一般民眾使用膳食補給品之行爲意圖研究

The Study of Behavioral Intention for Using Dietary Supplements

10.6970/JTUTART.200910.0133

池文海(Wen-Hai Chih)；黃庭鍾(Tin-Chung Huang)；張智銘(Chi-Ming Chang)

膳食補給品 ； 計畫行爲理論 ； 行爲意圖 ； Dietary Supplement ； Theory of Planned Behavior ； Behavioral Intention

臺南科大學報（生活藝術）

28期（2009 / 10 / 01）

133 - 153

繁體中文

本研究係奠基於Ajzen (1991)所提出的計畫行爲理論(Theory of Panned Behavior; TPB)，以行爲態度、主觀規範、知覺行爲控制、行爲意圖，以及過去行爲因素，共五個構面進行探討民眾在使用膳食補給品行爲意圖相關因素。本研究問卷共分七部份，分別爲行爲態度、主觀規範、知覺行爲控制、過去行爲、知覺壓力、使用行爲及基本資料，經由調查451位民眾，運用敘述統計、信效度分析、相關分析及結構方程模式分析進行探討，主要研究結論如下：(1)驗證行爲態度、行爲信念和結果評價；主觀規範、規範信念和順從動機，以及知覺行爲控制、控制信念及知覺強度，各變數關係間均有顯著正向關係；(2)驗證行爲態度、主觀規範、過去行爲對行爲意圖均達顯著正向影響；(3)驗證行為意圖、過去行爲對使用行為均達顯著正向影響。

The purpose of this study was to explain behavioral intention to use dietary supplement using the theory of planned behavior (TPB). The factors examined were attitude toward the behavior, subjective norm, perceived behavioral control, behavioral intention, past behavior. The research surveyed a sample of 451 people and analyzes using structural equation models and correlation analysis. The results were as follows: (1) Correlation analysis revealed that attitude toward the behavior was significantly positively correlated to behavioral belief and outcome evaluation; subjective norm is significantly positively correlated to normative belief and motivation to comply, and perceived behavioral control was also significantly positively correlated to control belief and perceived power. (2) Structural equation modeling showed that attitude toward the behavior, subjective norm, and past behavior had positive significant effect on behavioral intention. (3) Behavioral intention, and past behavior had positive significant effect on the behavior.