隨著健康議題逐漸受到社會重視，民眾對健康生活型態的關注亦持續提升。除了透過運動促進健康外，飲食亦被視為影響健康的重要因素之一。然而，在實際消費情境中，消費者的食品選擇並不完全以健康為導向，由於人們普遍具有追求愉悅與享受的傾向，享樂型產品在日常消費中仍占有重要地位。因此許多食品企業開始透過不同形式的健康訴求提升享樂型產品的吸引力，但不同健康訴求所帶來的效果可能有所差異。
因此，本研究以享樂型食品為研究情境，探討不同健康訴求（增加好處與減少壞處）對消費者購買意願之影響，並進一步觀察產品定位知覺與罪惡感減輕之變化，同時檢視健康意識在健康訴求與購買意願之間所扮演之調節角色。在研究方法上，本研究採用線上實驗法，以不同廣告文宣作為實驗刺激物，並以「無特別強調」、「天然無添加」及「添加益生菌」作為主要操弄變數。
本研究共回收202份問卷，扣除無效樣本後，有效樣本數為170份，並透過敘述性統計、單因子變異數分析及回歸分析進行資料檢驗。研究結果發現，在「產品健康訴求知覺」、「罪惡感減輕」與「產品享樂－效用定位」方面，增加好處與減少壞處兩種健康訴求皆具有顯著效果，然而在購買意願方面，僅「天然無添加」對購買意願具有顯著正向影響，「添加益生菌」則未達顯著效果。此外，在加入健康意識作為調節變數後，結果顯示健康意識與「天然無添加」之交互作用未達顯著，代表該效果不受健康意識影響，而健康意識與「添加益生菌」之交互作用達顯著水準，顯示健康意識越高，添加益生菌對購買意願之正向影響越強。
根據本研究結果，企業若欲因應健康飲食趨勢，透過產品線延伸與創新提升消費者購買意願，在未明確鎖定特定消費族群的情況下，應優先採用「減少壞處」之健康訴求；然而，若目標客群為健康意識較高之消費者，則可透過強調功能性成分來提升產品之功能性價值，進而強化其吸引力。

As health issues gain increasing social attention, consumers have become more concerned about healthy lifestyles and diet. However, food choices are not entirely health-oriented, as hedonic products continue to play an important role in daily consumption. Accordingly, many food companies use different health claims to enhance product appeal, yet their effects may vary.
This study examines how different health claims, namely increasing benefits and reducing harms, influence purchase intention for hedonic foods. It also explores changes in perceived product positioning and guilt reduction, as well as the moderating role of health consciousness. An online experiment was conducted using three advertising conditions: “no special emphasis,” “natural and additive-free,” and “probiotics added.”
A total of 202 questionnaires were collected, with 170 valid responses. The results show that both increasing benefits and reducing harms significantly enhanced perceived health claims, guilt reduction, and perceived product positioning. However, only “natural and additive-free” significantly increased purchase intention, while “probiotics added” did not. Further analysis showed that health consciousness significantly strengthened the positive effect of “probiotics added” on purchase intention, but did not moderate the effect of “natural and additive-free.”
The findings suggest that firms should prioritize reducing-harm claims when targeting general consumers. However, when targeting consumers with higher health consciousness, emphasizing functional ingredients may be more effective in enhancing product appeal.

世新大學（2025）。《114年運動現況調查結案報告書》。出版地：運動部全民運動署。
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