- 期刊
輔酶Q10保健食品消費者行為調查研究：雙因子計畫行為理論
Shopping Patterns and Intentions of Taking Coenzyme Q10 as a Measure of Health Promotion: A Two-Factor Theory of Planned Behavior Perspective
摘要
CoQ10是相當好的抗氧化劑，對人體健康有全方位的助益，早經科學證實。我國心血管疾病所致的死亡個案與比例居高不下，若能強化國人對於CoQ10之認識，持續補充CoQ10，配合健康飲食與運動，當可有效緩和心血管疾病與併發症發生。本研究以二因子計畫行為理論(TPB)為基礎，試圖藉由調查消費者對Q10消費行為之態度、主觀規範及自覺行為控制，瞭解影響消費Q10行為意圖之作用。本研究為橫斷式研究，全台收集810份有效問卷，運用SPSS 22.0軟體，以描述性統計、t檢定、單因子變異數分析、皮爾遜相關、迴歸分析等方法，檢驗各研究構面間的關係及迴歸模型的解釋力。研究結果顯示，人口變數除性別以外，對Q10行為意圖模型之構面都有差異化影響。計畫行為理論之各自變數可以解釋39%的行為意圖變異量 (R^2=0.39)，其中以專屬自覺控制能力(β=0.34)、通用自覺控制能力(β =0.18)、工具性態度(β =0.14)是最有影響力的前三個重要變數。實務上，本研究建議業者應設定目標顧客群，施以Q10之知識教育，累積潛在顧客之信任與對Q10之知識，提升其專屬自覺控制能力；學術上，本研究建議依循本研究之二因子計畫行為理論繼續於保健食品消費行為之研究。
並列摘要
Coenzyme Q10 had been widely accepted by scientific literature as an excellent antioxidant for overall health of human body. Since the death cases caused by cardiovascular diseases in Taiwan remained high, an effort in promoting the national's perception on Q10 and consequently continuous intake Q10 in a sufficient manner, along with habitual exercises and healthy diet, will be helpful in ease the captioned cardiovascular-related diseases. Based on the two-factor Theory of Planned Behavior TPB)﹐this research explored into the consumers' attitudes, subjective norms, and perceived behavioral control to understand how these independent variables affect the behavior intention of taking Q10 for health care and health promotion. The current study was a cross-section study, gathered 810 valid responses from entire Taiwan. With the help of SPSS 20.0, this study employed several statistical analyses, such as descriptive analysis, t-test, one-way ANOVA, Pearson correlation, and multiple regressions to reveal the facts of the data. The test results indicated that demographic factors generally had effects in differentiating the variables in the study, except the gender factor. Independent variables in the study jointly explained 39% (R^2=0.39) of behavioral intention of taking Q10, among which the specific perceived behavioral control (β =0.34), general perceived behavioral control (β =0.18), and instrumental attitude (β =0.14) were the top three predictors of Q10 behavior intentions. The study concluded that perceived behavioral control remained the major predictor for the intention of consumers' Q10 taking behavior. The research suggested the industry shall organize certain forms of education program to create or upgrade the target customer's knowledge on Q10 and trust on the pharmacy or pharmacist, and to enforce their levels of specific perceived behavioral control. In the academic side, the research also suggested the academic to conduct extra reaches on healthy food or dietary supplements on the basis of two-factor TPB as this research had done.