| Summary: | 碩士 === 國立勤益科技大學 === 研發科技與資訊管理研究所 === 102 === In recent years Taiwan has plasticizer, black heart edible oils, starches and other food safety hazards poisoning incidents, how consumers choose healthy foods yogurt is very important, for their own health checks. Modern health emphasizes that prevention is better than cure, so the source of healthy food directly affects the human body.
In this study, consumption of healthy food yogurt selection of product knowledge, the concept of consumer health, consumer attitudes on the connection between purchase intention through questionnaires, analyzed using SPSS and AMOS software, via structural equation modeling analysis to verify all dimensions between hypotheses were related support. In which the concept of product knowledge have a very significant positive health impact, showing the concept of product knowledge for health effects is quite large, said consumers have a healthy concept would be more willing to accept new product knowledge and thus affect the product's purchase intention. Product knowledge institutions face in between purchase intention facets because although the concept has reached a significant level compared to the health and consumer attitudes on purchase intention and willingness to purchase facet to the low, indicating that consumers will not because the level of product knowledge and personal will result in significant differences in willingness to buy separately. Consumer attitudes have a direct positive impact on purchase intention, visible in the health food consumers will be using the concept of personal health and consumer attitudes influence behavior.
The aim of this study is to provide a scientific approach to help companies in marketing products more in line with consumer needs, to help companies analyze consumer willingness to buy real needs. Through consumer buying behavior patterns, companies can develop a marketing strategy aimed at consumers planning needed in the most appropriate resources to achieve the best marketing results.
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