健康涉入、健康消費意圖與健康消費行為之關係研究－－以臺南地區為例

The Relationship between Health Involvement, Consumer Intention, and Consumer Behavior for Better Health: An Empirical Study in Tainan

隨著地球環境的變遷與現代人的飲食習慣，引發各類疾病，促使現代人開始追求健康。鑑於國內公衛體系對於健康行為的研究，多採用健康信念模式、健康概念等來預測健康行為。反之在商業領域則習於採用涉入、態度或行為意圖等來預測行為。「意圖」經常是「行為」的前置變數 (Sheeran，2002)；涉入則常用於廣告研究中，來促進聽眾的購買意圖 (Zaichkowsky，1994)；因此本研究將上述兩個概念應用於健康消費議題上。以台南地區民眾為對象，實證數據經過結構方程模式驗證結果顯示，健康消費意圖在健康涉入及健康消費行為之間扮演完全中介角色；健康涉入可以解釋健康消費意圖的18%變異量；健康消費意圖可以解釋健康消費行為的60%變異量。潛在目標客戶族群可鎖定在30 歲以上的「公司職員及主管」，且收入越高越好。

Global environmental changes and dining habits of people in contemporary society has caused numerous diseases, urging modern people to start pursuing their own way to better health. In the area of public health, the “Health Belief Model” and “Health Concept” are popular ways in predicting health behavior. But, in the area of commerce, “involvement”, “attitude” and “intention” are more popular in predicting behavior. According to Sheeran (2002), ‘..intention is the antecedent of behavior’. Involvement is used in advertising research to enhance the purchasing intention (Zaichkowsky, 1994). This study therefore includes involvement and consumer intention in consuming issues for health. Empirically tested for the consumers in Tainan, the results of structural equation modeling have shown that consumer intention plays the role of mediator between health involvement and consumer behavior. Health involvement explained 18% of variance for consumer intention for health while consumer intention for health explained 60% of variance for consumer behavior for health. The potential target customers could be managers or staff in a higher income bracket, working for private companies in the over 30 age group.