Perceived Threats of Air Pollution on Consumer's Purchasing Behavior of Nutraceuticals: The Moderating Effects of Health Literacy in the Health Belief Model
| Autor: | WU, CHING-HSIANG, 吳清祥 |
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| Rok vydání: | 2018 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 106 As a price to the industrial development, air pollution had received tremendous concern from the state and all sectors of the community. Studies had confirmed that air pollution may be the most viable factor that jeopardizes people's health, and seriously affects people's quality of life and life safety. It is particularly true in recent years, with the impact of national power policies and oversea pollution immigration, air pollution has become the primary issue for people's daily life. Under the premise that this problem may not be solved in a short time, people perceived the threat of air pollution that causes major diseases such as lungs and cardiovascular diseases, and may take nutraceutical to enhance physical fitness to reduce the negative impacts of such pollution and to protect the safety of their lives. Based on the health belief model, this study explored the national’s perception on the possibility of serious diseases caused by air pollution, and the severity of the disease to human’s life. At the same time, it explored the national’s perceived benefits of using health food to prevent diseases as well as the perceived barriers to access the captioned health foods, and accordingly to understand how these independent variables may affect the respondent’s consumption behavior of nutraceutical. In addition, this study combined with the theory of health literacy and health belief model to create a new theoretical model, of which to improve the explanatory power of healthy beliefs model. This study collected 635 sets of valid data to test the hypotheses as well as the new theoretical model with SPSS statistical analysis software. Test results indicated that demographic factors had certain impacts on the independent variables, among which the perceived severity was the one been affected the most, and the perceived benefit was the least. The self-efficacy is the strongest predictor (β=0.66), followed by perceived benefit (β=0.08) and perceived barrier (β=-0.08). Combining all variables of health belief model explained 51.2% of variance of consuming behavior of nutraceutical products under the context of perceived threats of air pollution. Research results also indicated that the levels of health literacy did not moderate the relationships among perceived threats, perceived benefit and barrier, self-efficacy, and the consumption behavior. Although significant differences were found among district in terms of perceived threats of air pollution, it did not align with the differences of consumption behavior. Therefore, perceived threats of air pollution may not be a major reason for people to consume nutraceutical products. Marketing campaigns for nutraceutical products were better to focus on the product benefits to the consumers as well as to direct the consumer’s self-efficacy toward the captioned nutraceutical products than the threats of diseases. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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