| Summary: | 碩士 === 大仁科技大學 === 製藥科技研究所 === 105 === Coenzyme Q10 had been widely accepted by scientific literature as an excellent antioxidant for overall health of human body. Since the death cases caused by cardiovascular diseases in Taiwan remained high, an effort in promoting the national’s perception on Q10 and consequently continuous intake Q10 in a sufficient manner, along with habitual exercises and healthy diet, will be helpful in ease the captioned cardiovascular-related diseases. Based on the two-factor Theory of Planned Behavior TPB)¸this research explored into the consumers’ attitudes, subjective norms, and perceived behavioral control to understand how these independent variables affect the behavior intention of taking Q10 for health care and health promotion. The current study was a cross-section study, gathered 810 valid responses from entire Taiwan. With the help of SPSS 20.0, this study employed several statistical analyses, such as descriptive analysis, t-test, one-way ANOVA, Pearson correlation, and multiple regressions to reveal the facts of the data. The test results indicated that demographic factors generally had effects in differentiating the variables in the study, except the gender factor. Independent variables in the study jointly explained 39% (R2=0.39) of behavioral intention of taking Q10, among which the specific perceived behavioral control (β =0.34), general perceived behavioral control (β =0.18), and instrumental attitude (β =0.14) were the top three predictors of Q10 behavior intentions. The study concluded that perceived behavioral control remained the major predictor for the intention of consumers’ Q10 taking behavior. The research suggested the industry shall organize certain forms of education program to create or upgrade the target customer’s knowledge on Q10 and trust on the pharmacy or pharmacist, and to enforce their levels of specific perceived behavioral control. In the academic side, the research also suggested the academic to conduct extra reaches on healthy food or dietary supplements on the basis of two-factor TPB as this research had done.
|
|---|
