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URN etd-1021110-194027
Author Ming-Han Hsu
Author's Email Address No Public.
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Department Business Management
Year 2010
Semester 1
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title A study of consumer’s cognition-intention of healthy food and behavior of purchasing using the Theory of Planned Behavior
Date of Defense 2010-10-21
Page Count 85
Keyword
  • Theory of Planned Behavior
  • functional food
  • recognition intention
  • preventive-medicine
  • Abstract Chinese people are keen on nutritional Supplements for decades. They will consume on anything that are good for their health, just like the Chinese old folk says, “If we sick, we need to find the cure, but if we are not sick, we need to stay fit”. Most of Chinese people who still under this traditional point of view will pay whatever it cost to acquire the supplements that are good for their health, especially on special recipe. Keeping fit is a trend in the past few years. Nowadays, functional food is acceptable in our society. But we still don’t understand much about it. Besides, based from the event that occurred in 2008 which our government has changed ”Centrum” from drugs into food product, we can see that The standard on distinguishing drugs, functional food and food product is still an obscure. And it left consumer in the middle of confusions. Actually, on the consumer point of view, “Centrum” is a functional food to them. Hence, our study is based from consumer perspective to research the consumer recognition on functional food, and also performing a further research on consumer buying intention on functional food and the impact factors on buying the functional food products.
    Our Study using TPB model as our research fundamental for studying consumer acknowledgement on functional food and their buying intention. Our research sample is targeting citizen at Kaohsiung and Taichung city. We send out 120 questionnaires and 100 internet questionnaires and we manage to collect 220 samples. There are 194 effective questionnaire out of total sample of 220 that been collected, the sample effective rate is 88.19%. In-order to test the adaptability of the construct models, we use regression analysis and covariance analysis to analyze collected sample using SPSS version 14.
    The result of this study discovered that consumer behavior on functional food can be proved by the TPB model. But in Taiwan, the definition of functional food even though has been defined by law, but consumer still doesn’t have much information about the definition of functional food. And yet has caused the irrational behavior of consumer while purchasing functional food. Though this research we suggest the government perfume action on informing its people on the definition of functional food and the proper way on differentiate and to consume the functional food. And also, the government must have started to emphasize about the preventive medical perspective to the public to ease the pressure on structural aging problem in our nation.
    Advisory Committee
  • Iuan-yuan Lu - chair
  • Hueimei Liang - co-chair
  • Hsien-tang Tsai - advisor
  • Files
  • etd-1021110-194027.pdf
  • indicate not accessible
    Date of Submission 2010-10-21

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