國家品質標章對消費知覺行為控制和購買意圖影響之研究-以防疫產品為例

新冠疫情成為全球蔓延的流行性疾病後，相關疫情防護的產品陸續衍生各種商機，台灣生技醫藥產業2021年營業額甚至高達 6,665 億元，可見我國生技醫藥產業的蓬勃發展。而各式各樣的醫療產品消費者應如何選擇，則可藉由國家品質標章的認證把關來獲得進一步的保證。本研究鎖定國家品質標章的防疫產品為主軸，根據醫療商品的兩大通路商維康與杏一，獲得防疫產品銷售前四名的商品，包含：濕紙巾、乾洗手、洗手乳、口罩，因此針對購買此四類商品的消費者為研究對象。
國家品質標章對於消費者可謂是品質的保障，而一般消費者對於標章可分為兩個層面，第一個層面即購買前的選擇，消費者於購買前會希望透過標章獲得一些訊息，而此訊息常與自身對於商品的期待有關連，即所謂的標章渴望；緊接著第二個層面即購買後的感受，消費者於購買後會希望買到的商品，與購買前獲得的訊息是相符合的，進而對於標章提供的訊息給予認同的評價，即所謂的標章滿意度。本研究以計畫行為理論為主軸，探討標章渴望、標章滿意度與計畫行為理論各變數的關聯性，探討消費者是否會因為對於標章渴望與標章滿意度，進而影響消費者的知覺行為控制、行為態度、主觀規範，也期能從中獲得消費者購買防疫產品類的理論模式。
本研究所採用的抽樣方式為便利抽樣法，以臺灣地區購買國家品質標章防疫產品類的消費者為主要作的問卷發放對象，以網路發放的形式進行，且於填答前請消費者先觀看介紹國家品質標章的影片，本研究共發600份網路問卷，全數回收，有效問卷為 595份，無效問卷為 5份，問卷回收率為 99%。其中回答是或者我知道或看過者有486人，占81.6%；回答否或我從未知道或看過者有109人，占18.3%。運用SPSS與AOMS軟體，進行描述性統計與結構方程模式等相關的統計分析。依據分析結果可知，國家品質標章渴望與國家品質標章滿意度對知覺行為控制、行為態度、主觀規範皆有正向影響，且知覺行為控制、行為態度、主觀規範對購買意圖皆有正向影響。

After the COVID-19 pandemic became a global epidemic, various business opportunities emerged in the field of epidemic prevention products. Taiwan's biotechnology and pharmaceutical industry achieved a remarkable revenue of NT$666.5 billion in 2021, indicating the thriving development of the industry in our country. To assist consumers in selecting various healthcare products, national quality certification provides further assurance. This study focuses on epidemic prevention products certified with the national quality certification. Based on the top four products sold by two major medical product distributors, Wei-Kang and Xing-Yi, the selected products include wet wipes, hand sanitizers, hand soaps, and masks. Therefore, the study targets consumers who purchase these four types of products.
The national quality certification serves as a guarantee of product quality for consumers. Consumers' perception of the certification can be divided into two levels. The first level pertains to the choice before purchasing, where consumers seek information through the certification that is related to their expectations of the product. This is referred to as certification desire. The second level concerns the satisfaction after purchasing, where consumers hope that the purchased product matches the information provided by the certification, and they evaluate the certification positively based on this alignment. This is referred to as certification satisfaction. This study is primarily based on the Theory of Planned Behavior, exploring the associations between certification desire, certification satisfaction, and variables in the Theory of Planned Behavior. The aim is to investigate whether consumers' certification desire and satisfaction can affect their perceived behavior control, attitudes, and subjective norms, and to develop a theoretical model for consumers' purchase behavior of epidemic prevention products.
Convenience sampling was employed in this study, targeting consumers in Taiwan who purchase epidemic prevention products certified with the national quality certification. The questionnaire was distributed online, and participants were asked to watch a video introducing the national quality certification before answering the questionnaire. A total of 600 online questionnaires were distributed, with all of them being returned. There were 595 valid questionnaires and 5 invalid questionnaires, resulting in a response rate of 99%. Among the respondents, 486 individuals (81.6%) answered "yes" or "I know" to being aware of or having seen the certification, while 109 individuals (18.3%) answered "no" or "I have never known or seen it." Descriptive statistics and statistical analyses such as structural equation modeling was performed using SPSS and AMOS software.
Based on the analysis results, it was found that certification desire and certification satisfaction have a positive impact on perceived behavior control, attitudes, and subjective norms. Additionally, perceived behavior control, attitudes, and subjective norms all have a positive influence on purchase intention.