在食品標示日益多元化的趨勢下，營養與健康相關資訊對消費者購買決策的影響已成為重要議題。本研究以即食粥品為例，探討四種資訊揭露方式對消費者購買意願與願付價格之影響，包含無揭露（控制組）、青菜揭露（解決方案型）、減鈉揭露（替代方案型）與警示揭露（風險提示型）。並以消費價值理論為基礎，納入功能、社會、情感、認知與條件等五項價值構面，進一步檢視其對購買行為的預測力與中介角色。此外，本研究亦探討個人背景變項（性別、年齡、BMI、購買頻率）及資訊重視行為對揭露效果的調節作用。
本研究採實驗設計與問卷調查法，回收有效樣本共225份。研究結果顯示，資訊揭露方式對購買意願與願付價格之影響未達顯著水準；多元迴歸分析顯示，情感價值與認知價值可顯著正向預測兩項行為反應；中介效果檢驗未支持消費價值的中介角色；而在調節分析中，僅BMI與揭露方式對購買意願的交互作用達顯著。資訊重視行為則能正向預測購買意願，但不顯著預測願付價格。本研究有助於理解消費者對營養資訊揭露的反應與其背後的心理機制，提供業者與政策制定者在產品標示設計與健康促進策略上的實務參考。研究結果亦顯示，消費者對營養資訊揭露的回應除揭露形式外，仍需結合其心理評估歷程與個人特徵加以理解。

As food labeling becomes increasingly diverse, how nutrition and health-related information influences consumer decision-making has drawn growing attention. This study investigates the effects of four types of information disclosure formats—no disclosure, vegetable-based, reduced-sodium, and warning labels—on consumers’ purchase intention and willingness to pay for ready-to-eat porridge. Based on the Theory of Consumption Values, five value dimensions (functional, social, emotional, epistemic, and conditional) were examined for their predictive and mediating roles. The study also explores the moderating effects of gender, age, BMI, purchase frequency, and information importance behavior.
Using an experimental design and online questionnaire, 225 valid responses were collected. Results showed that information disclosure formats did not significantly affect purchase intention or willingness to pay. Emotional and epistemic values positively predicted both outcomes, while no significant mediation effect was found. Among moderators, only BMI showed a significant interaction with information format on purchase intention. Information importance behavior predicted purchase intention but not willingness to pay. The findings contribute to a better understanding of consumer responses to nutrition labeling and provide an empirical reference for interpreting the effects of food labeling in practice.

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