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姓名 邱筱筑(Hsiao-chu Chiu) 電子郵件信箱 E-mail 資料不公開
畢業系所 企業管理學系研究所(Business Management)
畢業學位 碩士(Master) 畢業時期 105學年第1學期
論文名稱(中) 醫療專業背景在健康意識與保健食品涉入對購買意圖的影響
論文名稱(英) Different impact of Health Consciousness and Nutraceuticals on Purchase Intention in health care professional
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    摘要(中) 許多針對使用保健食品族群的調查研究顯示,性別、年齡、教育程度、社經地位等因素對購買保健食品的意圖有很大的影響。本研究基於現有的研究結果,欲從使用者的動機開始,探討使用保健食品者是否因為健康意識而使用保健食品以達到保持健康的意念,抑或因對保健食品的了解,而認同該食品的功能價值才使用。
    本研究使用調查研究法,共分析326位受訪者,包含175位具備醫療專業背景的人士以及151位ㄧ般民眾,探討可能影響其購買保健食品意圖的因素。研究結果顯示:(1)健康意識與對保健食品涉入程度越高,使用者對保健食品相關資訊的蒐集行為程度越高。(2)對保健食品的資訊搜尋行為程度越高,購買保健食品的意圖也越高,但是對不具醫療專業背景的一般消費者而言,健康意識透過搜尋行為的提升會增加購買意圖;保健食品涉入程度透過資訊收尋行為的提升,不論是否具備醫療專業背景皆會影響購買意圖。(3)具備醫療專業背景者,其健康意識對保健食品涉入程度有正向影響,且涉入程度的提昇會進一步增加其對保健食品資訊搜尋的行為。
    本研究發現健康意識與保健食品涉入的程度影響消費者的行為,建議若想透過衛生教育模式喚起大眾健康意識以推廣產品,需先了解消費者的涉入程度,提供符合不同涉入者需求的資訊,方可達到成功行銷的目的。
    摘要(英) Previous researches have indicated that consumers’ gender, age, education level and socioeconomic status might affect the behaviors of purchasing Nutraceuticals. Based on these findings, this study was trying to investigating the relationship between health consciousness, involvement of Nutraceuticals, information searching and the purchasing behavior of consumers. Furthermore, researcher attempted to find the mechanism of the intention to purchase Nutraceuticals.
    The sample of this research consisted 326 respondents which included 175 health care professionals and 151 normal consumers. Results showed that health consciousness and involvement of Nutraceuticals will positively impact the behavior of information searching. Furthermore, the behavior of information searching will finally increase the intention of purchasing Nutraceuticals. Besides, more involvements of Nutraceuticals will raise the intention of purchasing Nutraceuticals in both groups. But health consciousness will ineffective in normal group. For health care professionals, the higher level of health consciousness will improve the status of involvement of Nutraceuticals, and lead to more information searching behavior due to more involvements of Nutraceuticals.
    Due to the difference outcomes of purchasing behavior results in health consciousness and involvement of Nutraceuticals, we suggested that if providers plan to promote their products through health education, understanding the various level of involvement is necessary. Besides, consumers’ background is also important.
    關鍵字(中)
  • 醫療專業知識
  • 保健食品
  • 健康意識
  • 涉入程度
  • 資訊搜尋行為
  • 購買意圖
  • 關鍵字(英)
  • Health care professional
  • Nutraceuticals
  • Health consciousness
  • Involvement
  • Information searching
  • Purchase intention.
  • 論文目次 摘 要 ii
    Abstract iii
    目 錄 ii
    圖 次 vi
    表 次 vii
    附 錄 ix
    第一章 緒論 +1
    第一節 研究背景動機+1
    第二節 研究問題與目的+3
    第二章 文獻探討+4
    第一節 健康意識(Health Consciousness)+4
    第二節 保健食品(Nutraceuticals)+6
    第三節 涉入理論(Involvement)+8
    第四節 健康意識、涉入理論對保健食品購買決策的影響+10
    第三章 理論架構與假說+12
    第一節 研究架構+12
    第四章 研究方法+17
    第一節 樣本與抽樣方法+17
    第二節 問卷設計+18
    第三節 效度分析+22
    第四節 統計方法+24
    第五章 研究結果+27
    第一節 樣本量表分析+27
    第二節 因素分析與信度分析+30
    第三節 量表相關性+33
    第四節 迴歸分析+35
    一、 健康意識與保健食品涉入對保健食品資訊搜尋間的影響+35
    二、 健康意識與保健食品涉入程度間的影響+43
    三、 保健食品態度與購買意識的影響+49
    第六章 結論與建議+56
    第一節 討論+56
    第二節 結論+61
    第三節 研究限制與未來建議+61
    參考文獻+63
    附 錄+72
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    口試委員
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  • 李英俊 - 委員
  • 葉淑娟 - 指導教授
  • 口試日期 2016-12-22 繳交日期 2016-12-26

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