ANALYSIS OF CONSUMERS TOWARD A HEALTHY DIET BY COGNITIVE VALUE--A CASE STUDY OF HEALTH DEPOT

• Main Authors: Sheng-fen Lin, 林聖芬
• Other Authors: Ching-piao Chang
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/kjx4bt

碩士 === 南華大學 === 旅遊事業管理研究所 === 95 === 　　With technology and business rapidly developing, a new diet, out-eat-group, has grown and became much more popular. Find food are delicious, but influence the health condition of the public. Due to the increased diseases caused by an unhealthy diet, the public is beginning notice the importance of a healthy diet. 　　 　　The purpose of this research was to explore the interaction among cognitive value, service quality, satisfaction, healthy benefits and loyalty for consumers pursuing healthy diets. The 350 questionnaires were collected from Health Depot, Chia-Yi City, to have 339 valid samples with an applicable rate of 96.86%. Four of these results were worth summarizing: 1. For cognitive value, consumers made the most of having a professional knowledge of healthy diets. For service quality, consumers made the most of service attitude. For healthy benefits, consumers made the most of constitution benefits. 2. Cognitive value had a noticeable positive affection to healthy benefits. Satisfaction had a noticeable positive affection to healthy benefits. Healthy benefits had a noticeable positive affection to loyalty. 3. Service quality had greater affection than cognitive value for healthy benefits and loyalty. 4. For the affection, service quality to loyalty was higher than healthy benefits to loyalty. In this paper, we presented the results that cognitive value and healthy benefits needed to treat with a caution in order to make the most of consumers’ loyalty.