科技创新与应用2025，Vol.15Issue(31)：76-80,5.DOI:10.19981/j.CN23-1581/G3.2025.31.017
基于UTAUT2模型的新兴类健康产品选择意愿及其影响因素研究
摘要
Abstract
In order to deeply explore the key factors that influence consumers to choose emerging health products,an expansion path is built based on the UTAUT2 model,introducing two exogenous variables:health anxiety and health value perception,and forming a structural model that adapts to the context of health product decision-making.The study used structural equation modeling method to conduct path analysis on collected questionnaire data to identify significant factors that affect choice willingness and use behavior.The results show that variables such as performance expectations and hedonistic motivations,social influence and perception of health value have significant positive effects on behavioral intentions,health anxiety has an indirect effect based on perception of health value,and price value plays a moderating role in some paths.The research results provide theoretical basis and practical reference for precise marketing,user hierarchical operation and product design optimization of emerging health products.关键词
UTAUT2模型/新兴健康产品/行为意图/结构方程模型/影响因素分析Key words
UTAUT2 model/emerging health product/behavioral intention/structural equation model/influencing factor analysis分类
计算机与自动化引用本文复制引用
黄沛孝,倪子粤,董柏呈,郗晨慧,梁咏琪,刘奕彤,周碧玉,唐悦..基于UTAUT2模型的新兴类健康产品选择意愿及其影响因素研究[J].科技创新与应用,2025,15(31):76-80,5.基金项目
省级指导项目大学生创新创业训练计划项目(S202410212101,主持人黄沛孝) （S202410212101,主持人黄沛孝）
