探討健康認知、生活型態、飲食行為對購買意願的影響－以健康餐為例

在現今社會變化快速的時代，人們經常性飲食不規律，常以「速食」代替「正餐」，長期不健康的飲食及不良的生活型態已成為影響健康的主因之一。近兩年，新冠肺炎疫情的突襲，使現代人逐漸重視健康生活，人們的飲食趨勢有了新常態，開始重視健康飲食，徑而逐漸提升健康認知，促使業者發現「健康生活」的商機，發掘出許多健康餐的新產品。因此，本研究旨在以健康餐為例探討健康認知、生活型態、飲食行為對購買意願之影響，本研究以台灣民眾為調查對象，隨機發放310份問卷，扣除3份無效問卷，因此本研究回收有效問卷為307份。本研究運用了層級迴歸之方式驗證出中介效果。研究結果為：（a）健康認知、生活型態、飲食行為對於購買意願之間具有顯著正向影響，（b）生活型態在健康認知與飲食行為之間具有部分中介的效果。

關鍵字

健康認知；生活型態；飲食行為；購買意願

並列摘要

People often eat irregularly in today's era of rapid social change. They always replace regular meals with fast food. A long-term unhealthy diet and poor lifestyle have become one of the main reasons affecting health. Because of COVID-19 in the past two years, people gradually attach importance to a healthy life. Therefore, the trend of people's diet has a new normal. They begin to pay attention to a healthy diet and gradually improve health awareness. It makes the industry find the business opportunities of healthy life and discover many new products of healthy meals. The study aims were to explore the Influence of Health Awareness, Lifestyle, and Dietary Behavior on Purchase Intention-A Case Study of Healthy Meal. The results are (a) the relations among the health awareness, lifestyle, dietary behavior to purchase intention are significant and positive effect, (b)lifestyle has a mediating effect between health awareness and purchase intention. The sample in this thesis was collected by sending 310 questionnaires to Taiwan citizen and 307 were valid. The study applied hierarchical regressions, which tested mediating effects.

並列關鍵字

Health Awareness ； Lifestyle ； Dietary Behavior ； Purchase Intention

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