隨著生活水準的提昇，女性消費能力成長驚人，尤其是女性在主導健康食品決策中居於不可忽略的角色。然而消費者決策過程中，從產品的涉入產生知覺風險到資訊搜尋、資訊散佈間，存在著環環相扣的連動關係。因此本研究依產品涉入型態將女性消費者分群，了解是否會影響知覺風險、資訊搜尋及散佈。除此之外，當購買決策的知覺風險提高時，個人來源的資訊較來自其他來源的資訊重要，顯然在女性消費行為中資訊搜尋的來源及知覺風險是非常有趣的研究方向。因此，本研究之主要目的在探討：
1. 女性消費者不同涉入型態對風險知覺的影響。
2. 不同涉入型態對資訊搜尋來源的差異。
3. 涉入型態對資訊散佈意願的影響。
4. 知覺風險對資訊搜尋來源的關聯。
5. 針對所得之研究結果訂定建議，以供業者在作
產品定位及行銷策略擬定時之重要參考。
主要研究成果如下：
1. 女性消費者有較高的功能性風險知覺，而對降
低知覺風險所採用的資訊來源中，個人資訊來
源明顯高於非個人資訊來源。
2. 女性消費者產品涉入型態不同，對知覺風險有
顯著的不同。
3. 女性消費者產品涉入型態不同，對資訊來源之
構面因素有顯著差異，對資訊搜尋各構面因素
間亦有顯著差異。
4. 不同產品涉入型態受訪者對資訊散佈有顯著差
異。

Because of living welfare improved, female consuming ability has progressed amazingly. Also, female acts as an active and indispensable role in choosing and making decision of health food. Nevertheless, during the period of choosing and decision making, there has been an mutual relation among consumer’s behaviors such as product involving, risk perceiving, information searching and information disseminating. Hence, this research, according to different types of product involvement, divide female consumer into groups and examine if these types would influence by perceived risk, information searching and information dissemination. Besides, when a consuming decision meets high risk , personal information searching is more important than impersonal information searching . Obviously, information searching and perceived risk are interesting in female consuming behavior researches. In summary, the main purposes of this research are:

1. How product involvement are influenced by perceived risk.
2. How different types of involvement are influenced by sources of information searching.
3. How product involvement influences the willingness of information dissemination.
4. Correlation between perceived risk and source of information searching.
5. According to research conclusion , suggestions are made as business references in products positioning and sales strategy.

And, studying in female consumer behaviors, the main research results are:

1. Female consumer possesses a higher functional risk perception. Hence, to reduce perception risks, sources from personal information searching are much more than that of impersonal information searching.
2. Different product involvements produce different perceived risks obviously.
3. Different product involvement obviously produce different dimension factors of information source.
4. Different types of product involvement obviously possess difference in information dissemination behavior.

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