从行为理论探讨消费者对芳香精油之认知与行为模式.pdfVIP

經營管理論叢 第一屆管理與決策2005 年學術研討會特刊 第 149-163 頁 從行為理論探討消費者對芳香精油之認知與行為模式 An Empirical Study of Consumer Acceptance of Essentials Oils 張淑敏1 摘要 隨著高齡化社會的來臨，養生與保健觀念愈來愈受到人們的重視，例如養生氣功、 斷食排毒、生機飲食、健康食品等。而具有千年歷史的芳香療法，也在這一波養生保健 風潮中再次雲踴。所謂芳香療法乃是使用精油，透過薰香、按摩、或入浴等方法，使身 心感到舒適，進而對生理、心理產生作用和影響。本計畫嘗試以理性行為理論(TRA)及 科技接受模式(TAM)之構面，來分析一般社會大眾對於芳香精油之認知與行為模式。除 此之外，對於芳香精油之使用者及非使用者，是否在某些生活習慣上，具有顯著差異， 以及個人基本屬性之不同，是否也對使用精油產生影響。研究結果發現：1. 消費者對 於芳香精油之認知與行為是符合 TRA 及 TAM 模式的，不僅配適性良好，所有路徑亦 均具有顯著性；2. 對於芳香精油之使用者與未使用者兩個族群而言，在某些生活習慣 上是具有顯著差異的，例如：吸煙、飲酒，以及偏好民俗療法與健康食品方面。由於過 去對精油使用之研究均偏重在輔助醫療的效用上，因此，本研究之結果，除了可作為精 油業者在開發一般大眾市場時之依據外，在後續研究方面，亦可作為分析消費者行為或 擬訂行銷策略時之參考資訊。 關鍵詞：精油、芳香療法、理性行為理論、科技接受模式 Abstract For elderly age coming, it is important to maintain a positive mood for enhancement of psychological well-being and physical healthy. Recently, use of non-drug therapy such as complementary therapy has increased. Literature reveals that aromatherapy can be useful as an adjunct to traditional medical therapies in the areas of pain, dementia, skin care, anxiety, nausea, infection control, relaxation, and generalized well-being. Due to these phenomena, this study tried to analyze consumer perception and usage behavior of the essential oils using the Theory of Reasoned Action (TRA) and Technology Acceptance Model (TAM). Additionally, the differences in personal attributes and habits between users and nonusers were also discussed in the study. According to the findings of the study, consumer perception and usage behavior of essential oils and research model based on TRA and TAM fitted well, and all paths proposed by this study were significant. Besides, significant differences were found in some habits between users and nonusers, such as smoking and