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URN etd-0816107-010250 Statistics This thesis had been viewed 4038 times. Download 2977 times. Author Rung-Tseng Ju Author's Email Address No Public. Department Management Business Administration Year 2006 Semester 2 Degree Master Type of Document Master's Thesis Language Chinese&English Page Count 183 Title THE INFLUENCES OF PERCEIVED PRICE AND PRODUCT INFORMATION ON PURCHASE INTENTION OF FUNCTIONAL HEALTH FOODS－WITH HEALTH CONCEPTION AS A MODERATOR Keyword purchase intention. health conception the functional health foods perceived price product information product information perceived price the functional health foods health conception purchase intention. Abstract From the past to nowadays, prolonging one’s life is always a constant ideal. Due to the improvement and the progress of the technologies, people are gradually aware of the importance of keeping oneself healthy. Numerous health-care foods have gradually replaced general food products and become the new favorite in the consumer’s markets. However, many consumers don’t have enough cognition of the health-care foods or the health foods. The narrowly defined “health foods” means those foods have passed the government’s stipulated health foods control act. In order to meet with the consumer’s general cognition and expand the categories of the health foods included, this study focuses on “the functional health foods”.
Since the consumer’s involvement in the functional health foods will influence his/her consumer’s purchase intention. Therefore, this study uses a 2×2×2 between-subjects factorial design to examine the influences of perceived price and product information of the functional health foods on the consumer’s purchase intention across his/her health conception in Study 1 (low involvement) and Study 2 (high involvement) respectively.
The results of this study indicate that (1) there is a significant difference between high involvement functional health foods and low involvement functional health foods; (2) the main effects of the perceived price and product information are significant in different involvement functional health food; (3) the health conception moderator has a partial significant moderating effect on the consumer’s purchase intention of the functional health foods in different involvement. Moreover, in the high involvement functional health foods context, the consumers will pay more attention to the product information. In the high involvement and the high perceived price context, the consumers who have low health conceptions will follow the “herd instinct” and have higher intentions in purchasing functional health foods.
Advisor Committee Mei-Fang Chen - advisor
Hao-Erl Yang - co-chair
Tung-Lai Hu - co-chair
Files Date of Defense 2007-07-05 Date of Submission 2007-08-16