Determinants of Repurchasing Health Foods for Improving Gastrointestinal Tract Functions

• Main Authors: Chien-Yu Wei, 魏建榆
• Other Authors: Bi-Kun Tsai
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/aqs333

碩士 === 國立中興大學 === 生物產業管理研究所 === 106 === Healthy foods have health benefits. Eating healthy foods can effectively help the body maintain health. Therefore, purchasing healthy foods can be regarded as a preventive health behavior. In the studies, it is common to use the health belief model (HBM) as a framework for studying preventive health behaviors. However, some relevant literature points out that if it is used in combination with other theories, it will be more effective in understanding the factors which influence preventive health behaviors. Thus, this study aims to understand the consumers’ repurchase behaviors of improving gastrointestinal healthy foods through the health belief model supplemented with perceived health status and perceived behavioral control. The respondents were selected by who had the experience about purchasing improving gastrointestinal healthy foods. There are 682 valid questionnaires collected by online survey which were analyzed by SEM. The analysis results showed that: First, the perceived health status affected repurchase intention positively. Second, the perceived susceptibility affected repurchase intention positively. Third, the perceived seriousness affected repurchase intention positively. Fourth, the perceived benefits of action affected repurchase intention positively. Fifth, the perceived barriers of action affected repurchase intention negatively. Sixth, the perceived behavioral control affected repurchase intention positively. Seventh, the repurchase intention affected repurchase behavior positively. In past years, there were few studies to research on gastrointestinal-improving healthy foods, so it could be considered as the academic contribution.To management, this study finds the perceived health status will positively affect the repurchase intentions which could be used as the basis for the relevant industry marketing strategy.