應用健康信念模式探討在嚴重特殊型傳染性疾病下民眾口罩購買行為之研究

A study of applying health belief model to the purchasing behavior of masks under the specific pandemic disease.

宋楨堯(Chen-Yao Sung)

指導教授 ： 蕭宏金 ； 劉鴻陞

義守大學/管理學院/公共政策與管理學系/碩士(2021年)

摘要

新冠疫情讓台灣民眾回想起過去SARS 的病毒恐慌，這是自2003年SARS發生以來，又一起造成嚴重社會惶恐的傳染病。新冠疫情在2019年底發跡，於華人新年期間爆發，台灣民眾每天透過各種媒體管道接收到許多疫情訊息，例如電視新聞、社群媒體、網路論壇等，政府與媒體每天都提供疫情即時訊息，讓民眾可以得到最新的疫情數據資料，如國內確診病例、各國確診病例、各國死亡人數等。隨著全球疫情擴散，病例也飛快飆升，社會大眾開始感到不安及害怕。
本研究問卷發放採便利抽樣方式，針對一般社會大眾，發出500份問卷，回收有效問卷358份。
研究結果：1.自覺罹患性對個人預防購買行為成顯著正向影響的假設成立。2.自覺嚴重性對個人預防購買行為成顯著正向影響的假設成立。3.行動線索對個人預防購買行為成顯著正向影響的假設成立。4.整體健康動機對個人預防購買行為成顯著正向影響的假設不成立。5.環境友善安全與自我行為責任對個人預防購買行為成顯著正向影響的假設成立。6.社會人口學變項對個人預防購買行為有顯著差異影響的假設部分成立。
期望此模式可用來做為了解民眾對疾病感受，決定該如何尋求健康照護服務的工具。

關鍵字

健康信念模式 ； 新冠疫情 ； 防疫行為 ； 購買行為

並列摘要

The COVID-19 reminds the people of Taiwan of the SARS virus panic in the past. This is another infectious disease that has caused serious social panic since the outbreak of SARS in 2003. COVID-19 broke out at the end of 2019 and got worse during the Chinese New Year. Taiwanese people receive a lot of information about the epidemic through various media channels, such as TV news, social media, and online forums. The government and the media provide instant information about the epidemic every day. The public can get the latest epidemic data, such as domestic confirmed cases, confirmed cases in other countries, and death tolls in the world. With the global spread of the pandemic and the rapid increase in cases, the public began to feel uneasy and afraid.
The questionnaires of this study were distributed in a convenient sampling method. 500 questionnaires were sent out to the public, and 358 valid questionnaires were returned.
Research results: 1. The hypothesis that conscious susceptibility has a significant positive impact on personal preventive purchase behavior is established. 2. The hypothesis that the conscious severity has a significant positive effect on the individual's preventive purchase behavior is established. 3. The hypothesis that the action cues have a significant positive influence on the individual's preventive purchase behavior is established. 4. The hypothesis that holistic health motivation has a significant positive influence on personal preventive purchase behavior does not hold. 5. The hypothesis that environment-friendly safety and self-behavior responsibility have a significant positive impact on individuals' preventive purchase behavior is established. 6. The hypothesis that sociodemographic variables have significant differences in personal preventive purchase behavior is partially established.
Looking forward to that this model can be used as a tool to understand people's feelings about disease and decide how to seek health care services.

並列關鍵字

health belief model ； COVID-19 ； epidemic prevention behavior ； purchasing behavior

參考文獻

中文文獻

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