- 期刊
應用計畫行為理論探討民眾購買保健食品之意圖分析
To Study the Purchase Intention of Healthy Foods by the Theory of Planned Behavior
摘要
目的：以計畫行為理論探討民眾購買保健食品之意圖與購買行為，並分別探討健康價值觀、社會主觀規範與知覺行為控制對購買意圖及購買行為之影響。材料與方法：研究對象為18至65歲民眾，採網路便利抽樣，利用網路問卷於社交平台發放，發放時間為110年5月至8月，有效回收樣本數為775份。回收樣本經地區加權後之分佈為北區353份（47.4%）、中區191份（25.7%）與南區231份（29.8%），總抽樣率為0.41%。問卷有人口學資料7題、健康價值11題、社會主觀規範7題、知覺行為控制4題、購買意圖7題與購買行為11題，量表總信度Cronbach 𝛼為0.75。結果與討論：回收樣本女性有460位（59.3%）、18至24歲有422位（54.5%）、專科／大學有616位（79.5%）、北部有353位（45.6%）與月均收3萬以下有420位（54.2%）。分析健康價值觀、知覺行為控制、社會主觀規範與購買意圖之構面平均值（標準差）分別為3.77±0.87、3.65±0.88、3.09±0.99與3.68±0.90。受訪者最愛購買之保健品為補充營養與抗疲勞類保健食品，分別占比49.8%與37.1%。在購買意圖預測上，受訪者購買意圖會同時受健康價值、知覺行為控制與社會主觀規範三者之影響，三者可顯著預測受訪者購買意圖（p<.05）。而受訪者購買意圖在知覺行為控制於保健食品之購買行為上，具有完全中介作用。建議：針對18至24歲族群，加強其自我健康價值，了解預防勝於治療，因為良好的身體健康就要從年輕開始。
並列摘要
Purposes: To study the purchase intentions of healthy food of people by the theory of planned behavior, and to explore the influences of health values, social subjective norms, and perceived behavioral control on purchase intentions and behaviors. Materials and Methods: The subjects were people aged 18 to 65. The online convenience sampling was conducted, and online questionnaires were used to distribute them on social platforms. The distribution by region weighting was 353 (47.4%) in the northern region, 191 (25.7%) in the central region, and 231 (29.8%) in the southern region, with a total sampling rate of 0.41%%. The questionnaire includes 7 questions on demographic data, 11 questions on health value, 7 questions on the social subjective norm, 4 questions on perceived behavioral control, 7 questions on purchase intention, and 11 questions on purchasing behavior. The total reliability of the scale is Cronbach 𝛼 0.75. Results and Discussion: There were 460 (59.3%) females, 422 (54.5%) from 18 to 24 years old, 616 (79.5%) from junior college/university, 353 (45.6%) from the north and average monthly income there were 420 (54.2%) below NTD 30,000. The mean (standard deviation) of the dimensions of health values, perceived behavioral control, social subjective norm and purchase intention were 3.77±0.87, 3.65±0.88, 3.09±0.99, and 3.68±0.90, respectively. The most popular health products purchased by respondents are nutritional supplements and anti-fatigue health food, accounting for 49.8% and 37.1% respectively. In the prediction of purchase intention, the purchase intention of respondents will be affected by health value, perceived behavioral control, and social subjective norms at the same time, and the three can significantly predict the purchase intention of respondents (p<.05). The respondents' purchase intention had a complete mediating effect on the perceived behavior control over the purchase behavior of healthy food. Suggestions: For the 18 to 24-year-old group, strengthen their self-health values and understand that prevention is better than cure, because good physical health starts at a young age.