Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/96425
標題: 台中市大學生對於養顏美容食品購買意圖之影響因素研究-以新鮮蔬果和膳食補充品為例
The influential factors of purchase intention toward beauty-oriented foods among university students in Taichung-An illustration of fresh vegetables/fruits and dietary supplements
作者: 林珮真
Pei-Chen Lin
關鍵字: 生活型態;計畫行為理論;養顏美容;膳食補充品;新鮮蔬果;lifestyle;theory of planned behavior;beauty-oriented foods;dietary supplements;fresh fruits and vegetables
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摘要: 
在現今社會中追求美麗形成一股風潮,而可以保持容貌的美容功能產品除了化妝品外,透過飲食也是可以達到良好的養顏美容效果。在人類發展過程中,青少年時期相對於其他時期更重視自己的外貌,本研究以台中市大學生為對象,了解大學生之生活型態,以及行為態度、主觀規範和感知行為控制,是否會影響具有養顏美容成份的膳食補充品與新鮮蔬果之購買意圖,藉此以更全面性瞭解大學生購買具有養顏美容食品之因素。

本研究使用問卷調查法,對台中四所大專院校的大學生進行調查,共計獲得604份有效問卷,其分析結果如下:

一、經由因素分析後,將生活型態變項萃取出6個因素,分別為「精打細算」、「媒體影響」、「耐心缺乏」、「謹慎需求」、「休閒樂活」、「追求新奇」。
二、在具有養顏美容成份新鮮蔬果方面,在所有生活型態之因素當中以「精打細算」及「耐心缺乏」得分最高之大學生,和「行為態度」、「主觀規範」、「感知行為控制」,皆顯著影響購買意圖。
三、在具有養顏美容成份膳食補充品部份,在所有生活型態之因素當中以「耐心缺乏」及「休閒樂活」得分最高之大學生,和「行為態度」、「主觀規範」皆顯著影響購買意圖。

The pursuit of beauty is getting popular for modern people, not only applying to cosmetics but also to diet to maintain their appearance. In the process of human development, the adolescent pay much more attention to appearance than those of other periods. Therefore, this study took the university students of Taichung city as the target to examine the effects of lifestyle patterns, behavioral attitudes, subjective norms and perceived behavior control on purchase intention of beauty-oriented foods with respect to dietary supplements and fresh fruits and vegetables.

To obtain empirical data, a questionnaire survey was conducted to investigate 604 university students across four universities of Taichung City. The main analysis results are as follows:
First, factor analysis was employed to extract 6 dimensions of lifestyle. The 6 dimensions were named respectively 'pinch pennies' , 'media manipulation', 'lack of patience' , 'deliberate practices' , 'LOHAS leisure' , and 'novelty pursuit'.
Second, in terms of the influential factors of fresh fruits and vegetables of beauty-oriented food, it is found that 'pinch pennies' and 'lack of patience' lifestyles, behavioral attitudes, subjective norms and perceived behavior control significantly affect respondents' purchase intention.
Third, regarding the influential factors of dietary supplement of beauty-oriented food, 'lack of patience' , 'LOHAS leisure' lifestyles, behavioral attitudes, subjective norms were found to affect university students' purchase intention.
URI: http://hdl.handle.net/11455/96425
Rights: 同意授權瀏覽/列印電子全文服務,2020-07-26起公開。
Appears in Collections:生物產業管理學系

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