| Summary: | 碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 97 === Health trends spread out as skyrocket not only around the world, but in Taiwan as well. The awareness of health is spiraling continuously. The majority of population, say about 70%, may be classified into neither full-health group nor complete-illness one; that can be called as sub-health population. A number of studies has discussed about health as a research construct, but most of them focused on population health or health care for future planning. Most health measurements proposed in literature failed to capture the subjective viewpoints of health. That is, a lack of scale measurement of an individual self-evaluated holistic health. Because of it, the purposes of this study are to develop the health measurement from the individual subjective perspective, to validate the measurement through a widely-accepted procedure in the marketing literature and to examine the nomological relationships with other constructs (e.g., happiness and life satisfaction) proposed in literature. The measurement is expected to provide managers with insightful information about how their target customers perceive their health status subjectively. The critical information may further allow the managers to formulate their marketing efforts more effectively and efficiently.
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