The effect of Lifestyle, Product knowledge and Purchasing Intention-the study of healthy food

• Main Authors: Tzu-Cheng Chang, 張子政
• Other Authors: Tai-Ning Yang
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/75513883206905854002

碩士 === 中國文化大學 === 國際企業管理研究所 === 97 === With change of time, more and more consumers buying products diversification, there are many studies on the impact of consumer purchasing intention factors, and the product knowledge and lifestyle are one of the important factors to affect consumer’s willingness to buy. Lifestyle is one of the ways to classify population and with the dif-ferent ethnic, there will be different purchasing intention. A large number of documents support lifestyle and product knowledge respectively effected willingness to buy. When mentioning product knowledge on the life style and purchasing intention effect, there were less one to study it. This study on healthy product knowledge of the lifestyles of the interference effect of the purchasing intension, and look forward to the practical contribution. At first, we use factor analysis and cluster analysis divided people into five group lifestyle, and continued use two-way ANOVA analysis. Results showed that not only the different patterns of lifestyle and product knowledge would influence purchasing in-tension, but also product knowledge would be the interference variable between life-style and purchasing intension. The result showed that, the fashionable people purchas-ing intension is the highest when lack of product knowledge, on the other hand, the knowledgeable purchasing intension would be the highest when having product knowl-edge.