Shopping Patterns and Intentions of Taking Coenzyme Q10 as a Measure of Health Promotion: A Two-Factor Theory of Planned Behavior Perspective

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...

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Main Authors: CHANG,CHIA-FENG, 張嘉峰
Other Authors: HWANG,JIEH-HORNG
Format: Others
Language:zh-TW
Published: 2017
Online Access:http://ndltd.ncl.edu.tw/handle/ud5tjf
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spelling ndltd-TW-104TAJ005490232019-05-15T23:24:49Z http://ndltd.ncl.edu.tw/handle/ud5tjf Shopping Patterns and Intentions of Taking Coenzyme Q10 as a Measure of Health Promotion: A Two-Factor Theory of Planned Behavior Perspective 輔酶Q10保健食品消費者行為調查研究:以雙因子計畫行為理論為基礎 CHANG,CHIA-FENG 張嘉峰 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. HWANG,JIEH-HORNG PAN,FONG-CHUAN 黃介宏 潘豐泉 2017 學位論文 ; thesis 146 zh-TW
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description 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.
author2 HWANG,JIEH-HORNG
author_facet HWANG,JIEH-HORNG
CHANG,CHIA-FENG
張嘉峰
author CHANG,CHIA-FENG
張嘉峰
spellingShingle CHANG,CHIA-FENG
張嘉峰
Shopping Patterns and Intentions of Taking Coenzyme Q10 as a Measure of Health Promotion: A Two-Factor Theory of Planned Behavior Perspective
author_sort CHANG,CHIA-FENG
title Shopping Patterns and Intentions of Taking Coenzyme Q10 as a Measure of Health Promotion: A Two-Factor Theory of Planned Behavior Perspective
title_short Shopping Patterns and Intentions of Taking Coenzyme Q10 as a Measure of Health Promotion: A Two-Factor Theory of Planned Behavior Perspective
title_full Shopping Patterns and Intentions of Taking Coenzyme Q10 as a Measure of Health Promotion: A Two-Factor Theory of Planned Behavior Perspective
title_fullStr Shopping Patterns and Intentions of Taking Coenzyme Q10 as a Measure of Health Promotion: A Two-Factor Theory of Planned Behavior Perspective
title_full_unstemmed Shopping Patterns and Intentions of Taking Coenzyme Q10 as a Measure of Health Promotion: A Two-Factor Theory of Planned Behavior Perspective
title_sort shopping patterns and intentions of taking coenzyme q10 as a measure of health promotion: a two-factor theory of planned behavior perspective
publishDate 2017
url http://ndltd.ncl.edu.tw/handle/ud5tjf
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