隨著人口老化、健康意識提升以及後疫情時代的來臨，保健食品已逐漸由過去以疾病輔助為主的功能性產品，轉變為消費者日常健康管理的重要工具之一。相較於一般消費性產品，保健食品涉及健康風險評估、資訊不對稱與長期使用效果，其購買行為具有高度涉入性與持續性特徵。然而，回顧既有文獻，多數研究仍以「購買意願」作為主要結果變項，較少進一步探討消費者是否會形成穩定且長期的實際購買行為，因而可能無法完整反映保健食品消費行為的真實樣貌。
基於上述研究缺口，本研究以「購買頻率」作為核心結果變項，旨在探討影響保健食品消費者長期購買行為之關鍵因素。研究架構整合產品認同與信任度、保健品選擇偏好、專業背書、多重決策影響以及個人健康意識等五大構面，透過問卷調查方式蒐集消費者實證資料，並運用單變項分析與多變項統合分析方法，檢驗各構面對保健食品購買頻率之影響程度與相對重要性。
研究結果顯示，在單一構面分析中，各研究變項皆與保健食品購買頻率呈現顯著關聯，顯示消費者的購買行為確實受到多元因素共同影響。然而，在控制其他變項後，僅「產品認同與信任度」以及「個人健康意識」仍對購買頻率具有顯著且穩定的正向影響，顯示其為驅動消費者長期購買行為之核心因素。此結果意涵，消費者是否持續購買保健食品，關鍵不僅在於外部資訊刺激或短期促銷誘因，而在於其是否相信產品能帶來實質健康效益，以及是否具備主動且長期的健康管理意識。
此外，研究亦發現年齡與所得水準與保健食品購買頻率呈現顯著正向關係，顯示中高齡及中高所得族群較傾向將保健食品視為長期健康投資，並形成較穩定的重複購買行為。相對而言，專業背書、保健品選擇偏好與多重決策影響在整合模型中之影響力相對有限，推論此類因素較可能影響初次購買或短期決策，而非長期持續使用行為。
綜合而言，本研究指出，產品信任的建立與健康意識的培養，為促進保健食品長期購買行為之關鍵基礎。研究結果不僅補足既有文獻過度著重購買意願而忽略實際行為層級之不足，亦可為保健食品產業在產品信任建構、健康教育溝通與市場區隔經營策略上，提供具體且實務導向之參考依據。

With an aging population, increased health awareness, and the arrival of the post-pandemic era, health supplements have gradually transformed from functional products primarily used for disease support into an important tool for consumers' daily health management. Compared to general consumer products, health supplements involve health risk assessment, information asymmetry, and long-term effects, making their purchase behavior highly involved and continuous.
However, a review of existing literature shows that most studies still use "purchase intention" as the main outcome variable, and rarely explore whether consumers will form stable and long-term actual purchasing behavior, thus failing to fully reflect the true nature of health food consumption behavior.
Based on the forementioned research gaps, this study uses "purchase frequency" as the core outcome variable to explore the key factors influencing the long-term purchasing behavior of health supplement consumers. The research framework integrates five dimensions: product recognition and trust, health supplement selection preference, professional endorsement, multiple decision-making influences, and personal health awareness. Empirical data from consumers was collected through questionnaires, and univariate analysis and multivariate syntactic analysis were used to examine the degree of influence and relative importance of each dimension on the frequency of health supplement purchases.
The results showed that, in the single-dimensional analysis, all research variables were significantly associated with the frequency of health food purchases, indicating that consumer purchasing behavior is indeed influenced by multiple factors. However, after controlling for other variables, only "product recognition and trust" and "personal health awareness" still had a significant and stable positive impact on purchase frequency, showing that they are the core factors driving long-term consumer purchasing behavior.This result implies that whether consumers continue to purchase health supplements depends not only on external information stimuli or short-term promotional incentives, but also on whether they believe the products can bring substantial health benefits and whether they have a proactive and long-term health management mindset.
Furthermore, the study also found a significant positive correlation between age and income level and the frequency of health supplement purchases, indicating that middle-aged and older adults and those with higher incomes are more likely to view health supplements as a long-term health investment and develop more stable repeat purchase behavior. In contrast, professional endorsements, health supplement selection preferences, and the influence of multiple decision-making processes had relatively limited impact on the integrated model, suggesting that these factors are more likely to influence initial purchases or short-term decisions rather than long-term continuous use behavior.
In summary, this study indicates that building product trust and cultivating health awareness are key foundations for promoting long-term purchasing behavior in health food products. The findings not only address the shortcomings of existing literature that overemphasizes purchase intention while neglecting actual behavioral levels, but also provide concrete and practical references for the health food industry in building product trust, communicating health education, and implementing market segmentation strategies.

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