Ｔhe Intention Buying Health-care Food from Drug-store for Consumers in Taiwan

• Main Authors: Lin, Shin-Lin, 林杏林
• Other Authors: Huang,Wan-Tran
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/14656017493650599929

碩士 === 亞洲大學 === 經營管理研究所 === 94 === In recent year, the government popularizes “the health manages by me”; improve the market of the health-care food very huge. In order to gain the best help, it would be more protective for consumers to select drug-store to buying health-care food. Now the drug-store conversions toward the complex type and becomes professional management retailing type and more modern. Producers sale the health-care food through the drug-store, and the consumers rely on drug-store for the profession and advice to buy health-care food. This is the trend. One side, the drug-store offers the professional knowledge to consult and suggest for consumers. In the long-term, consumers will depend on the profession and suggestion to buy health-care food. On the other side, producers use the market of drug-store to sale health-care food will make consumers believe in the health-care food. In the long-term, producers will more benefit in their image and their product. This paper is based on Consumer’s Behavior and the Theory of Planned Behavior, focused on consumers buying health-care food in the traditional drug-store, chain-drug-store and beauty-shop. 150 samples each part are taken back in this paper, aim to research the intention buying health-care food from drug-store for consumers. The results of the research are as followings: perceived behavioral control is the most important effect.(1) In the sample characteristic, the major consumers are female, the year is between thirty-sixth to fifty, the career is on job, the income is under thirty thousands, the level of education is major on college , the most part of consumers are living in the city.(2) The entirety, affections of intention of buying Health-care Food from drug-store for consumers are attitude, subjective norm and perceived behavioral control.(3) Affections of intention of buying Health-care Food from traditional drug-store for consumers are attitude and perceived behavioral control. (4) Affections of intention of buying Health-care Food from chain-drug-store for consumers are subjective norm and perceived behavioral control. (5) Affections of intention of buying Health-care Food from beauty-shop for consumers are subjective norm and perceived behavioral control.