本研究以立康生技品牌旗下之「小紅丹膠囊」為研究個案，探討健康食品認證、名人代言與健康導向品牌轉型對熟齡消費者品牌信任與購買意願之影響。隨著台灣熟齡人口快速成長及預防醫學意識抬頭，健康食品市場競爭日益激烈，消費者也更重視產品安全性、資訊透明度與品牌可信度。在高涉入產品資訊不對稱的情境下，「信任」遂成為影響消費決策的關鍵中介因素。本研究旨在釐清不同信任來源對消費者購買行為的實際影響力。
研究方法包含個案分析與量化問卷調查。個案部分以小紅丹膠囊之產品定位、品牌轉型策略與市場競爭環境為分析基礎；問卷部分採便利抽樣，共取得82份有效樣本，調查熟齡女性對名人代言可信度、健康食品認證信任、品牌信任與購買意願之看法。研究結果顯示：（1）健康食品認證是提升品牌信任最重要的因素，具高度顯著正向影響；（2）名人代言亦能有效提升消費者對品牌之情感信任；（3）品牌信任顯著影響購買意願，並在認證與代言對購買意願的影響中呈現部分中介效果；（4）健康導向品牌轉型強化了產品價值感知，能提升消費者的長期使用意願。
本研究之理論貢獻在於建構「雙信任路徑模型」，整合理性信任（認證）與情感信任（代言）之影響機制，補充健康食品領域信任行銷研究。實務上，研究強調品牌須落實認證透明化、專業內容導向的代言合作，以及以健康導向文化深化顧客黏著，以強化在熟齡健康市場之競爭優勢。本研究並提出後續研究可在樣本多元性、變項擴增與縱貫研究等方向進一步深化。

This study examines how health food certification, celebrity endorsement, and health-oriented brand transformation influence brand trust and purchase intention among middle-aged and senior consumers, using Likang Biotechnology’s “Red Capsule” as the case. As Taiwan’s aging population expands and preventive healthcare awareness rises, consumers increasingly value safety, transparency, and brand credibility. In such high-involvement categories, trust becomes a central driver of purchase decisions.
A mixed research method was applied, combining case analysis with a survey of 82 valid responses from female consumers aged 35 and above. Measurements included perceived celebrity credibility, certification trust, brand trust, and purchase intention. The findings indicate: (1) health food certification is the strongest determinant of brand trust; (2) celebrity endorsement significantly enhances affective trust; (3) brand trust strongly predicts purchase intention and partially mediates the effects of certification and endorsement; and (4) shifting toward a health-oriented brand image increases perceived product value and long-term usage intention.
The study proposes a “Dual-Trust Path Model,” integrating rational trust (certification) and affective trust (endorsement), extending trust marketing theory in the health supplement context. Managerially, results underscore the importance of certification transparency, professionalized endorsement content, and a consistent health-centered brand culture. Future research may expand sample diversity, add behavioral or experiential variables, or apply longitudinal designs to observe trust development over time.
Keywords: Health food certification, celebrity endorsement, brand trust, purchase intention, aging market, trust marketing, Red Capsule

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