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博碩士論文 etd-1126116-215740 詳細資訊
Title page for etd-1126116-215740
Different impact of Health Consciousness and Nutraceuticals on Purchase Intention in health care professional
Year, semester
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Advisory Committee
Date of Exam
Date of Submission
Health care professional, Nutraceuticals, Health consciousness, Involvement, Information searching, Purchase intention.
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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.
目次 Table of Contents
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
附 錄+72
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