以健康信念模式探討COVID-19對消費者騎乘自行車意圖的影響

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楊玟靚(Wen-Chin Yang) 查詢紙本館藏

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論文名稱

以健康信念模式探討COVID-19對消費者騎乘自行車意圖的影響

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摘要(中)

此研究是以健康信念模式為研究架構，並將騎乘自行車運動作為研究場域，研究目的為希望透過健康信念模式探討消費者在COVID-19的影響之下，會如何影響消費者的個人認知，再影響選擇騎乘自行車的意圖。
針對問卷蒐集部分，本研究採用便利性抽樣方法，對於一般社會大眾進行調查，收回有效問卷416份，並以SEM結構方程模式做進一步的問卷結果分析。
研究結果發現，COVID-19會影響個人的自覺嚴重性及自覺罹患性，再影響騎乘自行車行為，在學術貢獻上，過去研究並未探討過COVID-19、健康信念模式以及自行車之關係。管理意涵上，由於COVID-19會影響個人的自覺嚴重性及自覺罹患性，再影響騎乘自行車之行為，此研究結果可提供自行車廠商在疫情當下預估市場之參考，來制定營銷策略。

摘要(英)

This research uses the health model model as the research framework, and uses cycling as the research field. The purpose of the research is to focus on the impact of consumers on COVID-19 through the health model model, and how it will affect consumers’ personal perceptions. Affect the purpose of choosing to ride a bicycle.
Regarding the questionnaire survey part, this study adopts the 416 valid questionnaire surveys, and the SEM structure model is used for further analysis of the survey results.
The results of the study found that COVID-19 will affect the perceived susceptibility and perceived seriousness of individuals during follow-up, and then affect cycling behavior.
In terms of academic contributions, past studies have not explored the relationship between COVID-19, health belief models, and bicycles. In terms of management implications, because COVID-19 will affect the perceived susceptibility and perceived seriousness, the behavior of cycling. Therefore, the results of this research can provide reference for bicycle manufacturers in the tourism project market to formulate marketing strategies.

關鍵字(中)

★ 騎乘自行車
★ 健康信念模式
★ 結構方程式
★ 新型冠狀病毒

關鍵字(英)

★ Cycling
★ Health belief model
★ SEM
★ COVID-19

論文目次

中文提要 ……………………………………………………………………………. i
英文提要 ……………………………………………………………………………. ii
誌謝 ……………………………………………………………………………. iii
目錄 ……………………………………………………………………………. iv
表目錄 ……………………………………………………………………………. vi
圖目錄 ……………………………………………………………………………. vii
一、緒論
1-1 研究背景與動機……………………………………………………………....…….1
1-2 研究目的……………………………………………………………………....…….2
二、文獻探討
2-1 自行車活動……………………………………………………………….…...…….3
2-2 健康信念模式…………………………………………………………….……...….9
2-3 COVID-19及健康……………………………………………………….…..……..17
三、研究方法
3-1 研究架構與假設………………………………………………………….…...……21
3-2 研究設計………………………………………………………………….…...……25
3-3 資料分析方法…………………………………………………………….……...…30
四、研究結果
4-1 樣本輪廓敘述統計…………………………………………………….…..….……37
4-2 各構面敘述統計……………………………………………………….…….……41
4-3 信效度分析…………………………………………………………….…….……45
4-4 結構路徑分析………………………………………………………….…….……48
五、結論與建議
5-1 結論………………………………………………………………………..….…...50
5-2 研究貢獻……………………………………………………………….….….…...51
5-3 研究限制與未來研究建議……………………………………………..….……...52
參考文獻
附錄一……………………………………………………………..………..…..……...60

參考文獻

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5. 李守義、周碧瑟、晏涵文(1989)。健康信念模式的回顧與前瞻。中華民國公共衛生學會雜誌。9(3)。123 -137。
6. 陳曉悌、李怡娟、李汝禮(2003)。健康信念模式之理論源起與應用。臺灣醫學。7(4)。632 -639。
7. 黃俊豪(2020) 國家教育研究院雙語詞彙
8. 黃翠瑛、黃琇屏、陳霖瑩、陳泓均(2012)。影響消費者購買生技保健食品之因素探討。管理實務與理論研究。6(1)。100 -122 。
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指導教授

張東生曹壽民(Dong-Shang Chang Shou-min Tsao)

審核日期

2021-7-27

推文