贵州妇女铁强化酱油购买意向的影响因素

Influencing Factors of NaFeEDTA Fortified Soy Sauce Consumption Intention among Women in Guizhou

目的:分析影响贵州妇女铁强化酱油(铁酱油)购买意向的因素,探讨可能的干预策略。方法:采取分层随机抽样方法,对636名农村妇女、454名城市妇女进行问卷调查。综合应用健康信念模式、计划行为理论自行设计结构式问卷;应用通径分析构建铁酱油购买意向模型。结果:购买意向的变异可以通过通径模型(模型拟合优度0.99)解释,农村模型解释35%,城市模型解释55%。铁酱油相关知识直接并间接影响购买意向(对行为意向的总效应:农村0.151,城市0.368);对铁缺乏及缺铁性贫血易感性和严重性的认知、健康价值观通过健康行为认同(农村0.176,城市0.354)和对行为的态度(农村0.161,城市0.091)影响购买意向,外部提示因素对行为意向的作用也较强(农村0.372,城市0.337),控制信念的作用较弱(农村0.086,城市0.108)。结论:综合应用健康信念模式、计划行为理论可以解释影响贵州妇女铁酱油购买意向的因素。营养教育应该强调行为态度和认同,并增强居民铁酱油的相关知识和对铁缺乏、缺铁性贫血易感性和严重性的认知,以打消其顾虑,促进其购买行为。

Objective： To identify variables that significantly predict the intention of NaFeEDTA fortified soy sauce （FeSS） consumption and to develop feasible intervention strategies. Methods： Stratified sampling and random sampling were adopted together. 636 women from rural areas and 454 from urban areas completed eligible questionnaires. Theory of Planned Behavior （ TPB ） and Health Belief Model （ HBM ） were adopted to design the constructive questionnaire. Path analysis was used to construct the model of intentions to buy FeSS. Results： The model explained 35% （the rural model, RM） or 55% （the urban model, UM） of the variance of behavioral intention. FeSS knowledge directly and indirectly affected the intention to buy FeSS （ the total effect on the intention, 0. 151 in RM, 0. 368 in UM ） . And the behavioral intention was also impacted by women~ health value and cognition on perceived susceptibility and perceived severity of iron deficiency anemia （IDA） through the behavior identity （0. 176 in RM, 0. 354 in UM） and attitudes towards behavior （0. 161 in RM, 0. 091 in UM） . Cues, as an external factor, much affected the intention （0. 372 in RM, 0. 337 in UM ） . The external control belief was a rather weak factor affecting intention （0. 086 in RM, 0. 108 in UM ） . Conclusion： Integrated TPB and HBM could explain the behavioral intention of FeSS consumption among women in Guizhou. Nutrition education should emphasize behavioral attitudes and identity, and improve knowledge of FeSS and perception of IDA, which may help to remove worries about FeSS.