探究健康意識與關注健康傾向如何影響行為意圖－－以新冠肺炎疫情期間為例

Investigating How Health Consciousness and Concerning Health Tendency Influence Behavioral Intention–A Case Study of COVID-19 Pandemic Period

過去研究發現人們對自身健康的關注日趨重視，尤其在新冠肺炎疫情期間，許多焦點著重在吃甚麼可以有效幫助對抗新冠肺炎，因此，本研究主要探究消費者健康意識與關注健康傾向在新冠肺炎期間是否會影響行為決策。本研究採用633 份有效問卷樣本，透過應用計 畫行為理論（theory of planned behavior），以結構方程模型（structural equation modeling）分析臺灣消費者購買茶葉與茶包的行為意圖，在計畫行為理論既有潛在變量外，另加入「健康意識」與「新冠疫情期間關注健康傾向」變量，以探究新增變量對行為意圖之關聯性。研究結果發現態度、主觀規範與知覺行為控制對行為意圖有顯著的正向影響，而在新增變量中，健康意識會顯著且正向影響態度與新冠疫情期間關注健康傾向；新冠疫情期間關注健康傾向對行為意圖則有顯著的直接負向影響，對態度變量則有顯著且正向影響，並且若新冠疫情期間關注健康傾向透過態度則對行為意圖有顯著的間接正向影響，顯示在新冠肺炎疫情不確定影響情形下，茶葉茶包之行銷策略應強化消費者之飲茶態度，則可潛在增加消費者之買茶與喝茶行為意圖，因此面對未來反反覆覆的新冠疫情不確定性，本研究有助業者更加了解消費者行為意圖，有待業者採用更多元的販售模式，以增強新冠疫情期間的銷售情形。

Since the start of the COVID-19 pandemic, many people have become concerned with which foods and drinks can protect against COVID-19. This study investigated whether consumers’ health consciousness and health consciousness tendencies affect their behavioral intention during the COVID-19 pandemic. In this study, 633 valid sampleswere obtained, and the theory of planned behavior (TPB) and structural equation modeling were used to analyze consumers’ intention to buy tea leaves and tea bags in Taiwan. The correlations of this intention with the new latent variables (health consciousness [HC] and health consciousness tendency [HCT]) during the COVID-19 pandemic and with the original latent variables in the TPB framework were explored. The results revealed that attitude, subjective norms, and perceived behavioral control significantly and positively affected behavioral intention. Regarding the new latent variables, HC exerted a significant positive effect on attitude and HCT[, and HCT exerted a significant negative effect on behavioral intention but a significant positive effect on attitude. In addition, HCT was determined to exert an indirect significant positive effect on behavioral intention through attitude. This indicates that the marketing strategies for tea leaves and tea bags should focus on improving consumer attitudes toward drinking tea. This could potentially increase consumers’ intention to buy and drink tea during the COVID-19 pandemic. The results of this study may help tea sellers and marketers better understand trends in consumers’ behavioral intention and develop more effective marketing strategies to increase tea sales during the COVID-19 pandemic.