摘 要 由於目前市面上的保健食品種類相當地繁多,處處可見各類型對產品效果過於誇大的宣傳,倘若消費者對保健食品的相關專業知識不足,或者買到的保健食品一旦品質出現問題,不僅可能對人體健康造成傷害。所以消費者對購買保健食品行為模式是值得探討的。 健康信念模式由Hochbaum、Kegeles、Rosenstock、Becker等社會心理學家長期研究後所提出,其主要在預測個人是否會採取某特定健康行為的可能程度。本研究以健康信念模型探討消費者購買保健食品的行為的影響。 本研究以問卷調查進行研究,有效問卷為255份,有效問卷回收率87.90%。其研究成果如下: 一、消費者對於保健食品其健康信念模式各變數之認知現況 以行動線索平均值最高,而產品知識之平均值最低。但普遍對產品知識之認知程度最低,顯示消費者對於保健食品的認知仍然是有待加強之空間。 二、消費者人口統計變數對於保健食品其健康信念模式各變數之差異情形 年齡在行為評價、品牌選擇構面,婚姻狀況在品牌選擇、產品知識,購買保健食品的類別在品牌選擇,每月購買保健食品頻率在購買意願、產品知識,每月購買保健食品金額以購買意願、品牌選擇、產品知識等構面呈顯著。其餘構面均未呈顯著差異影響。 三、消費者對於保健食品其認知的健康信念模式對於消費者行為的影響程度。 1.威脅性認知不會顯著影響消費者購買保健食品的購買意願。 2.行動線索會正向影響顯著影響消費者購買保健食品的購買意願。 3.行為評價不會顯著影響消費者購買保健食品的購買意願。 4.消費者購買保健食品的購買意願會正向影響消費者購買保健食品的品牌選擇。 5.消費者購買保健食品的產品知識會影響購買保健食品的品牌選擇。 關鍵字:健康信念模式、保健食品、購買意願、產品知識、品牌選擇。
Abstract There is variety of health food in the market now, is promotional exaggerate the effect of products, if the consumers is lack of relevant health food expertise, or buy food occurs the quality of health problems, it may damage for people health. The consumers purchase behavior of Health food is worth exploring The Health Belief Model have raised by public health scholars in early 1950s, people do not participate in was the main explanation provided by government agencies with low fees or even toll-free Independent prevention or detection of diseases of the reasons for project, Hochbaum, Kegeles, Rosenstock, Becker the social psychologists developing the revised long-term research (Rosenstock, 1974)。This study is to explore the health belief model, health food products for consumers to buy whether it affect the behavior. This study using questionnaire survey research, there is 255 valid questionnaires; the effective response rate is 87.90%. The results are as follows: 1. The status of each variable in health food consumers for health belief model The highest average is “cues to action ", and the lowest average is “product knowledge”. But generally “product knowledge” shows the lower average level, means consumer awareness of health food is still needs to be improved. 2. Demographic variables of consumers of health food for the Health Belief Model differences of each variable The “age” in behavior evaluation and brand choice dimensions, “marital status“in brand selection, product knowledge, “buying health food category“ in brand choice, “purchase of health food frequency per month“ in purchase intentions, product knowledge, “the monthly amount to purchase“ in purchase intention of health food , brand selection, product knowledge, all show the significant difference. The remaining dimensions showed no significant difference. 3. The health food consumers of health belief model for the impact of consumer behavior (1) The “perceived threat " of Health Belief Model is not positively influence consumers to buy health food "purchase intention" (2) The " cues to action " of Health Belief Model is positively influence consumers to buy health food "purchase intention" (3) The "Behavior Assessment” is not influence consumers to buy health food "purchase intention" (4) Consumers to buy health food "purchase intention" a positive impact on consumers to buy health food “brand choice” (5) Consumers to buy health food "product knowledge" will affect the consumers to buy health food “brand choice" Keywords: Health Belief Model, health food, purchase intention, product knowledge, brand choice
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