基于计划行为理论的中老年人保健品购买意向影响因素实证研究

Influencing Factors in Purchase Intention of Dietary Supplements among the Middle-aged and Elderly: an Empirical Study based on the Theory of Planned Behaviour

目的:为了解中老年人保健品购买意向,合理引导中老年人保健品的购买行为。方法:基于计划行为理论构建了中老年人保健品购买意向模型,2018年1~3月通过问卷星进行调查,采用便利抽样法共收集有效问卷237份,利用SPSS 19.0软件对问卷进行信度分析后,用AMOS 17.0软件对问卷进行验证性因素分析,最后进行结构方程建模,对相关假设进行检验。结果与结论:计划行为理论能很好地解释中老年人保健品购买意向。中老年人保健品购买的行为态度、主观规范对其保健品购买意向有明显的正向影响,知觉行为控制的影响无统计学意义,但其直接影响其购买行为,购买意向明显影响其购买行为。中老年人保健品购买的行为态度、主观规范、知觉行为控制之间有明显的相关关系。

Objective: To understand the purchase intention of dietary supplements among the middle-aged and elderly and guide their purchase.Methods: Based on the theory of planned behavior,the intention model was proposed for purchase of dietary supplements among the middle-aged and elderly.From January to March 2018,a survey was conducted through the network.A total of 237 valid questionnaires were collected by convenient sampling method,and the reliability analysis was conducted using SPSS 19.0 software.Validation factor analysis,structural equation modeling and hypothesis testing were performed on the questionnaire using AMOS 17.0 software.Results and Conclusion: The theory of planned behavior can well explain the purchase intention of supplements among the middle-aged and elderly citizens.The behavioral attitudes and subjective norms have a significant positive impact on the purchase intention of supplements.The perceived behavioral control is not significantly effective,while it directly affects the purchasing behavior.The purchase intention has a significant effect on the purchase behavior.Significant correlation is exhibited among behavioral attitudes,subjective norms and perceived behavioral control.