.0 was applied for data analyses. The statistical methods included descriptive statistics, independent t-test, one-way ANOVA, Pearson product-moment correlation, and stepwise multiple regression. The major findings of this study were summarized as follows. The seniors and the self-employed have better perceived value and more intention to purchase the health food than others. Meanwhile, their purchase amount is also higher. The average amount for each person buying the health food is about five hundred dollars per month, mostly through direct distributors. The health foods with the symbols of National Certify Quality are the most acceptable by consumers. The health foods with the effects of protecting livers, anti-fatigue, adjustment stomach and anti-allergy are the most popular ones. Consumers' perceived self-health is correlated evidently with their purchase intention. The correlation between the purchase intention and the quantity of product knowledge of the health food is evidently positive. The consumers' perceived value and the purchase intention have significant positive correlation, and it has positive prediction. Finally, hoping the results of the study may serve as reference for the health food industry and relevant government departments to conduct marketing strategies and plan policies