本研究通過擴展保護動機理論框架，將味覺和社交媒體影響者作為威脅評估和應對評估領域中的新變量，探討越南消費者購買健康飲料的決定因素。研究利用405名越南消費者的樣本，通過結構方程建模發現，自然成分對味覺感知產生負面影響，反映了越南消費者對甜味的偏好，並與「不健康-美味直覺」相符。社交媒體影響者顯著提升了消費者對SMIs的感知脆弱性，從而推動購買意圖，而自我效能是購買行為的關鍵預測因素。然而，無糖/低糖未顯示出顯著影響，而反應效能對味覺對購買意圖的意外負面效應則凸顯了感官與健康的權衡。本研究通過整合感官和社會因素豐富了PMT，為越南獨特的消費環境提供了見解。實踐建議包括改善味覺適口性並利用SMIs開展健康宣傳活動，未來研究應解決樣本偏差等問題，並探索實際消費行為。

This study explores the determinants of Vietnamese consumers’ buying intention for healthy drinks by extending the Protection Motivation Theory (PMT) framework to incorporate Taste and Social Media Influencers (SMIs) as novel constructs within the Threat Appraisal and Coping Appraisal domains. Employing a sample of 405 Vietnamese consumers, structural equation modeling reveals that Natural Content negatively impacts Taste perceptions, reflecting Vietnam’s cultural preference for sweet flavors and aligning with the “unhealthy-tasty intuition.” SMIs significantly enhance Perceived Vulnerability to SMIs, driving buying intention, while Self-Efficacy emerges as a key predictor of purchase behavior. However, No/Low Sugar exhibits no significant influence, and an unexpected negative effect of Response Efficacy for Taste on buying intention highlights a sensory-health trade-off. The study contributes to PMT by integrating sensory and social factors, offering insights into Vietnam’s unique consumption context. Practical implications suggest improving taste palatability and leveraging SMIs for health campaigns, while future research should address limitations such as sample bias and explore actual consumption behaviors.

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