科技產品日新月異，各式各樣的科技產品為人類生活帶來了許多的便利及娛樂，但也因此引發了諸多危害身體健康的潛在危機，眼睛長期緊盯著螢幕，暴露在過多的藍光之下，造成視力度數的增加及眼球黃斑部病變與視網膜的傷害，因此，消費者會選擇購買保健食品來補充視力之保健，而視力保健食品中以「葉黃素」類為最多，因此，購買「葉黃素」複方產品來增加視力保健為消費者之首選。 基隆市近年來推動數位教學，基隆市國小教師無論是教學當中、教學前之備課，甚至是教師兼行政人員需長期緊盯著電腦螢幕，將可能導致其視力之危害，因此國小教師選購「葉黃素」複方產品作為視力保健之行為將值得深入探討。本研究將藉由Ajzen(1985)提出之計畫行為理論(Theory of Planned Behavior, TPB)進行分析，並以基隆市為例，欲瞭解基隆市國小教師購買葉黃素複方產品之行為。 本研究調查238位基隆市國小教師，經由相關分析及線性結構模式分析(SEM)，研究主要結果摘要如下：(1)基隆市國小教師購買葉黃素複方產品的「態度」對購買意圖有正面且顯著之影響。(2)基隆市國小教師購買葉黃素複方產品的「主觀規範」對購買意圖有正面且顯著之影響。(3)基隆市國小教師購買葉黃素複方產品的「知覺行為控制」對購買意圖有正面且顯著之影響。(4)基隆市國小教師購買葉黃素複方產品的「購買意圖」對購買行為有正面且顯著之影響。 As technology improves every day, electronic products have brought a lot of convenience to our life. It also changes the entertainment styles. On the other hand, that has also caused many potential dangers to our health. We stare at screens for a long time and exposure to excessive blue light. It would result in increasing the degree of negative diopters and damaging to the macular and retina. Therefore, consumers will choose to buy healthy foods to supplement their eye health. The most eye health food of vision is lutein. Therefore, purchasing lutein to increase the preservation of eyesight is the first choice for consumers. In recent years, the department of education in Keelung has promoted e-learning. The teachers use computers to teach their students. They use the computers to prepare lessons or handle the documents. Those teachers need to focus on the computer screen for a long time. It would cause harm to their vision. The study of behavior in purchasing lutein will be worthy of further discussion. In our research, we use the theory of planned behavior (TPB) proposed by Ajzen (1985) to analyze the behavior of elementary school teachers in Keelung to purchase lutein-related products. Our study has surveyed 238 elementary school teachers in Keelung. It uses correlation analysis and linear structure model analysis (SEM) method to analyze the data. The main finding of this study summa d as follows: (1) Teachers’ attitudes in purchasing lutein compound products have a significantly positive influence on their behavioral intentions. (2) Teachers’ subjective norms in purchasing lutein compound products have a significantly positive influence on their behavioral intentions. (3) Teachers’ perceived behavioral control in purchasing lutein compound products has a significantly positive influence on their behavioral intentions. (4) Teachers’ behavioral intentions in purchasing lutein compound products have a significantly positive influence on their behavior.
