Utilizing the Theory of Planned Behavior to StudyConsumer Behavior of Healthy Drink Purchase—Instant Grain and Nut Drinks as an Example
碩士 === 國立成功大學 === 高階管理碩士在職專班(EMBA) === 100 === With the changes on economy and population structure, human beings turn the food requirements from eat full to eat good; from eat exquisite to eat health. The concepts shifted are generally aimed on live longer, live healthier, and avoid the occurrence...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2012
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| Online Access: | http://ndltd.ncl.edu.tw/handle/75212574852724334920 |
| Summary: | 碩士 === 國立成功大學 === 高階管理碩士在職專班(EMBA) === 100 === With the changes on economy and population structure, human beings turn the food requirements from eat full to eat good; from eat exquisite to eat health. The concepts shifted are generally aimed on live longer, live healthier, and avoid the occurrence of civilization illness and the troubles of sickness. In addition, an aging society coming in those developing and developed countries have brought some issues for governments and people to pay attention. The major subjects based on busy and tense life style are how to get psychological well-being and enhance a
healthy living way.
This research is to utilize the Theory of Planned Behavior to study Consumers’Behavior of Healthy Drink Purchase, mainly sampling and focusing on Taiwanese who ever bought instant grain and nut drinks. There are 243 effective questionnaires collected and data was analyzed by using Linear Structural Relation Model through statistic software. The findings are summarized as:
1. Consumers' behavioral belief and outcome evaluation to buy instant grain and nut drinks have a significant positive influence on purchase attitude.
2. Consumers' normative belief and motivation to comply to buy instant grain and nut drinks have a significant positive influence on subjective norm.
3. Consumers' control belief and control power to buy instant grain and nut drinks have a significant positive influence on perceived behavioral control.
4. Consumers' purchase attitude and perceived behavioral control to buy instant grain and nut drinks have a significant positive influence on purchase intention; however, consumers' subjective norm to buy instant
grain and nut drinks has not shown a significant positive influence on purchase intention.
5. Consumers' purchase intention to buy instant grain and nut drinks has a significant positive influence on purchase behavior.
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