| Summary: | 碩士 === 東海大學 === 管理碩士在職專班 === 95 === Diabetes has ranked the fifth place of the top 10 fatal diseases in Taiwan since 1987. Besides, the death rate of diabetes grows the fastest in these 10 fatal diseases in the past 20 years. From 2001 to 2002, Bureau of Health Promotion, Department of Health completed the investigation of “Hypertension, Hyperglycemia, and Hyperlipidemia in Taiwan”. The report shows the rate of hyperglycemia over the age of 15 is 7.5%, and the prevalence of diabetes is rapidly increasing.
Because of the increase in diabetic patients, many nutrition supplement companies launch a lot of relevant products to gain the business opportunity. However, consumers can not tell the difference between these products; instead, they can just choose a product based on TV commercials, broadcast advertising, and print ads. Therefore, this study focuses on the diabetic patients’ purchasing behavior of the diabetic nutrition supplement with an empirical analysis.
First, the study attempts to analyze the diabetic patients’ behavioral intention and purchasing behavior of the diabetic nutrition supplement based on Ajzen (1989), Theory of Planned Behavior. In addition, the study explores the impact of the diabetes support group which was actively established by Bureau of Health Promotion, Department of Health in recent years on the diabetic patients’ purchasing behavioral intention of the diabetic nutrition supplement. Therefore, this study collects the relevant data from 16 diabetes support groups through questionnaires, and then analyzes the relativity of attitude, subjective norm, behavioral control cognition, the influence of self-help group toward the diabetic patients’ behavioral intention of purchasing diabetic nutrition supplement. The main results are as below:
1. There is a significant correlation between diabetic patients’ attitude toward the disease control and their behavioral intention of purchasing diabetic nutrition supplement.
2. There is a significant correlation between diabetic patients’ behavioral control cognition of the disease control and their behavioral intention of purchasing diabetic nutrition supplement.
3. There is a significant correlation between the influence of self-help group and diabetic patients’ subjective norm toward the disease control and their behavioral intention of purchasing diabetic nutrition supplement.
4. There is a significant correlation between diabetic patients’ behavioral intention of purchasing diabetic nutrition supplement and their purchasing behavior of diabetic nutrition supplement.
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