購買與使用健康食品行為之相關研究─以南投縣國小教師為例

A Relationship Study of Purchase and Use Behavior for Health Food - An Example of Nantou County Elementary School Teachers.

劉冠良(Kuan-Liang Liu)

指導教授 ： 林芷薐

中臺科技大學/管理學院/健康產業管理研究所/碩士(2011年)

摘要

本研究主要目的在於瞭解南投縣國小教師購買與使用健康食品之現況，探討內容包括：研究對象之背景因素、自覺健康狀態、健康食品營養知識、健康食品資訊管道對購買與使用健康食品行為之影響。本研究利用自填問卷方式來進行資料之收集。所得資料以T檢定、單因子變異數分析、皮爾森積差相關、複迴歸分析等統計方法進行分析，資料分析結果歸納如下：
一、研究對象之背景因素、購買及使用健康食品行為等現況。
二、研究對象之背景因素與其購買及使用健康食品行為有相關性。
三、研究對象之自覺健康狀況與購買及使用健康食品行為呈負相關。
四、研究對象身體保健狀況、健康食品營養知識、健康食品資訊管道影響與健康食品購買意願及產品認知程度呈正相關。
五、研究對象背景因素對購買及使用健康食品行為有預測力，身體保健狀況、健康食品營養知識、健康食品資訊管道影響等因素對購買意願、產品認知有預測力。
本研究結果可做為未來相關研究以及健康食品廠商或相關產業推行健康食品之參考。

關鍵字

購買及使用行為 ； 資訊管道 ； 國小教師 ； 健康食品

並列摘要

This study aims to investigate the health food product purchase and usage behavior for elementary school teachers in Nantou County. This research apply population statistics variables, self-perceived health status, nutrition knowledge of health food, and information receiving channel to exanimate the health food product purchase and use behavior. The data collection was used semi-
structured questionnaires and proceeding analysis by statistical software (PASW 18.0). The statistical analysis methods used in data analyzing includes t-Test, one-way analysis of variance (ANOVA), Pearson correlation and multiple regression analysis. The research results is summarized as follows:
1. Understanding the current states about background factors of subjects, self-perceived health status, nutrition knowledge of health food, and information channel of health food.
2. It showed a relation in the background of subjects to their health food purchase behaviors and usage.
3. It showed a negative relation in the subjects self-perceived health status to their health food purchase behaviors and usage.
4. It showed a positive relation in physical health status, the nutrition knowledge of health food of subjects and the effects of healthy food Information channels about to their willingness to buy healthy food and product awareness.
5. Background factors of subjects could predictive their health food purchase behaviors and usage, physical health status, health food nutrition, health food information channels could predictive their willingness to buy healthy food and product awareness.
These research results can be used by the health food manufacturers to develop a marketing plan to create competitive advantage.

並列關鍵字

Elementary School Teachers ； Health Food ； Purchase and Usage Behavior ； Information Channels

參考文獻

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徐莉蓁（2003）。國內大學生對健康食品的認知及使用行為之研究。高雄醫學大學行為科學研究所碩士班，未出版，高雄市。

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