贵州妇女铁强化酱油购买意向的影响因素

来源 :中国心理卫生杂志 | 被引量 : 0次 | 上传用户:vin0726
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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.
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