The Ralationships among Health Involvement, Consuming Intention and Consuming Behavior for Health：An Empirical Study in Tainan

• Main Authors: HSUEH YU CHEN, 薛鈺蓁
• Other Authors: 黃峰蕙
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/10140216927157213542

碩士 === 南台科技大學 === 企業管理系 === 99 === Global environmental change and eating habits of modern people have caused various diseases and affected health, urging modern people to start pursuing health. The paper tried to apply behavior for health from Consumer. perspective. and explored the relationship among health involvement, consumption intention for health and consumer behavior for health from business perspective. The study has revised some product involvement profiles, service involvement profiles to measure health involvement : with behavioral intention profile by Zeithaml, Parasuraman, and Berry(1996) revised to measure consumer behavior for health and Tsai Rong Chun’s (2008) health behavior profile introduced to measure consumer behavior for health; targeting general people of all social circles in Tainan area as population base, with 248 questionnaires distributed in total and 209 effective questionnaires collected by deleting defect questionnaire to ensure data completeness, and proceeding descriptive statistics, factor analysis, validity & reliability analyses, One-way ANOVA, Pearson related analysis and Structural Equation Models to proceed data analysis on acquired data. According to the outcome of empirical study, the correlation coefficient between health involvement and consumption intention for health is 0.43, and 0.78 for consumption intention for health and consumer behavior for health. In other words, health involvement explained 18% of variance for consumption intention in health while consumption intention in health explained 60% of variance for consumer behavior for health. As far as overall fit is concerned, complete mediation reported optimal fit, therefore, consumption intention for health played a role of complete mediation between health involvement and consumer behavior for health.