| Summary: | 碩士 === 國立高雄大學 === 國際高階經營管理碩士在職專班(IEMBA) === 100 === The pressure of global competition, the opportunities and threats from the changes in the economic market circumstances and the coming aging population society could bring a huge commercial potential, for example, the Healthy Aging business (the health and wellbeing food and the recreational sports), etc. In 2010, this industry had reached 91.5 billion dollars, and the market in the future days will keep getting raising. Therefore, this study intends to investigate the determinants of health food purchase from the perspective of product characteristics, perceived benefit and perceived risk. According to the 220 valid response questionnaires, which are aimed at the people in southern Taiwan, the result shows that the product information value, the nutritional value, the word-of-mouth and the image of the marketing channel have positive effects on the perceived benefits and then affect the consumers’ attitude and the purchasing intention. Thus, only when the consumers highly degree with the four variables mentioned above, the positive perceived benefits occur and form a positive attitude and increase the purchase intention. However, the product information value, the nutritional value and the image of the marketing channel affect the perceived risk negatively, which will reduce the consumers’ favorable attitude and the purchasing intention. Therefore, when the consumers believe that the product information value, the nutritional value and the image of the marketing channel are good, the perceived risk reduces and the purchasing intention and attitude positively occur. In addition, the moderating effect of the involvement in the study is not significant. Finally, according to the result of the study, the practical and the theoretical implications will be offered as reference.
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