- 期刊
淺談眼疾預防與葉黃素保健食品－健康信念模式應用與葉黃素消費行為
On Eye Diseases Prevention and Lutein: Health Belief Model Perspective
摘要
研究背景：現代科技的發達，台灣3C產品普及率高及連結網路便宜及方便，眼睛因用眼需求提高導致疲勞與老化等乾眼症或黃斑部病變疾病發生，眼疾與視力問題退化，將導致生活變得不方便。研究動機與目的：葉黃素保健食品因為可以保養眼睛及預防黃斑部退化而受到消費者青睞，成爲各通路必販售的保健食品，隨著越來越多產品在各種不同通路銷售，消費者對選購葉黃素的選擇偏好行為研究對於眼睛的預防保健推廣就顯得相當重要，希望藉此研究了解消費者選擇葉黃素保健食品產品行為與銷售通路之間的關係，提供產學業界參考依據。研究方法理論與文獻回顧:本研究之理論基礎是健康信念模式，主要架構是假設消費者基於對眼睛疾病之威脅程度，而有了購買葉黃素保健食品的意願。本研究，假設消費者購買葉黃素保健食品的行為受到通路幾個因素的調節影響購買行為，通路的價格、通路的印象、健康諮詢對象專業人士（醫師、藥師或營養師）的推薦、購買場域、產品品牌，媒體廣告。研究設計: 採問卷調查法，問卷總計共發出900份問卷，回收850份，經表面審視後，剔除不完整問卷，餘823份，樣本自台灣北中南東各領域。研究資料分析方法使用描述統計，獨立樣本t檢定，單因子變異數分析，皮爾遜積差相關分析，多元迴歸分析，卡方分析等統計分析。研究成果: 銷售端點會影響購買葉黃素行為的關鍵因素，主要為品牌(32.69%)，藥師或醫師推薦(25.39%)，價格(23.09%)，顯示消費者在購買葉黃素時，仍然相當理性，且重視專業人員的意見。研究顯示，健康信念模式各變項可解釋27%葉黃素消費行為，其中，自覺葉黃素利益是葉黃素消費行為最有力解釋因子，其次為負項影響的葉黃素障礙，以及罹病可能性與嚴重性。本研究也證實健康信念模式理論在消費者購買葉黃素保健食品之行為的適用性。
並列摘要
Research background: Residents in Taiwan exposed to an extreme high risk of eye diseases because of extensive use of image applications. Since lutein had been proofed to be helpful to strengthen the eyes function and help prevent macular degeneration, it had become a star product in the pharmacies and drug stores. In the other hand, consumers were easily confused with a wide variety of brands and sales channels when shop for a proper lutein supplement. Theory and Literature Review: This research took the health belief model as the theoretical basis and hypothesized that the levels of consumer's threat perception on eye diseases affect their lutein consuming behaviors. In addition, such consuming behaviors would be affected by some other demographic factors. Research design: This was a survey research with a structured questionnaire. 823 samples were taken from major distribution channels of nutritional supplements across Taiwan. Data were analyzed with statistical techniques such as independent t-test, one-way ANOVA, Pearson correlation, cross-tabulation with Χ2 testing, and regression analysis. Results: Factors affected conumser's lutein purchasing were brand (29.6%), pricing (27.7%), and recommendations from physicians or pharmacists (26.1%). The current study revealed that the variables of health belief model explained 27% of variance of lutein consumption behavior, among which the perceived benefit was the strongest predictor, followed by a negative effect of the perceived barrier of lutein supplement, and ended with the susceptibility and the severity. The current research provided evidence for the applicability of health belief model in the research of taking the lutein supplement to prevent eye diseases.