A Study of Consumer’s Perception on the Certification for Health Food, Involvement, and Purchasing Intention

• Main Authors: Shu-Pi Hsu, 許淑碧
• Other Authors: Biing-Wen Huang
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/79sa73

碩士 === 國立中興大學 === 農業企業經營管理碩士在職專班 === 106 === Due to the fact that our citizens put more and more emphasis on health, a new industry, health food, has come into being with the rapid change of the society. Under the circumstances that the global economy and the number of population are skyrocketing, the discussion of health has become inevitable in preventive healthcare, and this is also why many countries have laid down regulations in order that the governments can arouse the awareness of the consciousness of health food and deduct the expense of medical care of the country. It has been the 19th year since the Health Food Control Act was legislated in our country; however, whether consumers have acknowledgement and confidence in the certification of health food, unlike the verifying system in some corporations, remains unknown. Also, few scholars have put a probe into research in consumers’ cognition on the certification of health food, how well they are aware of it, how much they are involved in it, and whether this would have an impact on their willingness to purchase; as a consequence, it is an issue worth investigating. This research explored the correlation between consumers’ cognition on the certification of health food, how much they are involved in it, and their willingness to purchase by utilizing S-O-R Model. The results contribute to the harmony in the relation between the promotion of health food from Industry, Official, and University and consumers’ demand. The research was conducted by using Internet questionnaire in the way of convenience sampling. A total of 428 questionnaires were collected, and among them, 424 valid ones were selected and analyzed with t-test, one-way ANOVA, Pearson product-moment correlation and path analysis by using SPSS software. The research has discovered that consumers lay relatively higher stress on the verification of food safety than on the certification of health food. Furthermore, consumers’ cognition on health food has an effect on how much they are involved in it, and it has a positive influence on them. Their involvement in the certification of health food is, without a doubt, a contributing factor to their willingness to purchase. Accordingly, we can come to a conclusion that consumers will have higher willingness to purchase health food if we help develop their cognition and involvement in the certification of health food.