| Summary: | 碩士 === 東吳大學 === 企業管理學系 === 104 === ABSTRACT
In recent years, as internet economy take off, businesses today are focus on internet. As a result, internet marketing is increasingly important. And by the arrival of aging society, public is awareness of the increasing emphasis on health. Many researches show that health-related industries are growing gradually.
This analysis is conducted for the above two social phenomena. The analysis is focus on the most popular social network website “Facebook” (hereinafter referred to as FB). By users browse and receive health information, and combined with self-health consciousness, to the impact of intention of health food purchase. Based on literature review, define the definition of health food, social network browsing behavior, self-health consciousness and fear appeals, and also make some related assumptions. The analysis is obtained by means of the Structural Equation Model having 204 responses from the daily user of public network. The results show that social network browsing behavior to self-health consciousness and the intention of health food purchase have a positive impact; but the assumption of self-health consciousness to the intention of health food purchase has not been supported. In terms of fear appeals, the assumption of fear appeals to self-health consciousness has not supported, in the other side, fear appeals to the intention of health food purchase has a positive impact. The analysis makes some conclusions to social internet users for reference.
Keywords: Health Information, Browsing Behavior, Social Network, Fear Appeals, Self-health Consciousness, Purchase Intentions, Health Foods, Facebook.
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