Irrational Behavior on Purchasing Dietary Supplements

• Main Authors: Su-Fei Sophia Wang, 王素菲
• Other Authors: Gau-Jun Tang
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/2wz4hw

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.