A Study on Purchase Intention Related to User's Perception with Health Food

• Main Authors: Ya-Hui Hsu, 許雅惠
• Other Authors: Hong-Tu Liaw
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/05698277171949380836

碩士 === 世新大學 === 資訊管理學研究所(含碩專班) === 103 === The primary purpose of the study is to investigate fundamental factor that motivate consumers to purchase dietary supplement, which are perceived quality, perceived value, intellectual capital, product involvement, and purchase intention. The survey, based on Taiwan Main Island, contains two parts, pilot survey and main survey. Thirty-three pilot survey sheets were given out. Despite the two ineffective survey sheets, thirty-one test sheets were effective; total recovery rate was 93.93 percent, every test sheet was given reliability analysis. Total 278 main survey sheets were retrieved, the number contained 23 ineffective sheets and 255 effective sheets. Effective sheets recovery rate is 91.72 percent.SPSS analysis method was applied on the recovered survey to empirical analysis.The following is the result of the analysis: Perceived value and intellectual capital both have positive effect on consumer’s willingness of purchasing dietary supplement. Among all occupancies, civil servants value perceived value the most. Consumers actively involve into product related information and the interaction between producer and consumers can further assist the consumers making their decision of purchasing the product. The study result allows the producers to access, in order to learn, the fundamental factors that motivates the consumers to purchase dietary supplement. Furthermore, the study result can be used as an example for marketing.