藥師專業度與代言人吸引力對健康食品購買意願影響之研究：以消費者產品知識為調節變項

Abstract

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Taiwan has a growing Dietary Supplement business, and customers are becoming increasingly interested in living healthy lives. Apart from the conventional sales channels such as pharmacies, supermarkets, and chain drugstores, online shopping has emerged as a significant channel. However, in light of the extensive variety of dietary supplement products available and the ease with which consumers can access relevant medical information, it is increasingly common for individuals to disregard the guidance of professional pharmacists when it comes to purchasing dietary supplements or adhering to recommended medication dosages. Therefore, based on this concern, the aim of this research paper is to investigate which groups of consumers are more likely to be influenced by pharmacist professionalism or attractiveness of brand ambassadors, and shows the different purchase intention on Dietary Supplements. To summarize, the core value of this study is to assist brand companies and marketers in identifying appropriate target audiences and to remind consumers that in a time of numerous options, they should make informed decisions when it comes to purchasing products. Moreover, it is crucial to prioritize the legitimacy and security of product details, particularly when it involves unverified Dietary Supplements, which necessitates more careful consideration during the selection process.