| 摘要: | 本研究以Ajzen計畫行為理論為架構，整合高齡者購買膳食補充品相關研究，建構「高齡者購買膳食補充品行為意向模式」，以行為態度、主觀規範、知覺行為控制、行為意圖，並加入過去行為，共五個構面進行探討，瞭解高齡者在使用膳食補充品之行為意圖之相關因素。本研究以大台北地區高齡者為母體，正式問卷於2022年4月1日至4月28日以Google表單與紙本問卷發放同時進行，共計回收問卷293份，有效問卷271份，有效問卷填答率為92.49%。
本研究各項研究假設中，研究結果大多獲得支持，僅假設一：大台北地區高齡者使用膳食補充品的行為態度對使用膳食補充品的行為意圖有顯著正向影響，以及假設二：大台北地區高齡者使用膳食補充品的主觀規範對使用膳食補充品的行為意圖有顯著正向影響，兩項假設均未獲得支持。究其原因，一方面可能是影響大台北地區高齡者使用膳食補充品的行為意圖原因眾多，無法明確區分行為態度與主觀規範的影響；另一方面可能由於知覺行為控制對於行為意圖的影響，可能也導致行為態度與主觀規範對於行為意圖的影響並不顯著。
本研究也證實過去行為直接影響行為意圖，可見在過去是否有使用膳食補充品在行為意圖上有較高的影響力。因此要加強民眾對於膳食補充品的行為意圖，可以對已經使用過的民眾加強行銷，並加強對於膳食補充品的正面廣告效果，只要膳食補充品的品質與其功能較好的，對民眾有幫助的，配合適當行銷策略，未來將可在市場上佔有一席之地。
Based on the Planned Behavior Theory by Ajzen, this study integrated researches related to the purchase of dietary supplements by the elderly, and constructs the behavior intention model of the purchasing dietary supplements for the elderly. A total of five aspects were discussed, including attitudes (AT), subjective norms (SN), perceived behavior control (PBC), behavior intentions (BI), and past behaviors (PB), to understand the factors related to the behavior intentions of the elderly when using dietary supplements. This study took the elderly in the Greater Taipei area as the population. The formal questionnaires were distributed simultaneously with Google form and paper questionnaire from April 1st to April 28th, 2022. A total of 293 questionnaires were recovered, 271 valid questionnaires were filled out. The answer rate was 92.49%.
Among the various research hypotheses of this study, most of the research hypotheses were supported. Only Hypothesis 1: The AT of the elderly in the Greater Taipei area using dietary supplements has a significant positive impact on the BI of using dietary supplements, and Hypothesis 2: The SN of the elderly in the Greater Taipei area using dietary supplements has a significant positive impact on the BI of using dietary supplements were not supported. The reason may be that, on the one hand, there are many reasons that affect the BI of the elderly in the Greater Taipei area to use dietary supplements, and it is impossible to clearly distinguish the influence of AT and SN; It also led to the insignificant influence of AT and SN on BI.
This study also confirmed that PB directly affected BI. It could be seen that whether dietary supplements have been used in the past has a higher influence on BI. Therefore, to strengthen the BI of people towards dietary supplements, we could strengthen the marketing to who have already used them, and strengthen the positive advertising effect of dietary supplements. As long as the quality and function of dietary supplements were good, with appropriate marketing strategies, would be able to win the market in the future. |
