| 摘要: | 本研究目的在探討中高齡者之健康意識對於購買烘焙麵包行為意圖之關係，採用問卷調查法，以大臺北地區45歲（含）以上之中高齡者為研究對象。回收網路問卷641份，回應率為100%，問卷中扣除無效問卷後，實得有效問卷為591份。問卷中所使用之測量工具包括「個人背景資料調查表」（個人背景變項8題、購買烘培麵包8題）、「健康意識量表」（9題）（洪韻玲，2018）與「行為意圖量表」（6題），共31題。本研究使用描述性統計、獨立樣本t檢定、單因子變異數分析、雪費事後比較、皮爾森積差相關、多元迴歸分析等統計方法進行，研究結果如下：
一、不同背景變項對大臺北地區中高齡者健康意識與行為意圖之分析：
（一）中高齡者的健康意識與行為意圖皆屬中上程度。
（二）中高齡者之健康意識會因「年齡」、「婚姻狀況」、「同居住人數」、「經濟狀況」、「食用時段」、「消費金額」、「產品偏好」的不同有顯著差異。研究結果顯示受試者在65歲以上，視烘焙麵包為正餐食用的前題下，多在上午時段食用，且考量本身的健康較少選擇油脂含量高的裹油麵包。
（三）中高齡者之行為意圖會因「購買地點」、「資訊來源」、「消費頻率」、「消費金額」的不同有顯著差異。研究結果顯示，其中「100元（含）以下」顯著低於其他消費金額區間，受試者在選購烘焙麵包時，對於健康會優先考量，價格即使較高，不影響其購買意願。
二、大臺北地區中高齡者的健康意識與行為意圖，二者之間有顯著正相關。
三、大臺北地區中高齡者的健康意識對行為意圖有顯著之預測力。
最後依據本研究結果出建議，以提供中高齡者、烘焙業者與後續研究者。
The purpose of the study was to explore the relationship between the health consciousness of middle-aged and older adults and the behavior intention to purchase baked bread. In this study, it used a survey research, in which the subjects included 45 years of old and above in the Greater Taipei area. 641 on-line questionnaires were distributed and recovered with a response rate of 100%, and after deducted invalid questionnaires, 591 valid questionnaires were obtained. This study used the “Personal Background Information Scale” (8 questions for personal background variants and 8 questions for purchasing baked bread), “Health Consciousness Scale” (9 questions, Hung, 2018) and “Behavior Intention Scale” (6 questions), a total of 31 questions. The data was analyzed by descriptive statistics analysis, independent sample t test, one-way ANOVA, Scheffé post-hoc test, Person’s correlation analysis, and regression analysis. The research results are as follows:
1. Analysis of different background variables on health consciousness and behavior intention of middle-aged and older adults in the Greater Taipei area.
(1) The health consciousness and behavior intention among middle-aged and older adults were on medium grade.
(2) The behavior consciousness of middle-aged and older adults were significantly different in age, marital status, number of individuals living together, socio-economic status, consumption time, amount of money spent on purchasing baked bread, and product preference. Subjects who were over 65 years old, regarded baked bread as a main meal, they mostly bought it in the morning and considered their own health and are less liking to choose oiled-coated bread with high fat content.
(3) The behavior consciousness of middle-aged and older adults was statistically significantly different in purchase location, source of purchase information, frequency of purchase, and amount of consumption. Subjects that spent NT$100 (inclusive) or less was statistically significantly lower than other consumption amounts. When they bought baked bread, they considered their health in priority . Even if the price is higher, it will not affect their willingness to purchase baked bread.
2. There was a statistically significant positive correlation between the health consciousness and behavior intention of middle-aged and older adults in the Greater Taipei area.
3. The health consciousness of middle-aged and older adults in the Greater Taipei area had a statistically predictive power on behavior intention.
The research results can be used as a reference of middle-age and older adults, bakers, and of follow-up researchers. |
