科技大學學生健康自我效能與健康焦慮對網路健康食品購買意願之關聯研究

Abstract

摘要 本研究之目的為了解科技大學學生的健康焦慮，以及健康自我效能對於網路購買健康食品之行為意圖，並藉由計畫行為理論及健康焦慮、健康自我效能等相關文獻建構｢科技大學學生健康自我效能與健康焦慮對網路健康食品購買意願模式圖｣。 為驗證其模型，本研究利用｢科技大學學生健康焦慮程度對網路健康食品購買意願之研究問卷｣於網路上進行調查，得到之樣本數量為305份，並使用LISREL8.8套裝軟體進行結構方程模式(structural equation model)實證分析，得到之結果如下：｢健康自我效能對知能價值有顯著正相關｣、｢健康自我效能對情意價值有顯著正相關｣、｢健康自我效能對實用價值有顯著正相關｣、｢健康焦慮對知能價值有顯著正相關｣、｢健康焦慮對情意價值有顯著正相關｣、｢健康焦慮對實用價值有顯著正相關｣、｢知能價值對知覺行為控制有顯著正相關｣、｢知能價值對主觀規範有顯著正相關｣、｢情意價值對知覺行為控制有顯著正相關｣、｢情意價值對主觀規範有顯著正相關｣、｢實用價值對知覺行為控制有顯著正相關｣、｢實用價值對主觀規範有顯著正相關｣、｢知覺行為控制對行為態度有顯著正相關｣、｢主觀規範對行為態度有顯著正相關｣、｢行為態度對購買意圖有顯著正相關｣。 最後依據此模型及相關研究結果，提供政府機構加強宣導網路健康食品的資訊，以導正其購買行為意圖等，藉此減少社會成本的浪費；及建議教育單位主動積極將網路購買健康食品等相關議題列入必修課程，使學生能有身心健全的就學基礎；和家庭輔導中可藉由本研究之問卷發現孩子的健康焦慮程度，並利用模型架構逐步建立孩子的保健觀念。Abstract The main purpose of this study is to investigate how the behavior intention was affected by health anxiety and health self-efficacy. After document review about theory of planned behavior (TPB), health anxiety, and health self-efficacy, a structural equation model of health anxiety and health self-efficacy toward on-line shopping intention to domestic health food of technology university students has been made.

The researcher used “The relation between health anxiety and on-line shopping intention to domestic health food online questionnaires” as a research tool to prove this model. Find out about this study are as followed: 1. The health self-efficacy between perceive value, affective value, and utilitarian value show significant positive effect. 2. The health anxiety between perceive value, affective value, and utilitarian value show significant positive effect. 3. Perceive value, affective value, and utilitarian value both have significant positive effect to perceived behavioral control. 4. Perceive value, affective value, and utilitarian value both have significant positive effect to subjective norm. 5. Both perceived behavioral control and subjective norm have significant positive effect to attitude. 6. Attitude has significant positive effect to purchase intention.

According to the results, plenty of political guided suggestions have been made to the government by strengthening the guidance of internet purchasing to reform the correct purchase intentions of students. Secondly, on-ling shopping and domestic health food are warranted in school curriculum is to be recommend to ensure that the students are in a healthier moods physically and mentally. Finally, parents would easily aware children`s health anxiety level by adopting the questionnaires, and use the model above to establish their health self-efficacy.