在台灣山羊乳是牛乳之外唯一一種動物性液態乳選擇，在多本中藥古籍中記載有滋補功效及喝羊乳比喝牛乳較不容易過敏的說法，但羊乳市場在1998年達到銷售顛峰後幾乎年年衰退。 有健康需求的消費者在飲用羊乳前可能會考慮羊乳的營養價值及特殊功能性，但可能因為消費者對羊乳認知知識的降低及羊乳具有特殊風味屬性，當消費者不再視羊乳為功能性產品，導致消費者對羊乳態度的改變而降低購買意願？
本研究依據文獻探討以及實證以台灣羊乳產業為例，探討消費者健康意識、產品屬性、產品知識對態度及購買意願影響。問卷取樣方式採便利取樣法，透過網路通訊軟體進行問卷的連結發放，請12歲以上具有自主購買能力且居住地為台灣可能購買或飲用羊乳的本國國民進行問卷填寫， 總計回收有效問卷532份，並進行敘述性統計及信度分析，再以迴歸分析驗證假說。研究結果發現消費者健康意識對羊乳產品態度的影響極為微小，在產品知識及產品屬性的影響下可視為不顯著；消費者產品知識的高低會對消費者對羊乳的態度產生正向顯著的影響；羊乳的屬性會顯著影響消費者對羊乳的態度，且消費者的態度對羊乳的購買意願有正向顯著影響。此外，態度於產品知識與購買意願有部分中介的效果；於產品屬性與購買意願則有完全中介的效果。

In Taiwan, goat milk is the only animal-based liquid milk option other than cow milk. Many ancient Chinese medicine books have recorded nourishing effects and claims that drinking goat milk is less prone to allergies than drinking cow milk. However, the goat milk market reached a peak in 1998. After the peak, it declines almost every year.
Based on literature review and empirical evidence, this study takes Taiwan's goat milk industry as an example to explore the influence of consumers' health consciousness, product attributes, and product knowledge on attitudes and purchase intentions. The questionnaire sampling method adopts the convenient sampling method, and the link of the questionnaire is distributed through the network communication software. Nationals over the age of 12 who have the ability to purchase independently and live in Taiwan who may buy or drink goat milk are invited to fill in the questionnaire. A total of 532 valid questionnaires were recovered. and conducted descriptive statistics and reliability analysis, and then used regression analysis to verify the hypothesis.
The results of the study found that the impact of consumer health consciousness on goat milk product attitudes is very small, and it can be considered insignificant under the influence of product knowledge and product attributes. The level of consumer product knowledge will have a positive and significant impact on consumers' attitudes towards goat milk. Attitude has a partial mediation effect between product knowledge and purchase intention; it has a complete mediation effect between product attributes and purchase intention.

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