A Study of Continuance Intention in Meal Replacement

• Main Authors: Lan-Hsin Hsu, 許藍心
• Other Authors: Kun-Shan Wu
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/92173929158927320614

碩士 === 淡江大學 === 企業管理學系碩士班 === 100 === In the recent years fashion world conveys to the public the message that thin is beauty or bony means pretty. Commercial advertisements, TVs and magazines publicize thinness is something beauty. Therefore, slim body gradually becomes a kind of fashion trend. About obesity, the public have more negative opinions for fat persons not only their appearance but also awkward movements. The most important things is that obesity will cause healthy problem. Now, the general atmospheres focus on pursuing ”size zero model” or “skinny”; therefore , the diet food market will be in a vigorous growth. Meal replacement can not only provide enough nutrition for people who want to lose weight but can effectively control calories to get the goal of losing weight. Besides, eating meal replacement is quite convenient that comes up to busy lifestyle of modern people. The key factors for a meal replacement manufacture to obtain the market are to knowing the consumer’s need well, increasing their satisfaction and arousing their repurchasing intention. The main purposes of this study based on the Expectation Confirmation Theory (ECT) and Theory of Planned Behavior, (TPB), examine the relationships among perceived behavior control, subject norm, perceived usefulness, expectation confirmation, satisfaction, continuance intention and recommendation intention. This research according to its theoretical foundation, then set up structure and hypotheses.234 effective sample were collected, By SPSS19.0 and VisualPLS 1.04b1 statistics software were used to analyze data and verify the hypotheses, the findings as follows: 1. Perceived behavior control has significant effect on perceived usefulness; subjective norm has not significant effect on perceived usefulness. 2. Expectation confirmation has significant effect on perceived usefulness and satisfaction. 3. Perceived Usefulness has significant positively effect on satisfaction and continuance intention. 4. Perceived Usefulness has significant positively effect on continuance intention and recommendation intention. Finally, according to the empirical results, proposed several managerial implementations and suggestions for future research directions.