本研究主因新冠疫情對全球餐飲業帶來巨大的重創和改變後在餐飲消費的品類方面，大眾健康意識需求增加，健康餐盒類型店家趨勢增長。雖然健康餐市場是餐飲行業的新品類，但因產業的學習門檻較低，產品的相同屬性程度高，很容易被競品廠商效仿跟進，即使是新品類，也面臨在現有垂直領域進入紅海市場。李敏傑(2014）也提出顧客的知覺價值與重購意向、品牌偏好兩者之間都存在著顯著性正相關影響。換言之，餐飲企業想要形成差異化的品牌競爭力，應在迎合顧客市場需求的基礎上，設計自身獨特的服務或產品，強化顧客的知覺感知。
本研究有以下三個研究目的:
一、探討服務設計與購買意願之影響
二、探討知覺價值對服務設計之關係的中介效果
三、探討健康意識對知覺價值對購買意願之干擾效果
本研究是透過線上問卷的方式調查。總共寄發了469份問卷，總共回收469份，回收率為100%。研結果顯示，服務設計與購買意願成正相關，知覺價值對服務設計與購買意願之關係的中介效果顯著，但健康意識的幹擾效果不顯著。因此本研究三個研究假說中，有二個獲得支持。根據研究結果提出健康餐盒在未來市場競爭中的品牌定位及建議。
This study focuses on the impact of the COVID-19 pandemic on the global foodservice industry, which has led to significant disruptions and changes in consumer behavior. As a result of increased health consciousness among the general public, therehas been a growing trend in the demand for healthy meal box options. While thehealthy meal box market represents a new cat-egory in the foodservice industry, its low learning curve and high similarity among products make it susceptible to imitation by competitors. Even as a new category, it faces chal¬lenges of entering a highly competitive market. Additionally, previ¬ous research by Lee Min-jie (2014) has shown a significant positive correlation between perceived value, purchase intention, and brand preference. In other words, in order to establish a differentiated brand competitiveness, foodser-vice businesses should design unique services or products that cater to customer market demands and en¬hance customer perceived value.
