The influences of Perceived Health Status and Health Concepts on Perceived Value of Health Juice and Willingness to Pay：A case of Koahsiung City

• Main Authors: Szu-Han Huang, 黃思瀚
• Other Authors: Shu-Fang Liu
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/63715648412264955878

碩士 === 國立高雄應用科技大學 === 商務經營研究所 === 96 === In Taiwan, fresh fruits squeezed business has been existed for a long time. Primitively, fresh fruits squeezed shops were located in traditional market or night market as common product and no distinguishing characteristic. Therefore, the competitiveness of prices was weak, and it was easy became a kind of price beating down competition. Nowadays, the conception of keeping our body in good health is becoming popular and respected. It makes health relative industry developed. As examples, people go to do Yoga, do exercise in body-building squares, go to health-preserving medicinal cuisine restaurants, and go to leisure farms, etc. These activities are focus on heath-preserving and catch consumers’ eyes. Consumers’ conscious care about heath-care brings a good opportunity for traditional fresh fruits squeezed shops. This study is focus on the relations with consumers perceived health status, health conception and perceived value of Kaohsiung City consumers. Meanwhile, the correlation between perceived value and willingness to pay is analyzed. Entirely, the relation of perceived health status and perceived value is negative. It means that while consumers’ health situations are not well, they prefer drink fresh juices to advance health. Thus, they have higher cognition of perceived value. On the other hand, higher health conception will provide higher perceived value. According to this research, higher perceived value means higher willingness to pay. Therefore, while a company promotes new health products and makes marketing plans, base on the market compartment, making health conception in the plans properly is a good reference of fixed prices.