Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/90372
標題: A study of the influence of the perceived stress on the healthy food's purchasing intentions
以健康信念模式探討知覺壓力對健康食品購買意圖的影響
作者: 李岳倫
Yueh-Luen Li
關鍵字: 健康食品;壓力;健康信念模式;Healthy Food;Stress;Health Belief Model
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摘要: 
The purpose was to research the the influence of the perceived stress on the healthy food's purchasing intentions and using health belief model(HBM) as main structure.
Convenience sampling was used in this study. And the respondents were who ever bought healthy food. After collecting the questionnaires,the study used structural equation modeling (SEM) to analyst the data.
The finding showed that the perceived benefit of action and the perceived barriers of action will influence the consummer's intentions of buying healthy foods continuely and also the stress and the perceived susceptibility will influence the consummers' intentions of buying
healthy foods continuely.
In past years, there are few studies to research the influence of the perceived stress on the healthy food's purchasing intentions, so it could be seen as the academic contribution. And for management, the finding could be used to develop marketing strategies for the food companies.

本研究係以健康信念模式作為研究架構,並選擇健康食品作為研究場域,研究目的是藉由健康信念模式探討社會大眾的知覺壓力,會如何影響社會大眾的個人認知,再影響其持續購買健康食品的意圖。在問卷蒐集上,本研究採用便利性抽樣方法,針對曾食用健康食品之消費者進行訪談,並以 SEM 進行問卷結果分析。
研究結果發現,自覺行動利益及自覺行動障礙,會影響持續購買健康食品;且知覺壓力及自覺罹患性也會影響持續購買健康食品。
在學術貢獻上,過去未曾有學者探討過知覺壓力與持續購買健康食品間的關係;在管理意涵上,由於知覺壓力會影響自覺罹患性,再影響持續購買健康食品,本研究結果,可提供食品廠商做為發展行銷溝通策略之依據。
URI: http://hdl.handle.net/11455/90372
其他識別: U0005-3006201509124400
Rights: 同意授權瀏覽/列印電子全文服務,2015-07-16起公開。
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