現代人的飲食觀念在近年來有所變遷，促使在食品業市場上，紛紛投入較多的產品開發和創新，以滿足現代人在飲食上注重健康、衛生與養生的觀念。過去的研究中，購買意願一直是評估消費者行為與購買決策的指標，但是卻無法充分解釋消費者之再次購買的前因。故本研究擬以健康食品為研究範疇，透過消費者對健康食品的認知，以探討在選購商品的衝突、企業形象、品牌忠誠與再購買意願間之關係，以期幫助健康食品業者更能深入瞭解消費者的需求。研究中，以健康食品為研究標的，針對曾經使用過的消費者進行問卷調查。
根據研究實證結果發現，決策衝突、企業形象與品牌忠誠皆對消費者的再購買意願有正向影響關係。此外，研究中也發現在決策衝突與再購買意願間之關係，品牌忠誠有顯著中介效果，然而在企業形象與再購買意願間之影響關係中，品牌忠誠的調節效果則不顯著。

The modern people’s dietary concepts had changed in recent years, promote food companies invested more effort in product development and innovation to satisfy the modern people’s dietary concepts, including emphasize health, hygiene and keeping fit. Previous research had found that the purchase intention can be the index for decision of consumptions, but the purchase intention can’t explain why consumers repurchase. In this research, based on healthy foods, we explore the relationship between decision conflict, enterprise image, brand loyalty and repurchase intention through consumers’ perspective on healthy foods and expect this research can help the food companies understand consumers’ demand deeply. In our experiment, we employ the healthy food as questionnaires’ subject to test participants who has the experience of eating healthy foods.

According to our research, there are positive effects between decision conflict and repurchase intention, enterprise image and repurchase intention, brand loyalty and repurchase intention. Besides, our research also found that the brand loyalty had significant intermediary effect between decision conflicts and repurchase intention, but no significant moderate effect between enterprise images and repurchase intentions.

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