| Summary: | 碩士 === 銘傳大學 === 國際企業學系碩士在職專班 === 103 === There is variety of health food in the internet now, is promotional exaggerate the effect of products, if the consumers is lack of relevant health food information, it may damage for people health. The consumers to online purchase behavior of Health food are worth exploring. The Health Belief Model have raised by public health scholars in early 1950s, people do not participate in was the main explanation provided by government agencies with low fees or even toll-free Independent prevention or detection of diseases of the reasons for project, Hochbaum, Kegeles, Rosenstock, Becker the social psychologists developing the revised long-term research。This study is to explore the health belief model, health food products for consumers to online buying behavior.
This study using questionnaire survey research, there is 255 valid questionnaires; the effective response rate is 84.40%.The results are as follows:
1. The each variable average in health food consumers for health belief model:
The highest average is “trust ", and the lowest average is “self-efficacy”. But generally “eWOM message source credibility” shows the lower average level, means consumer awareness of health food is still needs to be improved.
2 .The variablesin in belief model that impact of consumer behavior:(1) The “perceived threat " is positively influence consumers to buy health food "purchase intention".(2) The " cues to action " is positively influence consumers to buy health food "purchase intention". (3) The "behavior assessment” is positively influence consumers to buy health food "purchase intention".(4) The " trust” is positively influence consumers to buy health food "purchase intention".(5) The " self-efficacy” is not influence consumers to buy health food "purchase intention".(6) The " purchase intention " is positively influence consumers to buy health food " purchasing decisions ".(7) The "eWOM message source credibility" is interfere from the " purchase intention " is positively influence consumers to buy health food " purchasing decisions "
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