基于产品与消费者特征视角的健康科技产品购买意愿研究  

Research on the Purchase Intention of Health-technology Products from the Perspectives of Product and Consumer Characteristics

作　　者：张敏[1] 罗梅芬[1] 聂瑞[1] 

机构地区：[1]武汉大学信息资源研究中心,武汉430072

出　　处：《软科学》2017年第5期94-98,共5页Soft Science

基　　金：国家自然科学基金项目(71203166)

摘　　要：为识别健康科技产品购买意愿的影响因素,通过整合TAM理论、创新扩散理论、大五人格模型和健康信念模型,从产品和消费者特征的视角出发并充分考虑性别和健康信念的调节作用并提出研究假设构建理论模型。以苹果i Watch和小米手环的潜在消费者为研究样本问卷调研获取300份有效问卷,利用SPSS和Smart PLS软件验证假设和模型。结果表明,感知有用性、感知可靠性和消费者创新性均正向影响健康科技产品的购买意愿,其中消费者创新性还会受到外向型人格特质的直接影响;健康信念正向调节感知有用性对购买意愿的影响;性别能调节消费者创新性对购买意愿的影响。To explore factors influencing consumer＇s purchase intention of health-technology products, by integrating TAMtheory, innovation diffusion theory, the big five model and the health belief model, this paper builds hypotheses and con-structs the research model from perspectives of product characteristics and consumer characteristics together with the modera-ting effects of gender and health belief. Candidate customers of iWatch and Mi Band wristband are selected as research sam-pies, 300 questionnaire surveys are acquired and SPSS and SmartPLS are applied to test the hypotheses and model. The re-salts show that perceived usefulness, perceived reliability and consumer innovativeness all positively affect the purchase in-tention of health-technology products and extroversion has a positive impact on consumer innovativeness. What＇s more,health belief moderates the effect of perceived usefulness on purchase intention and gender can moderate the effect of con-sumer innovativeness on purchase intention.

关 键 词：健康科技产品 购买意愿 产品特征 消费者特征 

分 类 号：F713.55[经济管理—市场营销]