A Study on Consumer Behavior of Functional Food:An Example of Functional Food in Taiwan

• Main Authors: Ming-Jen Chiu, 邱明仁
• Other Authors: Dungchun Tsai
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/58684719221599143445

碩士 === 國立成功大學 === 高階管理碩士在職專班 === 95 === Functional food, with special functions and good to specific population, is getting popular, and is a growing category in healthy food market and possesses high business potentiality. Because of product’s image, customers are willing to purchase and use although they do no have professional knowledge related to functional food. Therefore, it will have an important influence on setting marketing strategy if marketers can perceive what customers are thinking. The purpose of this research is to study the effects of nutrition information and health claims of product labeling on three variables, including hope, perceived value and perceived risk, and also to study the relation of the three variables and usage behavior. Moreover, the relation of usage behavior、customers’ satisfaction and repurchase intensity will be also discussed. In this research, 250 questionnaires were passed out to each 3 selected functional products and data were collected from 662 effective questionnaires and were statistic analyzed. The results of this research are as following: 1.Nutritional information and health claim have positive effects on hope and perceived value but have no obvious effects on perceived risk. 2.Usage frequency can be enhanced positively by hope and be affected negatively by psychological perceived risk. 3.Customer satisfaction can be enhanced positively by usage frequency. And the higher satisfaction the customers have, the higher repurchase intensity they have. 4.Customers, with higher hope, have higher customer satisfaction and repurchase intensity.