The Study of Lifestyles, Threat Perception, Behavioral Evaluation and Purchase Intention on Purchase Behavior of Meal Replacement

• Main Authors: Hong-Chun, Chen, 陳泓均
• Other Authors: Tsui-Ying, Huang
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/36064280103106835583

碩士 === 國立嘉義大學 === 生物事業管理學系研究所 === 100 === Meal replacement is the mainstream of the weight controlling market in 21st century. In this study, we adopt health belief model and list of values (LOVs) to investigate the factors of consumer’s purchase behavior about the meal replacement. We use quantitative research method to analysis questionnaires about purchasing the meal replacement approved by Food and Drug Administration, Department of Health. We send 300 questionnaires, and 258 valid questionnaires are returned; the valid return rate is 86%. The research results show that the factors of effecting consumers to purchase the meal replacement are influenced by lifestyles, threat perception, and behavioral evaluation. Furthermore purchase intention and purchase behavior of the meal replacement are affected by lifestyles, threat perception, and behavioral evaluation. In this study, the results can offer advice to enterprises about the strategies of promoting products and the bases of developing the new ones.