我國政府將生物科技列為「挑戰2008：國家發展重點計畫」之兩兆雙星明星產業之一，但由於產業剛在發展中，確效性實驗不足，法令規範亦不明確，進入門檻低，產品品質參差不齊，導致消費者亦無所適從，以致無法達到提高全民預防保健，減低健保資源浪費的階段性目標。
本研究主要探討及評估在生技保健食品產業中消費者的產品知識是否會直接或間接影響消費者對行銷通路、消費者態度以及購買意圖的選擇。希望透過本研究結果，提供生技保健食品產業在行銷策略上的建議，調整行銷資源，以利其未來提供消費者物廉價美效果好的生技保健食品。
本研究以台灣地區有購買保健食品經驗之消費者做為主要研究對象。依台灣北、中、南、東部四地區採用網路問卷，利用電子郵件傳遞方式，上網填答作為調查方法。本研究共發放500份問卷，回收有效樣本為252份(回收率50.4％)，以此樣本進行分析。對於理論架構與假設之驗證，本研究利用迴歸分析來驗證消費者產品知識、行銷通路、消費者態度、購買意圖之因果關係，另採用線性結構模式來檢視架構之配適度，最後，利用差異性分析來探討不同之消費者特性在不同構面間之表現是否有顯著的差異存在。
根據本研究統計分析之驗證結果，歸納下列結論：
一、消費者產品知識對行銷通路、消費者態度以及購買意圖有顯著影響。
二、產品知識及行銷通路透過消費者態度對購買意圖確實有顯著影響。
三、當專業性服務己為行銷通路普遍具備之條件時，對消費者態度己無明顯之差異。
四、消費者態度中的信任與規範性評估對購買意圖的影響有不同的差異性。
五、規範性評估在消費者購買行為確實具有顯著性之中介效果。
六、人口統計變項對產品知識、行銷通路、消費者態度、購買意圖並無顯著影響，但在每月願意花費在保健食品的預算變項則有顯著影響。

Taiwan government lists the biotechnology as one of two trillions double stars industries of "Challenges 2008: National development key plan”. But just the beginning of this industry, the true effect experiment insufficiency, the law standard also unclear, entered the threshold lowly, the quality of product irregular, causes the consumer to be at a loss how to proceed, so that was unable to achieve the goal that enhanced all the people to make the health prevention, decreased the health insurance resources waste
This research would to establish a model to appraise that consumer's product knowledge whether can be direct or indirectly affect the marketing channel, the consumer manner and the purchase intention choice in bio-technique health foods industry. The hope penetrates this research, provides the bio-technique health foods industry in the marketing strategy suggestion, the adjustment marketing resources, then provide the consumer inexpensive and effects bio-technique health foods in the future.
This research was measured by Taiwan area consumers, who had the purchase health foods experience and 30 years old above primarily were prefer. According to north, middle, south, eastern part four areas of Taiwan, use email to ask they answer the question on website. This research provides 500 questionnaires, effective sample is 252 (returns-ratio 50.4%), and analysis was based on this sample.
Confirmation the theory and construction, this research confirms the consumer product knowledge, the marketing channel, the consumer manner, the purchase intention using the regression analysis. Using the linear structure to fit if the construction of the model matches or not. Finally, using the difference analysis to discuss the different consumer characteristic whether has the difference existence.
According to this research analysis, induction following conclusion:
First, the consumer product knowledge to the marketing channel, the consumer manner, the purchase intention have reveals the influence.
Second, the product knowledge and the marketing channel penetrate the consumer manner truly to have reveals the influence to the purchase intention.
Third, when specialized service of sells in the marketing channel was generally requirement, then the consumer manner is not obvious difference.
Fourth, in the consumer manner the trust and the normative evaluation have different influence to the purchase intention.
Fifth, the normative evaluation in consumer‘s behavior have reveals the influence.
Sixth, the consumer characteristic to the product knowledge, the marketing channel, the consumer manner, the purchase intention have not reveals the influence, but willing to spend in each month in the health foods budget has reveals the influence.

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