消費者對於環境的重視與健康的追求，是近年來非常受到大家矚目的議題，海洋深層水相關產品即是因應這股潮流所誕生，它具有再生與永續的特性，可以解決人類水資源逐漸短缺的問題；除此之外，它所含的礦物質含量比例接近人體體液，易於人體吸收，非常符合現代消費者的需求。
本研究藉由Ajzen(1985) 提出的計劃行為理論 (Theory of Planned Behav-ior,TPB)，以行為態度、主觀規範、知覺行為控制與行為意圖等構念進行探討，暸解消費者在使用海洋深層水相關產品之行為的相關因素。
本研究調查 237 位消費者，經由相關分析及線性結構模式分析，研究主結果摘要如下：(1) 消費者購買海洋深層水相關產品的態度對行為意圖有顯著正向影響。(2) 消費者購買海洋深層水相關產品的知覺行為控制對行為意圖有顯著正向影響。(3) 消費者購買海洋深層水相關產品的行為意圖對購買行為有顯著正向影響。
本研究建議海洋深層水相關產品需定位消費族群，強調產品之保健與機能性，透過權威人士的推薦、國家品質的認證等，經由媒體、網路等各種管道加強購買海洋深層水相關產品對健康是有益的、重要的等認知，如此才能切入市場需求，提升產品的競爭力。
The high value for environment and the pursuit of health are one of the hottest topics which have in a large scale drawn customers’ attention in recent years; conse-quently deep-sea water related products have been launched in response to this trend. This kind of deep-sea water products possesses characteristics of regeneration and sus-tainability; therefore they can potentially help solve the gradually aggravating water resource shortage for human. In addition, the proportions of the mineral contents they consist of are close to those of human body fluids; accordingly, they can be easily ab-sorbed by human bodies and correspond perfectly with modern consumers’ needs.
The study employs Ajzen’s Theory of Planned Behavior (TPB), proposed since 1985, in order to explore into subjects such as behavior and attitude, subjective norm, perceived behavioral control and behavioral intention of consumers, trying to under-stand their relevant behavioral factors concerning using deep-sea water related products.
This study investigated 237 consumers, through correlation analysis and linear structural model analysis. The foremost findings are summarized as follows: (1) Con-sumers’ attitudes in buying deep-sea water related products have significantly positive influence on their behavioral intentions. (2) Consumers’ perceived behavioral control in purchasing deep-sea water related products creates a significantly positive effect on their behavioral intentions. (3) Consumers’ behavioral intentions in shopping deep-sea water related products have significantly positive influence on their purchase behaviors.
This study suggests that companies of deep-sea water products should position their target consumer group. It is advisable for them to stress on the healthy and func-tioning aspects which their products can offer, and to promote the public cognition, via the media, internet and other various channels, through recommendations by authorities and the national quality certification, that purchase of deep-sea water products is bene-ficial and important for health, so that they can cut into the market, meet its needs, and at the same time enhance the competitiveness of their products.
