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|Other Titles: ||Consumer health consciousness and purchase intention to health food|
|Authors: ||郭馨蕍;Kuo, Hsin-Yu|
李培齊;Chi, Lii Pei
|Keywords: ||健康食品;食品標章;購買意願;健康意識;品牌忠誠度;Dietary Supplements;Good Manufacturing Process;Purchase Intention;Consciousness Awareness to Health;Brand Loyalty|
|Issue Date: ||2014-01-23 13:51:22 (UTC+8)|
With the advancement of technology and the improvement of medical care, the life expectancy of our nation is prolonged. In addition, due to the low birth rate, the problem of population aging is getting worse. Hence, the conscious of being healthy and health care are getting more and more attention than ever before. The demand for food has evolved from satisfying the basic need to eating well and eating healthy. Dietary supplement has become one of the fast growing products in the food industry; it is also a world phenomenon. This study is developed hypotheses based on consumers’ willingness to purchase dietary supplements and the consumption characteristics for these dietary supplements..
Hypothesis 1：Consumers’ age would moderate the relationship between the effects of dietary supplements and purchase intention.
Hypothesis 2：Education would moderate the relationship between consumers’ consciousness toward health and the purchase intention to dietary supplements.
Hypothesis 3：Education would moderate the relationship between consumers’ awareness of dietary supplements and purchase intention.
Hypothesis 4: Having health food certificate would moderate for the relationship between product loyalty and purchase intention to dietary supplements.
This thesis employs questionnaires design to collect data. There are 190 valid responses out of 253 questionnaires distributed. The overall response rate is 75%. A descriptive analysis, reliability analysis, ANOVA, and regression analysis are applied to test the hypotheses. The results show that the relationship between age and purchase intention is significant. However, the second hypothesis is not supported; the third and fourth hypotheses are supported.
75% of the respondents have experiences of consuming dietary supplements which indicates that dietary supplements have become a necessity in daily life. Recently, mad cow disease, dead sick pigs, chicken influenza and the incident of toxic starch happened frequently. Therefore, this study not only proposes four suggestion to manufactures of dietary supplements but also shows the relationship product safety and consumers‘ purchase intention. It shows that brand loyalty has certain influence on consumers’ purchase intention. Consequently, it is suggested that manufactures of dietary supplements should keep improving the quality of their products while expanding their market share. Developing appropriate business and product-development strategies, integrating supply chain management, and promoting product uniqueness are some feasible ways to maintain brand image and the key to further success.
|Appears in Collections:||[管理科學學系暨研究所] 學位論文|
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