| Summary: | 碩士 === 國立高雄應用科技大學 === 企業管理系 === 106 === The crisis of food safety in Taiwan has deeply impacted the consumers’ trust. This has caused consumers to pay more attention to their health and diet. Therefore, the consumers' concern when they purchase food is not only their health, but also their lifestyle and the trust among food manufacturers and government. The focus of this research is on the relationship between trust, health consciousness, perceived value, purchase intention and healthy lifestyle. The questionnaires were collected from the consumers in the grocery stores when they were purchasing food. There were 323 questionnaires collected of which 263 were valid. This gave an effective questionnaires rate of 81%. The research used Reliability Analysis, Validity Analysis and Structural Equation Modeling (SEM).
The results show that consumers’ trust and health consciousness does not have a direct impact on purchase intention, but does affect purchase intention by perceived value. Thus, this research suggests food manufacturers must enhance consumers’ relationship based on trust and health consciousness. Moreover, the joint moderator of healthy lifestyle indeed exerts an impact on the relationship between perceived value and purchase intention.. The effect on consumers’ with low healthy lifestyle is more significant. The empirical results from this research would be valuable for the food manufacturers to understand their customers.
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