由於現代人生活壓力沉重，對於健康養生意識逐漸提升，消費者購買保健食品的目的在於預防保健、飲食美容、改善機能等。然而，市場上保健食品的產品種類繁多，消費者在選擇購買保健食品時，會因個人對於產品品牌、使用經驗等消費者知覺、決策，對購買保健食品之行為產生不同的影響。這份研究的核心價值在於收集並分析保健食品市場，透過產官學合作，實際參與台灣薏立生技公司改變，並將消費者的需求轉換成行銷的要素，嘗試因應這些改變，做出問卷，瞭解這些改變是不是消費者真正想要的，從以探討保健食品市場的成長關鍵因子。本研究兼採質化與量化方式搜尋資料，以SPSS22.0進行統計分析。研究結果顯示，保健知識能夠有效影響消費者的購買意願。 若能夠提供幫助消費者認知產品原料的充足知識，或是消費者間彼此經驗的知識分享，都能夠提高消費者對保健食品的購買意願。同時，保健食品業者對於產品知識擁有多寡、以及與交流的頻率，也是與消費者建立長期信賴關係的重要關鍵。

As the pressure of modern life, and health awareness for the gradual increasing, more and more consumers buy health food aiming to take care of health and diet beauty, to improve body performance and so on. However, because of the market with a wide range of health food products, consumers often choose to buy health food, depending on their personal preference for the brand, previous experience of using. Regarding to consumer awareness and decision-making, the purchase of health food behavior has different effects. The core value of this study is to collect data and analyze the health food market, through the cooperation of enterprises and the actual participation in the changes of E company. We translate the demand of consumers into marketing elements, trying to respond to these changes. We also make a questionnaire to test these changes which are really wanted by consumers or not, thereby discriminate the key factors in exploring of the growth of health food market. In this study, the data is both qualitative and quantified, and SPSS22.0 is used to statistical analysis. The results show that healthcare knowledge can effectively affect consumers' buying willingness. If we can provide consumers with adequate knowledge of raw materials to understand the products, or consumers can share their experience and knowledge to each other, all these efforts will improve the consumer's willingness to buy health food. At the same time, professional knowledge of the employees in health food industry, as well as the frequency of communication between employees, also has a key influence in establishing a long-term trust relationship with consumers.

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