| Summary: | 碩士 === 國立陽明大學 === 醫務管理研究所 === 107 === Purpose
ehavioral economics has becoming a new stream of economics that aims to
explain human behavior with reference to their actual incentives instead of those
proposed by classical economics. Our thesis is to study the relationship between
demographic factors and Irrational Behavior on Purchasing Dietary Supplements.
Method
We conducted a survey from December 2018 – January 2019. The target
population consist of athletes and employees from the financial sector . A total of 530
complete questionnaires were returned (response rate = 96%). We then performed
Pearson’s Chi-squared correlation test, Fisher’s exact test, independent sample test,
bivariate analysis, and logistic regression to determine factors associated with
irrational consumer behaviors.
Result
The results showed that women were more prone to irrationality then men.
Athletes were more impulsive than non-athletes. Employees from the financial sector
were more irrational than employees from other sectors. Irrational behaviors were
more prevalent for those with lower income. People in neuroticism nature showed
higher irrationality in purchasing behavior than other groups. We also found those
who self-rated as the “Impulsive type” are more prone to irrational behaviors. Those
who termed themselves as the “imaginative type” showed strongest endowment effect
and loss aversion behaviors.
Conclusion
Our survey results demonstrate that demographic factors are associated with
consumer irrational purchasing behaviors, which is in line with the recent
development of behavioral economics. Low pricing strategies may not be the most
V
efficient way to increase demand. Instead, company should emphasize on the value of
their product from consumer’s perspective by determining the actual incentives
associated with purchasing intensions.
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