國立高雄大學圖資館 |

探討養生食品消費者購買意圖之研究 = A Study on Purchase Intention of Health Food Consumer

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	A Study on Purchase Intention of Health Food Consumer
作者:	邱秀珠,
其他團體作者:	國立高雄大學
出版地:	[高雄市]
出版者:	撰者;
出版年:	2012[民101]
面頁冊數:	77面圖，表格 : 30公分;
標題:	養生食品
標題:	Purchase intention
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/58413769997217977884
附註:	參考書目：面52-63
附註:	附錄：1.正式調查問卷；2.因素負荷量
摘要註:	來自全球的競爭壓力及經濟市場環境變動帶來的機會與威脅，再加上未來為高齡化社會，帶來許多商機，健康老化產業（健康及養生食品、休閒運動）正是受惠者之一。此產業在2010 年市場規模達到915億元，未來市場將持續成長，本研究希望藉由產品特性、知覺利益、知覺風險觀點探討影響養生食品購買的因素。本研究針對台灣南部民眾發放問卷，回收220份有效問卷，分析結果顯示產品資訊價值、營養價值、口碑、通路形象對知覺利益有正向影響，並進而影響消費者態度與購買意願。因此當消費者對上述四項變數有高度認同時，會產生正面利益感受，形成正面的態度與提高購買意願。而產品資訊價值、營養價值、通路形象會負向影響知覺風險，而知覺風險會降低消費者的正向態度及購買意願。因此當消費者認為產品資訊價值、營養價值、通路形象較佳時，具會降低其風險感受，並形成較正面的態度與購買意願。此外，本研究的涉入程度之調節效果均不顯著。最後，本研究針對研究結果提出實務和理論上的建議。 The pressure of global competition, the opportunities and threats from the changes in the economic market circumstances and the coming aging population society could bring a huge commercial potential, for example, the Healthy Aging business (the health and wellbeing food and the recreational sports), etc. In 2010, this industry had reached 91.5 billion dollars, and the market in the future days will keep getting raising. Therefore, this study intends to investigate the determinants of health food purchase from the perspective of product characteristics, perceived benefit and perceived risk. According to the 220 valid response questionnaires, which are aimed at the people in southern Taiwan, the result shows that the product information value, the nutritional value, the word-of-mouth and the image of the marketing channel have positive effects on the perceived benefits and then affect the consumers’ attitude and the purchasing intention. Thus, only when the consumers highly degree with the four variables mentioned above, the positive perceived benefits occur and form a positive attitude and increase the purchase intention. However, the product information value, the nutritional value and the image of the marketing channel affect the perceived risk negatively, which will reduce the consumers’ favorable attitude and the purchasing intention. Therefore, when the consumers believe that the product information value, the nutritional value and the image of the marketing channel are good, the perceived risk reduces and the purchasing intention and attitude positively occur. In addition, the moderating effect of the involvement in the study is not significant. Finally, according to the result of the study, the practical and the theoretical implications will be offered as reference.

探討養生食品消費者購買意圖之研究 = A Study on Purchase Intention of Health Food Consumer
邱, 秀珠

探討養生食品消費者購買意圖之研究 = A Study on Purchase Intention of Health Food Consumer / 邱秀珠撰 - [高雄市] : 撰者, 2012[民101]. - 77面 ; 圖，表格 ; 30公分.
參考書目：面52-63附錄：1.正式調查問卷；2.因素負荷量.
養生食品Purchase intention

探討養生食品消費者購買意圖之研究 = A Study on Purchase Intention of Health Food Consumer
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