健康認知及自我形象對體重控制意願及願付價值之影響

Abstract

本研究結合效用理論與社會心理學的計畫行為理論做為概念架構，建構可反應行為態度、社會主觀規範及察覺行為控制等三個影響面向的體重控制意願模型，其中用於詮釋行為態度、社會主觀規範及察覺行為控制面向之解釋變數，分別為健康認知、自我形象及肥胖情況。藉由體重控制意願模型，可分析來自不同面向的因素對體重控制意願的影響，並可估算受訪者對參與特定減重方案的平均願付價值。本研究所提供的假設市場財貨為「服藥加運動」及「單純服藥」兩種特定內容的減重方案，並以條件評估法估算受訪者對參與上述兩種減重方案之平均願付價值。進而，在不同的健康認知、自我形象及肥胖情況分類下，本研究分別估算各類型受訪者對「服藥加運動」及「單純服藥」兩種特定減重方案的平均願付價值。 實證結果顯示，健康認知、自我形象及肥胖對體重控制意願有顯著影響，其中，又以健康認知及自我形象之效果最為顯著。就兩種體重控制方案之願付價值觀之，每人每年對「服藥加運動」減重方案的平均願付價值為新台幣7,575 元，對「單純服藥」減重案之平均願付價值則為新台幣6,452 元。此外，描述行為態度面向的健康認知對減重方案的願付價值亦有顯著影響。研究結果支持對肥胖危害的健康認知程度越高時，將使受訪者對參與「服藥加運動」及「單純服藥」兩種特 定減重方案之平均願付價值增加。由此可知，透過肥胖的相關危害訊息之宣導，可促使個人進行體重管理。

The purpose of this paper is firstly to construct a utility conceptual framework along with theory of planned behavior to reflect the dimensions of attitude, subjective norms, and perceived behavioral control for a weight control intention model. The dimensions of attitude, subjective norms, and perceived behavioral control are specifically reflected by the variable of health perception, self-image, and obesity. The model is then able to analyze the factors that impact the weight control intention and estimate the willingness to pay for joining the specific weight control programs. There are two weight control programs proposed for the respondents, one is the “weight loss treatment with medication along with exercise” and the other is the “weight loss treatment with medication only” by contingent valuation method. The average willing to pay for each program will be estimated and computed. Secondly, the average willingness to pay for different classification of the people with different health perception, self-image, and obesity are then computed. The results show that the variables for health perception, self-image, and obesity do have significant impacts on weight control. Among these, the health perception and self-image are founded to be the most significant. As regard to the willingness to pay for the weight control programs, people are willing to pay NTD 7,575 per capita annually for the program of “weight loss treatment with medication along with exercise” and NTD 6,452 per capita annually for the program of “weight loss treatment with medication only.” In addition, the health perception with dimension of attitude weight control also has significant influences on the willingness to pay. It represents that the people with high health perception for obesity will also increase the willingness of pay for the proposed weight control programs in this study. As a result, the delivering the information regarding the obesity will urge people to manage their weight control.