| Summary: | 碩士 === 國立政治大學 === 企業管理研究所(MBA學位學程) === 107 === The functional food has witnessed growth in recent years due to the increasing consumer health awareness, the aging of population and fewer children, and the prevention, maintenance or improvement of disease in healthcare. Abovementioned factors boost functional food market in Taiwan and reflect a positive growth from 2015 according to the report by Ministry of Economic Affair. Unfortunately, people are hesitant to try functional food compared to normal food. As the beverage is top 4 in the category of functional food, we use beverage as an example. In the 2018 Beverage Sales report of Taiwan Beverage Industries Association, there is only 1.90% in functional drinks. The study attempts to investigate 2 hypotheses. First, as the functional food is not popular in Taiwan based on the report, food neophobia will obviously lead to the negative impact on their willingness to buy in functional food. Second, and if consumers are improving the knowledge on food and health, it will reflect a positive growth of willingness to buy in functional food. The study applies survey method and distributes 618 questionnaires to the people who live in Taiwan and have an account in social media “Facebook” and “Dcard”. The effective response rate is 100% since the ineffective response will not be counted in our online survey platform “SurveyCake”. The major findings are, first, food neophobia has a significant positive influence on willingness to buy in functional food. Second, when consumers are improving the knowledge on food and health, it has a significant negative influence on willingness to buy in functional food.
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