近年來養生觀念抬頭，大眾對於身體健康方面要求日益重視，大家選擇有機蔬食、食用健康食品、三餐達到少油少鹽少糖等等，在飲品的方面對人類最好的飲品還是—水。以通路來說，為求方便性及易取得性，瓶裝水主要通路為便利商店，近年來因網路通路發達，資訊流通快速，因此也成為許多便利品主要的通路之一。目前關於飲品的知覺風險及購買意願的研究多以有糖飲料為主，針對氧氣水的研究卻是屈指可數，因此本研究將以「奧斯泉氧氣水」品牌探討消費者對於機能水的知覺風險以及在網路上之購買意願。
本研究以飲用瓶裝水的消費者作為調查對象，以網路問卷方式進行資料蒐集，根據110份有效樣本進行資料分析。本研究分析結果為財務、功能、身體知覺風險會顯著負向影響消費者購買意願，最後根據研究結果提出相關結論及建議，提供氧氣水相關產業未來行銷之參考依據。
With the growing trend of healthy diets, people have become increasingly concerned about their body health, implementing regimens such as eating organic vegetables and health foods and cooking with less oil, salt, and sugar. In terms of drinks, water remains the most suitable choice for the human body. The primary channel of distribution for bottled water is convenience stores because they are convenient and easily accessible. However, online vendors are rapidly becoming a major channel for convenience products including bottled water. Presently, studies on the perceived risks and purchase intentions of drinks predominantly focus on sweetened drinks; few have investigated oxygenated water. Therefore, this study investigated a brand of oxygenated water called Oxygen to determine consumers’ perceived risks and online purchase intentions of functional water.
This study targeted consumers of bottled water and employed an online survey for data collection. A total of 110 valid samples were collected, and the results indicated that personal finance, function, and perceived risks for the body significantly and negatively affected consumer purchase intentions. Conclusions and suggestions were made accordingly for the marketing reference of the oxygenated water industry.
