引言： 膳食補充品是健康產業中一個持續增長的市場，然而在越南，相關的消費者行為研究既零散又有限。因此，本研究旨在探討胡志明市當地消費者對補充品產品的深入見解。
方法： 採用基於量化問卷調查的便利抽樣方法。資料使用 JASP 軟體，透過驗證性因素分析（CFA）和結構方程模型（SEM）進行分析。
結果： 在 304 份回覆中，多數受訪者為女性（68%）、年齡介於 25-34 歲（42%）、已婚（56%）且具有大學學歷（73%）。在擴展的計劃行為理論模型中，所有因素對購買意願均有中等程度的正向影響，其中影響最強的因素是主觀規範（0.53），其次是態度（0.46）和媒體廣告（0.42）。影響程度最小但仍具顯著性的兩個因素是知覺行為控制（0.37）和價格（0.37）。此外，女性、年輕人、單身、大學及研究所以上學歷的族群，其購買意願顯著高於其他對應群體（p<0.05）。為提升行銷效果的建議解決方案包括：透過社群媒體利用社會影響力，以及在付費廣告中提供一致的教育性內容。此外，政府對於補充品產品的廣告監管應更加嚴格，以保障終端消費者。
結論： 本研究展示了消費者對膳食補充品的認知，為企業提出了重要的行銷活動建議，並為政府提供了更嚴格監管的建議。

Introduction: Dietary supplement is a growing market in the health industry but there have been fragmented and limited consumer behavior research in Vietnam. Therefore, this study is conducted to explore local consumers' insights about supplemental products in Ho Chi Minh City.
Methodology: Quantitative survey-based, convenience sampling method is used. Data is analyzed by CFA and SEM using JASP software.
Results: Among 304 responses, the majority of respondents are female (68%), 25-34 years old (42%), married (56%) and have undergraduate level (73%). All factors in the extended Theory of Planned Behavior model have moderate positive impacts on Purchase Intention, with the strongest factor being Subjective Norms (0.53), followed by Attitude (0.46) and Media Advertising (0.42). The two least impactful but still significant factors are Perceived Behavior Control (0.37) and Price (0.37). Besides, female, younger adults, single, undergraduate and postgraduate people have significantly higher purchase intentions compared to their counterparts (p<0.05). Proposed solutions to enhance marketing efficacy include leveraging social influence through social media and consistent educational content in paid ads. Besides, government regulation on advertising supplemental products should be stricter to protect end consumers.
Conclusion: This study demonstrates consumer perceptions of dietary supplements and proposes crucial marketing activities for companies and offers stricter regulation for government.

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