影響消費者購買生技保健食品之因素探討

The Study of the Factors Affecting Consumer Purchasing Behavior on Bio-tech Health Food

10.29916/JMPP.201203.0006

黃翠瑛(Tsui-Ying Huang)；黃琇屏(Siou-Ping Huang)；陳霖瑩(Ling-Ying Chen)；陳泓均(Hong-Chun Chen)

計畫行為理論 ； 健康信念模型 ； 購買行為 ； 結構方程模式 ； Theory of Planned Behavior (TPB) ； Health Belief Model (HBM) ； Purchase Behavior ； Structural Equation Modeling

管理實務與理論研究

6卷1期（2012 / 03 / 01）

99 - 121

繁體中文

現今老化社會的趨勢、消費者追求健康生活的意識升起，導致消費者除了求助傳統醫療保健系統外，也會購買實體之保健食品來維持健康，呈現企業者的一大商機，然而，消費者對於生技保健產品的購買行為影響因素仍有待釐清驗證，因此，本研究融合健康信念理論與計畫行為理論對生技保健食品提供一個整合性的模型去預測消費者的購買行為，並運用結構方程模式去驗證其假設。樣本共發出350份問卷，回收258份有效問卷，其研究對象為臺灣地區曾購買過生技保健食品的消費者，研究結果發現健康信念模型中的行為評價對購買意圖有正向的效果影響，威脅性認知則需透過行為評價與主觀規範這兩個中介變數來對購買意圖產生影響。

As the trend of an aging society and rising of consumer's awareness of healthy life, causing consumers not only turn to traditional medical system, but purchasing health food to maintain healthy, meanwhile, showing the business opportunities of the industry. However, the factors affecting consumer purchasing behavior on bio-tech health food are still need to be verified. This study provides an integrated model formed by ”Health Belief Model, HBM” and ”Theory of Planned Behavior, TPB” to bio -tech health food and it can predict consumer buying behavior. Of the 350 questionnaires sent, we collect 258 responses which have ever purchase bio -tech health food in Taiwan which provided enough information to be usable. Then, we use structural equation modeling (SEM) in this study, and the finding shows that the behavioral evaluation of the HBM, have positive effect on purchase intention, and the threat perception of the HBM will influence purchase intention through mediating variables named the behavioral evaluation and the subjective norm of the TPB.

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