| Summary: | 碩士 === 國立臺南大學 === 經營與管理學系科技管理碩士在職專班 === 105 === This study explores the relationship between perceived value and purchase intention of silver-haired family's purchase of health food. And in the gender, age and education level of the degree of involvement, perceived value of the difference will have an impact on the purchase intention. In this study, we sampled the questionnaire, and the sample was limited to silver-haired people aged over 65 in the G. village, Yongkang District, Tainan City. A questionnaire interview was conducted one for one from August 2016 to February 2017. There were 12 respondents who were reluctant to interview, valid questionnaires were 158 and valid questionnaires were 100%. In this study, the reliability and validity of PLS factor analysis and single factor variance analysis were used to determine whether there were significant differences among the different variants, and then the regression analysis was used to verify the hypothesis.
The results of this study are as follows:
1. Senior citizens who buy health food involved in the degree of purchase has a significant positive relationship.
2. Senior citizens who buy health food perceived value and purchase intention has a significant positive relationship.
3. Senior citizens who buy health food perceived value and degree of involvement has a significant positive relationship.
Finally, some suggestions this study provided to senior citizens and industry.
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