以計畫行為理論觀點探討人格特質與功能性食品消費行為在COVID-19疫情之下之相關研究

COVID-19（新型冠狀病毒傳染性疾病）蔓延至全世界，自2019年12月爆發疫情以來，全球確診病例與高死亡率使人們身心飽受巨大壓力，隨著疫情影響，同時活絡了功能性食品的消費市場，反應出消費者選擇健康相關產品（例如：功能性食品）的趨勢日益提升，然而很少研究探討關於流行傳染性疾病之下，購買功能性食品的消費族群及其購買動機，為探究此問題，本研究基於計畫行為理論，探討人格特質、健康焦慮、網路口碑與功能性食品消費行為之相關。本研究共回收問卷215份，刪除11份無效問卷，有效問卷共為204份，透過驗證性因素分析刪除不具鑑別度的問項，並對問卷進行信效度檢驗，運用結構方程模型 (SEM) 驗證其研究假設，研究結果顯示神經質人格特質對健康焦慮有正向預測力，外向性人格特質對健康焦慮則顯示無相關，健康焦慮對網路口碑與知覺難以控制具有正向預測力，此外於疫情爆發之下，網路口碑與知覺難以控制對於持續購買行為皆有正向預測力，本研究結論表示，企業須擴大功能性食品的市場範圍，銷售業者應善加運用網路口碑行銷，瞄準高度健康焦慮的消費族群。

關鍵字

COVID-19 ；人格特質；健康焦慮；網路口碑；知覺行為難以控制；持續購買行為

並列摘要

The current coronavirus COVID-19 pandemic is causing considerable psychological and physical stress and high morbidity and mortality rates worldwide since its outbreak in December 2019. Following the outbreak of COVID-19, the booming market of functional foods indicates the increasing trend of consumers choosing healthy related products, such as, functional foods. However, who and why will purchase more function foods under the pandemic is seldom studied. To understand this issue, this study explored the relation among personality traits, health anxiety, electronic word-of-mouth and consuming behavior of functional foods, based on the theory of planned behavior. In this study, a total of 215 questionnaires had been distributed, and 204 valid were returned after deleting 11 invalid questionnaires, and subjected to the test of reliability and validity of questionnaire constructs after the deleting the unuseful items by first-order confirmatory factor analysis. By applying structural equation model (SEM) to verify the hypothesis, the research revealed that Neuroticism can positively predict health anxiety; but Extraversion cannot. Health anxiety can positively predict electronic word-of-mouth (eWOM) and perceived behavioral uncontrol. Moreover, eWOM and perceived behavioral uncontrol can positively predict continuous purchasing functional foods under the outbreak of COVID-19. The implication of this research suggested that to increase the market of functional foods, the sales men should use the eWOM to target those consumers with high level of health anxiety.