College of Intelligence, National Taichung University of Science and Technology, No.129, Sec.3, Sanmin Rd, North Dist., Taichung City 40401, Taiwan.
Graduate Institute of Bio-Industry Management, National Chung Hsing University, Taichung City 40227, Taiwan.
Int J Environ Res Public Health. 2020 Oct 19;17(20):7604. doi: 10.3390/ijerph17207604.
Researchers believe that health foods can promote health and that the consumption of health foods can effectively help people to maintain their health. This study mainly adopted the health belief model (HBM) integrated with perceived behavioral control to investigate the repurchase behavior of consumers with regard to health foods that improve gastrointestinal functions. We obtained 550 valid questionnaires from consumers who had purchased gastrointestinal health foods and conducted structural equation modeling. Results from our analysis revealed that perceived susceptibility, perceived severity, perceived benefits of action, and perceived behavioral control exert a positive influence on repurchase intention and that perceived barriers of action exerts a negative influence on repurchase intention. Furthermore, repurchase intention was found to have a positive impact on repurchase behavior. The results of this study can be used as a reference for health food marketing strategies and public health behavior promotions.
研究人员认为，健康食品可以促进健康，食用健康食品可以有效地帮助人们保持健康。本研究主要采用健康信念模式（HBM）结合感知行为控制来调查改善胃肠道功能的健康食品的消费者重购行为。我们从购买过胃肠道健康食品的消费者那里获得了 550 份有效问卷，并进行了结构方程建模。分析结果表明，感知易感性、感知严重性、行动益处感知和感知行为控制对重购意向有正向影响，而行动障碍感知对重购意向有负向影响。此外，重购意向对重购行为有正向影响。本研究结果可以作为健康食品营销策略和公共卫生行为推广的参考。
