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

打开文本图片集

中图分类号：TP393 文献标志码：A 文章编号：2095-2945（2025）31-0076-

Abstract：Inorder todeeplyexplorethe keyfactorsthat influenceconsumers tochoseemerging healthproducts，an expansionpathisbuiltbasedontheUTAUT2model，introducingtwoexogenousvariables：healthanxietyandhealthvalue perception，andformingastructuralmodelthatadaptstothecontextofhealth product decision-making.Thestudyused structuralequationmodelingmethodtoconductpathanalysisoncolectedquestionnairedatatoidentifysignificantfactorsthat affectchoicewilingnessandusebehavior.Theresultsshowthatvariablessuchasperformanceexpectationsandhedonistic motivations，socialinfluenceandperceptionofhealthvaluehavesignificantpositiveefectsonbehavioralintentions，health anxietyhasanindirectefectbasedonperceptionof healthvalue，andpricevalueplaysamoderatingroleinsomepaths.The researchresultsprovidetheoreticalbasisandpracticalreferenceforprecisemarketing，userhierarchicaloperationandproduct design optimization of emerging health products.

Keywords：UTAUT2model;emerginghealthproduct;behavioralintention；structuralequationmodel;influencingfactor analysis

近年来，随着全民健康理念持续深化与数字科技快速发展，新兴类健康产品在消费市场中呈现出快速增长态势，涵盖智能可穿戴设备和功能型营养补充品以及健康监测服务等多元形态，消费者在面对健康信息泛化和产品选择多样化的情境下，其购买行为逐渐受到多重心理与社会因素的综合影响。（剩余6815字）