The Relationship among Product Knowledge, Reference Groups, and Purchase Behavior toward Medicinal Plant Health Foods

• Main Authors: Jyun-Hao Luo, 羅竣豪
• Other Authors: Shih-Jui Tung
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/5mbj72

碩士 === 國立中興大學 === 生物產業管理研究所 === 101 === In recent years, the consumption of medicinal plant health foods is increasing either in amount or diversity attributed to their functions of health maintenance and health improvement. This study is aimed to explore consumer’s purchasing behavior of medicinal plant health foods and the influences of respondents’ product knowledge and reference groups. This study used systematic sampling and quota sampling method, to recruit 260 consumer’s by interviewing at three hypermarkets in Taichung city. A multiple hierarchical regression analysis was employed to obtain the main results as follows: 1.In terms of medicinal plants health foods purchasing preference, the majority of respondents prefer oat products with function of “lipid-lowering efficacy”. The second and third preference is chewing gum products with “dental care efficacy”, and drinks with “immunomodulatory efficacy”function. 2.In terms of purchasing frequency, most of the product purchasing frequency is ranging from once a month to half a year. In terms of purchasing monetary amount, “protecting liver function” products owns the highest average annual purchasing amount, followed by “anti-fatigue function” products and “dental care efficacy” products. 3.In terms of purchasing motivation, “personal health factors” is the main reason for most of the respondents in buying medicinal plants health foods. Most of the respondents favor “improving gastrointestinal function” products. Besides, large part of respondents purchase products for his own usage. 4.The multiple hierarchical regression analysis showed that “subjective knowledge”, “objective knowledge”, “informational influence” , “value-expressive influence” and occupation present significant influences on medicinal plants health foods purchasing behavior.