有特殊生理功能、多達十五種產品被衛生署列為健康食品的優酪乳是保健食品市場中越來越受到消費者青睞而不斷成長的產品類別並擁有相當可觀的商機。消費者對於優酪乳營養成分帶給人體的好處並不一定十分清楚，但是憑著對於產品的印象及知名度也許會願意購買使用，因此如果可以掌握消費者購買優酪乳的潛在心理，將對優酪乳的飲品廠商的行銷策略擬訂有重大的影響。
本研究之主要目的在探討國內優酪乳使用者對於品牌知名度對希望、知覺價值、知覺風險之間的關係進行研究，也探討這三種變數與消費者購買意願間的關係。
本研究選擇國內品牌知名度較高的統一AB優酪乳及品牌知名度較低的東海優酪乳作為研究對象。分別對消費者發了共300份問卷，並以其中有效問卷266份進行統計分析；研究結果發現：
1. 高品牌知名度比低品牌知名度優酪乳帶給消費者較高的希望、知覺價值及購買意願。
2. 高品牌知名度比低品牌知名度優酪乳帶給消費者較低的知覺風險。
3. 消費者的希望、知覺價值對消費者購買優酪乳的意願有正向影響。
4. 消費者的知覺風險對消費者購買優酪乳的意願並無反向的影響。

Fermented milk, with special functions and good to specific population, is getting popular, and is a growing category in beverage market and possesses high business potentiality. Also, there are fifteen products that are guaranteed by Department of Health, Executive Yuan, R.O.C. (Taiwan). Because of product’s awareness, customers are willing to purchase and use although they do not have professional knowledge related to fermented milk. Therefore, it will have an important influence on setting marketing strategy if marketers can perceive what customers are thinking.
The purpose of this research is to study the effects of brand awareness on three variables, including hope, perceived value and perceived risk. Moreover, the relation of hope, perceived value, perceived risk and purchase intention will be also discussed.
In this research, 300 questionnaires were passed out to two different brand of fermented milk and data were collected from 266 effective questionnaires and were statistically analyzed. The results of this research as follows:

1. High brand awareness has significant positive effects on hope, perceived value and purchase intention.
2. High brand awareness has significant negative effects on perceived risk.
3. Customer’s hope, perceived value has positive effect on purchase intention of fermented milk.
4. Customer’s perceived risk did not have negative effect on purchase intention of fermented milk.

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