銀髮族於廣播媒體購買保健品之行為分析─延伸計劃行為理論之觀點

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题名:	銀髮族於廣播媒體購買保健品之行為分析─延伸計劃行為理論之觀點
其它题名:	Predicting Media Buying Behavior of Taiwan Senior Citizen in Health Supplement - From an Extended Theory of Planned Behavior Perspective
作者:	吳佳倩 Chia-Chien Wu
贡献者:	陳靜瑜 Chen, Jing-Yu 高階經營管理碩士在職專班
关键词:	節目依附關係;計劃行為理論(TPB);理性行為理論(TRA);廣播媒體購買保健品;寂寞感;自覺健康狀況 Attachment of program theory;Theory of Planned Behavior (TPB);Theory of Reasoned Action (TRA);Buying health supplement from media;Loneliness;Perceived health status
日期:	2014
上传时间:	2015-03-23T07:16:40Z (UTC)
摘要:	本研究探討有四個目的，第一是探討為何銀髮族喜歡於廣播媒體購買保健品。第二是節目與銀髮族之間是建立何種關係。第三是探討寂寞感是否影響銀髮族之行為態度。最後一個目的是探討銀髮族之自覺健康狀況是否影響其行為態度，並且延伸計劃行為理論之觀點作行為分析。本研究採問卷調查法，以中部地區街頭、市場、公園或老人集會地點65歲以上之銀髮族為樣本。有效回收樣本共計100份，並使用普通最小平方法（OLS）進行迴歸分析。研究結果顯示：節目的依附關係與銀髮族的態度有正相關。而銀髮族的態度與購買意圖也有正向的關係。本研究提出理論與管理實務上的意涵及研究限制，並對未來的研究方向提出進一步的建議。 This study has four purposes. The first is why the senior citizen likes to buy the health supplement from media. The second purpose is to examine what the media program relationship with the senior citizen. The third purpose is to examine whether loneliness influences the senior citizen attitude. The final purpose is to examine whether perceived health status influences the senior citizen attitude. Data 100 people almost collected from the street, market, park or the senior citizen rendezvous of the central section in Taiwan. Using ordinary least squares (OLS) regression analyses, results show that attachment of program has a positive on the senior citizen attitude, and that the senior citizen attitude has a positive on behavior intention. Finally, the limitations of the study and implications of its findings are discussed.
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