A Study on the Influence Factors of Purchasing Probiotics for Consumers – A Health Belief Model Approach

• Main Authors: LAI, KWANG-YAO, 賴廣耀
• Other Authors: LEE, CHUN-YANN
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/rv2q7y

碩士 === 大仁科技大學 === 製藥科技研究所 === 106 === Probiotics could reproduce in human gastrointestinal tract and have various benefits for human health. Based on health belief model (HBM), this study aimed to explore and clarify the influence factors of purchasing probiotics for consumers. In this study, 376 convenient samples around Taiwan were solicited, and then data were analyzed by using descriptive statistics, dependent samples t-test, independent samples t-test, chi-square test, one-way ANOVA, and Pearson correlation with SPSS software package. The results indicated that there were 227 respondents (60.4%) used health food (multiple choice question) to improve the gastrointestinal tract function (192 respondents, 84.6%) and to increase the gastrointestinal tract good bacteria (161 respondents, 70.9%). Some health belief constructs were significant different along with the demographic factors of gender, age, education, residence, and health condition. The demographic factor of education was significant different with probiotics buying behaviors. There was a significant correlation between health constructs and probiotics buying behaviors. In conclusions, probiotics were used to increase the gastrointestinal tract function for the most consumers and the probiotics buying behaviors were varied along with the specific demographic factors. We suggested that the pharmacist could sell the various probiotic health foods for the target customers.