The impact of health food brand image and purchase experience impact on consumer purchase behavior

• Main Authors: Tien Fu Hsieh, 謝添富
• Other Authors: Yu An Chang
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/56092842205349412532

碩士 === 中州科技大學 === 保健食品系 === 103 === This study aims at exploring the relationship between health food brand and purchase experience to purchase intention. The main purpose of this study was to: (1) Investigate current situation of health food brand, purchase experience and purchase intention. (2) Explore the different influence effect of different variables on the health food brand, purchase experience and purchase intention. (3) Analyze the relationships between health food brand, purchase experience and purchase intention. After collecting and summarizing related literatures, to achieve the above-stated goals, surveys were conducted using purposive sampling. A total of 300 questionnaires were issued and 200 were valid. Descriptive statistics, T Test, one-way ANOVA, Pearson-moment correlation analysis were used to analyze the data. The study results are as the following: (A) Health food brand and purchase experience and purchase intention has effect. (B) Different backgrounds, samples, having differences in health food brand and purchase experience and purchase intention. Finally, based on the study results, the researcher proposes some suggestions for business and the future researchers, hoping to benefit the business in the future. Key word: health food, brand image, purchase experience, purchase intention