贵州农村妇女铁强化酱油需求及影响因素分析

目的了解贵州农村妇女对于铁缺乏及缺铁性贫血相关知识的认知程度，以及对铁强化酱油和营养知识的需求，探讨影响购买铁强化酱油的因素及社会营销策略。方法采取分层随机抽样相结合方法，对570名妇女进行问卷调查。结合健康行为学理论自行设计结构式问卷；应用通径分析构建铁强化酱油购买意向模型。结果贵州农村妇女对铁缺乏及缺铁性贫血的相关知识了解程度较低，对铁强化酱油了解甚少。购买铁强化酱油意向较强烈，但存在疑虑。铁强化酱油的知识、对铁缺乏及缺铁性贫血易感性和严重性的认知、健康价值观与健康行为认同，食用铁强化酱油的态度与障碍等均直接或间接影响妇女购买铁强化酱油意向。营养信息获得途径以电视和医生等为主。结论应通过电视及医生等渠道大力宣传铁强化酱油，选择适宜当地农村妇女的社会营销策略，增强认知，打消顾虑，促进其购买行为。

Analysis on needs of NaFeEDTA fortified soy sauce and influencing factors among rural women in Guizhou

Objective To know the knowledge level related iron deficiency and anemia among rural women in Guizhou and influencing factors of purchase behavior and social marketing strategies. Methods Stratified sampling and random sampling were adopted together. Questionnaire survey was conducted among 570 rural women. Health behavior theory was adopted to design the constructive questionnaire. Path analysis was used to construct the model of intentions to buy NaFeEDTA fortiffed soy sauce. Results Rural women in Guizhou had a low level about the knowledge of iron deficiency and anemia, and knew less about NaFeEDTA fortified soy sauce. The intentions to buy NaFeEDTA fortified soy sauce were relatively strongly, but there were some worries about it. Many factors influenced the intentions to buy NaFeEDTA fortified soy sauce directly or indirectly such as knowledge about the soy sauce, perceived susceptibility and severity on iron deficiency and anemia, health values, emotions, attitudes and barriers to eat the soy sauce. People got information about nutrition mainly from TV and doctors. Conclusion NaFeEDTA fortified soy sauce should be strongly propagandized by means of TV and doctors. Suitable social marketing intervention strategies to local women should be chosen to improve their perceptions, to release their worries and to promote their purchase behaviors.