| 摘要: | 由於身體健康是每個人追求目標和最基本權利，然在當今現代社會中，人們面臨著越來越多的健康問題，例如肥胖、糖尿病、心臟疾病、癌症等等，這些問題不僅影響了個人健康和生活品質，也對社會和經濟產生不良影響。因此本研究針對消費者對於購買防護性穿著的購買因素，以計畫行為理論作為依據進行統計調查分析。本研究於2023年6月期間以線上與實體問卷並行方式，收取個案公司實際購買過防護性穿著的消費者，共327份有效問卷，其中以男性、已婚者、大專教育程度、台灣國籍的受試者居多，平均月收入集中在20,001-40,000元。而研究結果發現，不同背景因素對消費者的購買行為產生了不同程度的影響。例如，不同國籍、性別、婚姻狀況和改善程度對受試者的態度和知覺行為控制產生了明顯影響，這凸顯了個體差異在消費行為中的作用。然而，年齡、教育程度、職業和收入等因素對感受無顯著差異，可能受到其他未考慮因素的影響。最後，研究發現態度對購買行為具有直接影響，而知覺行為控制對購買行為也具有直接影響。主觀規範對購買行為的影響是通過影響態度和知覺行為控制來實現的。這強調了多個因素在消費者購買行為中的相互作用，包括個人態度、知覺行為控制和外部社會壓力。本研究結果對於企業制定市場經營策略以吸引消費者，以及政府和學術界進一步了解消費者在選擇防護性穿著產品時所考慮的因素，並為相關行業和機構提供了有價值的洞察。
As achieving good health stands as a fundamental goal and right for every individual, the contemporary society grapples with an escalating array of health concerns, ranging from obesity and diabetes to heart diseases and cancer. These issues not only impact personal well-being and quality of life but also cast adverse effects on the broader societal and economic landscape. Therefore, this study conducted a statistical survey and analysis based on the theory of planned behavior based on consumers' purchasing factors for purchasing protective clothing. This study used online and physical questionnaires in parallel during June 2023 to collect consumers from the case company who had actually purchased protective clothing. A total of 327 valid questionnaires were collected, and the majority of participants were male, married, possessed a college-level education, and held Taiwanese nationality. The average monthly income predominantly fell within the range of 20,001-40,000 NT dollars. The research findings shed light on the varying degrees of influence that different background factors exert on consumers' purchasing behavior. Nationality, gender, marital status, and improvement level were identified as significant influencers, affecting respondents' attitudes and perceived behavior control. This underscores the crucial role played by individual differences in shaping consumer behavior. Conversely, factors such as age, education level, occupation, and income showed no significant differences, possibly influenced by unconsidered variables. In summary, the study concludes that attitude directly impacts purchasing behavior, and perceived behavior control similarly exerts a direct influence on buying behavior. The subjective norm influences purchasing behavior by shaping attitudes and perceived behavior control. This underscores the intricate interplay of multiple factors in consumer purchasing behavior, including individual attitudes, perceived behavior control, and external social pressures. The results of this study offer valuable insights for businesses in crafting marketing strategies to attract consumers. Additionally, they provide government bodies and academia with a deeper understanding of the factors considered by consumers when selecting protective wear products, furnishing valuable insights for related industries and institutions. |
