| 摘要: | 2019年嚴重特殊傳染性肺炎（COVID-19）爆發，根據世界衛生組織的資料顯示，截至2023年2月美國COVID-19死亡人數超過110萬，全球COVID-19死亡人數接近690萬。有潛在系統性慢性疾病的人染上COVID-19後發生嚴重併發症的機率更高，使得消費者對健康的關注程度提升，並開始意識到健康的飲食對於提高免疫系統的重要性，因此對於每天的日常飲食，會追求更健康、無負擔的飲食方式，以提升自身健康及免疫力。
本研究主旨探討以「健康意識」、「從眾行為」、「知覺價值」、「幸福感」、「購買意願」五個變項，瞭解購買低醣飲食之消費者對健康意識、從眾行為、知覺價值、幸福感之影響，探討健康意識對知覺價值之影響、從眾行為對知覺價值之影響、知覺價值對幸福感之影響，再探討健康意識、從眾行為、知覺價值、幸福感對低醣飲食購買意願之影響。
本研究採立意取樣，研究對象為桃園市20歲至65歲在後疫情時代購買過低醣飲食之消費者為研究對象，並蒐集291份有效問卷。結果顯示，一、健康意識對知覺價值具正向影響。二、從眾行為對知覺價值具正向影響。三、知覺價值對幸福感具正向影響。四、健康意識對購買意願具正向影響。五、知覺價值對購買意願具正向影響。六、幸福感對購買意願具正向影響。
In 2019, the outbreak of the severe acute respiratory syndrome coronavirus Coronavirus disease, known asCOVID-19, occurred. According to data from the World Health Organization, as of February 2023, the number of COVID-19 deaths in the United States has exceeded 1.1 million, and the global death toll is approaching 6.9 million. Individuals with underlying systemic chronic diseases have a higher probability of experiencing severe complications after contracting COVID-19. This has led to an increased level of consumer awareness regarding health and a growing realization of the importance of a healthy diet in boosting the immune system. Consequently, individuals are seeking healthier and less burdensome dietary choices in their daily routines to enhance their overall health and immunity.
The main focus of this study is to investigate five variables— "health consciousness," "conformity behavior," "perceived value," "sense of happiness," and "purchase intention." The study aims to understand the impact of these variables on consumers who purchase low- carbohydrate diets. It explores the influence of health consciousness on perceived value, the effect of conformity behavior on perceived value, the impact of perceived value on the sense of happiness, and further examines the collective influence of health consciousness, conformity behavior, perceived value, and sense of happiness on the willingness to purchase low-carbohydrate diets.
The research adopts purposive sampling, targeting consumers aged 20 to 65 in Taoyuan City who have purchased low- carbohydrate diets in the post-pandemic era. A total of 291 valid questionnaires were collected. The results indicate that:1. Health consciousness positively influences perceived value. 2. Conformity behavior positively influences perceived value. 3. Perceived value positively affects the sense of happiness. 4. Health consciousn positively influences purchase intention. 5. Perceived value positively influences purchase intention. 6. Sense of happiness positively influences purchase intention. |
