| Summary: | 碩士 === 國立高雄應用科技大學 === 國際企業系 === 100 === With an increasing public awareness for healthy diet, lots of products claiming to be natural and healthy have emerged on the market. The manufacturers declare that their products contain neither additives nor preservatives and that, while growing the crops, they don’t use chemicals, to encourage consumers to buy from the major supermarkets, discount stores, to well-known monopoly stores. However, products with health claims are sold at a much higher price than those without such claims. The price differences discourage a majority of consumers from making purchases. How will the products which are labelled with the healthy halo affect purchase behavior with distinct traits？
To investigate the above issue we employ an experimental design to collect data. Among the variables health claim serves as the independent variable and price differences and consumer traits as a moderating variable. The dependent variable is purchase behavior. This study have important conclusions of this study as follows:
1.Health claims enhance consumers’ level of awareness of the product as a whole and hence boosts purchase frequency and intention, as well as the amount of purchase.
2. Without price differences, in terms of purchase frequency and intention, consumers tend to choose products with health claims.
3. Consumers with impulsive trait display higher frequency and intention of purchase on products with health claims.
Key words: Health Claims; Price Differences; Consumer traits; Purchase Behavior.
|
|---|
