應用健康信念模式於保健食品之消費行為分析

To study the consumption behaviors of health foods by applying the health belief model

10.29423/JSRR.202112_16(2).01

張炳華(Bin-Wha Chang)；吳佩容(Pei-Jung Wu)；張珽宇(Ting-Yu Chang)；馮兆康(Chao-Kang Feng)；龔建吉(Chien-Chi, Kung)

保健食品 ； 消費行為 ； 健康信念模式 ； 健康自我效能 ； Health food ； purchase behaviors ； health belief models ； health self-efficacies

運動與遊憩研究

16卷2期（2021 / 12 / 01）

1 - 10

繁體中文

目的：調查臺灣地區民眾之保健食品消費行為，並分析其行為意圖與自我效能對於購買行為之中介效應分析。方法：本研究主要調查對象為臺灣地區18～65歲之民眾，抽樣方式採縣市配額比例便利抽樣，問卷分為健康觀念、消費意圖、購買行為及人口學基本資料、健康信念模式與健康自我效能等構面。問卷發放方式採網路問卷，共回收780份，有效回收629份，有效回收率80.6%。結果：在人口學資料分析，受訪民眾以30－39歲（32.0%）、女性（59.6%）、北部地區（39.4%）最多，各構面之均值分別為健康態度構面（3.62±1.5）、消費意圖構面（3.57±1.5）、自我效能構面（3.56±1.5）。消費意圖與自我效能在健康信念對保健食品之消費行為，有顯著之中介影響（p＜.05）。此結果代表民眾之消費意圖或自我效能越好，其對於保健食品消費行為之影響越正向且達統計之顯著性（p＜.05）。結論：健康信念對於消費者之保健食品消費行為，具有顯著正向之影響，且消費行為意圖及自我效能在健康信念對保健食品的消費行為上，具有部分中介的效果。建議：如希望擴大保健食品之市場或消費行為，則要多加強民眾的預防保健觀念，或加強民眾之健康自我效能或消費行為意圖。

Objective: To study the health food consumption behavior of Taiwanese and the mediating effect of consumer intentions and their self-efficacy on purchase behaviors. Methods: The subjects of this study were aged from 18 to 65 in Taiwan. The sampling method was used by quota sampling. Regarding the questionnaire design, it was divided into health concepts, consumption intentions, purchasing behaviors and basic demographic data, health belief models (HBM), and health self-efficacies. An online survey was executed in this study. A total of 780 cases were collected, and 629 cases were effective. The effective rate was 80.6%. Results: In this analysis, the major respondents were 30-39 years old (32.0%), female (59.6%), and living in the northern region (39.4%). The description statistic, the average of each dimension was the health attitude dimension (3.62±1.5), the consumption intention dimension (3.57±1.5), and the self-efficacy dimension (3.56±1.5). Regarding the inferential statistical, the people's consumption intentions and the self-efficacies had a significant positive impaction for HBM on consumption behaviors (p＜.05), this result represented that was better in the people's consumption intention or self-efficacy, they would impact on health food consumption behaviors (p＜.05) with the more positive and statistically significant. Conclusions: According to the results of this study, the consumption behavior of health foods was significantly positive related to the health belief model, and the consumption behavior intentions and the self-efficacies they had the indirect mediating effect on HBM to consumption behaviors in health foods. Suggestions: If we hope to expand the market or the consumer behavior of health foods, which must strengthen the knowledge of health prevention or upgrade the health self-efficacy or the consumption behavior intention of people.

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