| Summary: | 碩士 === 國立中興大學 === 生物產業管理研究所 === 105 === The pursuit of beauty is getting popular for modern people, not only applying to cosmetics but also to diet to maintain their appearance. In the process of human development, the adolescent pay much more attention to appearance than those of other periods. Therefore, this study took the university students of Taichung city as the target to examine the effects of lifestyle patterns, behavioral attitudes, subjective norms and perceived behavior control on purchase intention of beauty-oriented foods with respect to dietary supplements and fresh fruits and vegetables.
To obtain empirical data, a questionnaire survey was conducted to investigate 604 university students across four universities of Taichung City. The main analysis results are as follows:
First, factor analysis was employed to extract 6 dimensions of lifestyle. The 6 dimensions were named respectively “pinch pennies” , “media manipulation”, “lack of patience” , “deliberate practices” , “LOHAS leisure” , and “novelty pursuit”.
Second, in terms of the influential factors of fresh fruits and vegetables of beauty-oriented food, it is found that “pinch pennies” and “lack of patience” lifestyles, behavioral attitudes, subjective norms and perceived behavior control significantly affect respondents’ purchase intention.
Third, regarding the influential factors of dietary supplement of beauty-oriented food, “lack of patience” , “LOHAS leisure” lifestyles, behavioral attitudes, subjective norms were found to affect university students’ purchase intention.
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