Research on the Adoption Intention Regarding Health Food

• Main Authors: Ching-Feng Chen, 陳慶峰
• Other Authors: Shuei-Shen Liu
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/58410289555202583881

碩士 === 銘傳大學 === 管理學院高階經理碩士學程 === 100 === In recent years, the phenomenon of declining birth rates has gradually led to population ageing in our society. Together with increased GDP and raised awareness of preventive medicine and health maintenance, as well as the trends of an ageing society and ever-rising frequency of diseases of civilization, not only has preservation of good health become a hot topic these days. This research focuses on the study and analysis of the adoption intention of consumers regarding health food, a total of 427 questionnaires were distributed for this research, 352 of which are considered valid. Through the use of regressive analysis, it probes into the relationship between such variables as health status, drug usage experience, diet therapy value, health consciousness, perceived usefulness, perceived ease of use, perceived compatibility, etc. and the adoption intention of consumers regarding health food. On top of that, logistic regression method is adopted in analyzing the relationship between demographic statistical variables and the adoption intention regarding health food. This research has found that: 1. As far as health food is concerned, more perceived usefulness , compatibility and drug usage experience seem to influence the adoption rate. 2. Noticeable differences exist between demographic statistical variables and adoption intention in respect of health food. 3. Unmarried persons, elderly persons are both important group of health food adopters. 4. The lower a person’s education level, the higher his/her adoption intention towards health food. 5. The lower a family’s disposable income, the higher its adoption intention towards health food.