隨著醫療技術的進步、預防醫學的興起，現代人追求壽命的延長，更加重視養生及健康意識提升、慢性疾病增加、COVIE-19疫情等傳染病的爆發，以及少子化使人口結構逐漸走向中高齡化等因素，人們對健康保健食品的需求持續攀升，故而帶動產業利用生物技術投入具健康訴求的保健食品製造，使得該產業快速蓬勃發展。因此，本研究在購買生技保健食品的情境下建立以「刺激-個體-反應SOR橂型」框架探討有順序性、系統性的架構衍生出，如何透過各種構面直接刺激消費者，產生認知效用進而直接影響到購買意願，發生購買行為非線性式的多次決策過程。因為消費者購買行為是複雜且多變的，購買行為的產生受到其內在因素和外在因素的相互促進因果交互影響外，更具有反饋性或追溯性，此乃本研究為彌補之研究缺口。
本研究以網路問卷進行資料蒐集，累計回收問卷數為300份「n1=300」，為使本研究問卷趨於有購買保健食品及食用的經驗，以達問卷調查之目的及實質價值，故扣除沒有買過保健食品的樣本共計15份無效問卷，總計有效樣本之統計資料數為285份「n2=285」，並以『SPSS及Smart PLS軟體』進行統計分析。研究結果顯示，以假設檢定分析及鏈式中介分析二者互相驗證分析結果相同且正確無誤，均具有非常顯著性。根據第四章資料分析結果得知，知覺信息、購買動機、涉入程度、價值定位「S刺激」以及認知效用「O個體」與購買意願「R反應」等構面除了互相影響且有顯著之正向關聯性外，更具有因果關係及交叉相互影響。一般行銷會透過各種構面直接刺激消費者產生認知效用，進而直接影響到購買意願，但本研究發現消費者購買商品行為並非僅有線性式的「因為 A 導致 B，接著 B 導致 C，最後 C 導致 D」的一次性具體過程，而是非線性的多次決策過程，每個構面除了會交互影響外，更會有反饋性或追溯性。
本研究的結論成果在理論與實務上皆具有參考價值。在學術貢獻層面，其貢獻有三：一、本研究以SOR橂型架構順序性、系統性的豐富消費者行為模式及因果關係。二、本研究將認知心理學結合經濟學的效用理論，產生「O個體」的認知效用與消費者行為作連結。三、本研究經由鏈式中介檢定分析與假設檢定分析相互驗證結果，發現消費者行為面向的『追溯性理論』，此乃發現消費者行為之面向而非發明此理論。四、本研究擴展SOR模型之應用類別。在實務貢獻層面，本研究發現消費者行為面向的『追溯性理論』具有跨領域、多元的創新意涵與推動價值，應用於消費者行為實務上提供企業有價值的創意與決策參考，茲分為1、管理方面2、行銷方面，詳述如第五章結論與建議第三節研究貢獻。

With advancements in medical technology and the rise of preventative medicine, modern people's pursuit of longer lifespans, increased emphasis on health and wellness, rising chronic diseases, the outbreak of infectious diseases like COVID-19, and a declining birth rate leading to an aging population, the demand for health supplements continues to climb. This has driven this industry to utilize biotechnology in the manufacture of health-oriented supplements, resulting in rapid growth. Therefore, this study establishes a stimulus-response (SOR) framework within the context of purchasing biotechnological health supplements to explore how a sequential and systematic structure can stimulate consumers' cognitive utility through various dimensions, thereby influencing their purchase intentions and leading to a non-linear decision-making process in purchasing behavior. Because consumer purchasing behavior is complex and variable, influenced by the causal interactions of internal and external factors, and possessing feedback or retrospective characteristics, this study aims to fill a research gap.
This study collected data using an online questionnaire, with a total of 300 questionnaires (n1=300). To ensure the questionnaires were collected from individuals with experience in purchasing and consuming health supplements, thus excluding 15 invalid questionnaires from those who had never purchased health supplements, the total number of valid questionnaires was 285 (n2=285). Statistical analysis was performed using SPSS and Smart PLS software. The results showed that both hypothesis testing and chain-linked analysis yielded consistent and highly significant results. According to the data analysis in Chapter 4, the dimensions of perceived information, purchase motivation, involvement, value position (S stimulus), cognitive utility (O individual), and purchase intention (R response) not only interacted and showed significant positive correlations but also exhibited causal relationships and cross-influences. Traditional marketing often uses various dimensions to directly stimulate consumers' cognitive utility, which in turn influences their willingness to buy. However, this study found that consumers' purchasing behavior is not a linear, one-time process of "A leads to B, then B leads to C, and finally C leads to D," but rather a non-linear, multi-stage decision-making process. In addition to interacting with each dimension, each dimension also has feedback or traceability.
The findings of this study have both theoretical and practical value. In terms of academic contributions, there are three main points: First, this study enriches the understanding of consumer behavior patterns and causal relationships through the sequential and systematic structure of the SOR (Sequential, Orthogonal, and Regressive) model. Second, this study combines cognitive psychology with economic utility theory to link individual cognitive utility with consumer behavior. Third, this study discovers the "Traceability theory." Fourth, this study expands the application categories of the SOR model. In terms of practical contributions, the "Traceability theory" discovered in this study has cross-disciplinary and multifaceted innovative implications and driving value, providing valuable creative ideas and decision-making references for enterprises in practice. These are detailed in Chapter 5, Conclusions and Recommendations, Section 3, regarding the research contributions.

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