應用健康信念模式探討肥胖與健康盒餐購買意願：探討健身啟發涉入之中介

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張智翔(Chih-Hsiang Chang) 查詢紙本館藏

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論文名稱

應用健康信念模式探討肥胖與健康盒餐購買意願：探討健身啟發涉入之中介
(Applying Health Belief Model to Investigate the Relationship between Obesity and Purchase Intention of Healthy Meal Box: Mediated by Fitspiration Involvement)

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至系統瀏覽論文 (2025-7-16以後開放)

摘要(中)

由於肥胖與飲食習慣有關，因此本研究應用健康信念模式，探討肥胖之自覺罹患性與自覺嚴重性，以及健康盒餐之自覺利益與自覺障礙，對於健康盒餐購買意願之間的關係，以及是否會受健身啟發涉入程度之中介效果影響。透過網路回收共320份有效樣本進行統計分析。研究結果顯示，肥胖之自覺罹患性與自覺嚴重性雖與健康盒餐購買意願成正向相關，但並不顯著。健康盒餐自覺利益與購買意願為顯著正向相關，健康盒餐自覺障礙與購買意願為顯著負向相關，並且兩者均受健身啟發涉入程度中介影響。最後針對本次研究結果，提出一些實務上的管理建議，並討論相關研究限制與未來研究方向。

摘要(英)

As obesity is related to eating habits, the present study applied health belief model to examine the relationships of perceived susceptibility and perceived severity of obesity, perceived benefits and perceived barriers of healthy meal box, and the purchasing intention of healthy meal box. Furthermore, the possible mediation of fitspiration involvement were also evaluated. A total of 320 valid questionnaires were collected over the Internet, and statistical analysis were performed. The results showed that although perceived susceptibility and perceived severity of obesity were related to the purchase intention of healthy meal box, the relationships were not significant. While perceived benefit of healthy meal box was significantly positively correlated with purchase intention, perceived barrier of healthy meal box was significantly negatively correlated with purchase intention. Both relationships were mediated by fitspiration involvement. Based on the results of this study, practical management implications are proposed, and relevant research limitations and future research directions are discussed.

關鍵字(中)

★ 肥胖
★ 健康盒餐
★ 健身啟發
★ 健康信念模式

關鍵字(英)

★ obesity
★ healthy meal box
★ fitspiration
★ health belief model

論文目次

目錄
摘要 i
Abstract ii
目錄 iii
圖目錄 v
表目錄 vi
第一章緒論 1
1-1 研究背景與動機 1
1-2 研究目的 2
1-3 研究流程 3
第二章文獻探討 5
2-1 健康盒餐 5
2-2 購買意願 6
2-3 肥胖 8
2-4 自覺罹患性、自覺嚴重性、自覺利益、自覺障礙 9
2-5 健身啟發 14
2-6 涉入 16
第三章研究方法 22
3-1 研究架構 22
3-2 研究樣本 23
3-3 研究工具 23
3-4 研究步驟 23
第四章研究結果 25
4-1 樣本描述性統計 25
4-2 量表描述性統計 26
4-3 信度分析 27
4-4 效度分析 27
4-4-1 因素負荷量 27
4-4-2 平均變異萃取量與組成信度 29
4-4-3 區別效度 30
4-5 結構方程模式 31
4-5-1 模型配適度 31
4-5-2 路徑分析 31
4-5-3 中介效果 33
第五章討論與建議 34
5-1 研究討論 34
5-2 管理意涵 36
5-3 研究限制與未來建議 37
5-4 研究結論 37
參考文獻 39
附錄：研究問卷 49

圖目錄
圖1 研究流程圖 4
圖2 健康信念模式架構(ROSENSTOCK, 1974) 11
圖3 研究架構 22

表目錄
表1 購買意願定義 7
表2 自覺罹患性、自覺嚴重性、自覺利益、自覺障礙相關研究 12
表3 涉入定義 17
表4 涉入的分類 19
表5 樣本描述性統計 25
表6 量表之描述性統計與信度 27
表7 驗證性因素分析之因素負荷量表 28
表8 量表調整後之平均數、標準差與信度 29
表9 各變項AVE與CR 30
表10 各變項區別效度 30
表11 整體模型配適度 31
表12 研究模型之路徑係數 32

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指導教授

杜秉叡(Ben-Roy Du)

審核日期

2020-7-16

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