The Empirical Study of Consumers Purchase Behavior on Stem Cells Health Foods
| Autor: | CHEN, DING-NONG, 陳定穠 |
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| Rok vydání: | 2018 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 106 In recent years, with the improvement of living standards and the promotion of preventive medicine and health care concepts, the health foods were popular. The purpose of this study is to investigate the influence of word-of-mouth, brand image, and perceived value of stem cells health foods on consumers purchase intention and purchase behavior. In this study, consumer of stem cells health food were research object and the first questionnaires were issued were in Taipei, Hsinchu, and Kaohsiung from October 15, 2017 to November 30, 2017. There are total 400 questionnaires were collected and removed the invalid questionnaires. After the result of the sample data analysis, the number of samples was found to be insufficient. Therefore, questionnaires were issued for the second time from June 1, 2018 to June 15, 2018. There are total 298 questionnaires were collected and removed the invalid questionnaires. In the twice questionnaires survey, there are total 698 questionnaires were collecte, and removed the invalid questionnaires. There are total 407 valid questionnaires, and the effective response rate is 58 %. After data collection, we used structural equation modeling to analyze. The results show that word-of-mouth has a significant influence on the brand image. The word-of-mouth has a significant influence on the perceived value.The word-of-mouth has a significant influence on purchase intention. The brand image of stem cells health foods has a significant influence on perceived value.The perceived value of stem cells health foods has a significant influence on purchase intention. The purchase intention has a significant influence on purchase behavior.This study suggests that company should pay attention to the positive word-of-mouth and perceived value of consumers, thereby can increase consumers purchase intention and purchase behavior. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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