關節炎泛指關節處發炎而衍生的多種不適症狀，若未經妥善治療，關節炎症狀會隨時間而愈加嚴重，最終無法進行日常活動，而造成生活品質下降和影響社交關係。近年關節保健食品市場持續成長，驅使廠商研發和生產多樣化產品，使關節保健食品市場競爭激烈。已有研究探討消費者對不同產品的涉入程度、知覺品質、知覺風險與購買意圖的關係，以及消費者背景變項對購買行為的影響，然而消費者對關節保健食品的購買行為是否如先前研究結果則不得而知。因此，本研究將探討消費者對關節保健食品的購買行為，了解涉入程度、知覺品質、知覺風險和購買意圖的關聯性。研究以線上發放問卷方式收集資料，共獲得362份問卷，有效問卷為356份。數據以單因子變異數分析和多元迴歸進行統計分析。研究結果發現，已婚有小孩的受試者對知覺風險顯著高於未婚者，而行動靈活性、保健品食用習慣，以及每個月保健品購買預算皆會顯著影響購買意圖。每天固定食用保健品之受試者，其知覺風險低於沒有食用習慣者，而購買意圖高於沒有食用習慣者。與行動自如的受試者相比，當受試者感到關節不適時，較認同經常性購買關節保健品，會因為想預防關節疾病或聽從醫生建議而購買保健品，且較認同購買過期品。此外，涉入程度與知覺品質、知覺風險和購買意圖呈中度正相關，知覺品質和知覺風險與購買意圖呈低度正相關，而涉入程度對購買意圖的影響力高於知覺風險。本研究結果可供業者制定相關的行銷活動，包括針對特定的消費者提供的產品資訊內容和決定傳遞資訊的管道，並透過健康知識宣導，提高消費者的購買需求和動機。

Arthritis is a variety of uncomfortable symptoms derived from inflammation of the joints. Without proper treatment, the symptoms of arthritis will worsen over time, and eventually, daily activities will not be performed well, resulting in bad quality of life and impacts on social relationships. In recent years, the joint supplement market has grown continuously, driving manufacturers to develop and produce diversified products, resulting in fierce competition in the joint supplement market. Previous studies have explored the relationship between involvement, perceived quality, perceived risk, and purchase intention in different products, and the influence of consumer background on purchase behavior. However, the purchase behavior of joint supplements may not be the same as before. Therefore, in this study, the consumer purchase behavior of joint supplements will be studied to understand the correlation between involvement, perceived quality, perceived risk, and purchase intention. The data was collected by distributing questionnaires online. There were 362 questionnaires obtained, of which 356 were valid. The data were analyzed by one-way analysis of variance (ANOVA) and multiple regression. According to the results, the married subjects with children had significantly higher perceived risk than unmarried subjects, besides, the mobility, consumption habit of supplements, and monthly budget significantly affected purchase intentions. The subjects who ate supplements daily had lower perceived risks and higher purchase intentions than those who had no eating habits. Compared with subjects with no mobility issues, the subjects with joint discomfort tend to purchase joint supplements frequently, follow doctors' advice to purchase joint supplements to prevent joint diseases, and purchase expiring products. In addition, the involvement has a moderate positive correlation with perceived quality, perceived risk, and purchase intention, and the perceived quality and perceived risk have a low positive correlation with purchase intention, moreover, the impact of involvement on purchase intention is higher than that of perceived risk. The results of this study can be a reference for the industry to plan marketing activities, including the content of product information for specific consumers and the channels for information transmission, and be used to promote the knowledge to increase the customers’ purchase motivation.

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