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Pakistan Journal of Nutrition
  Year: 2013 | Volume: 12 | Issue: 3 | Page No.: 285-290
DOI: 10.3923/pjn.2013.285.290
 
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The Image of Health Food Brands, Experience Recognition and the Purchase Behavior of Middle Aged and Older People
Li-Hsing Ho, Yi Tai, Chia-Ming Chang, Wei-San Su, Jian-Hua Yu and Chun-Chang Yen

Abstract:
Aging societies are a global social trend that simultaneously promotes the development of biotechnology and health food industries. Thus, middle-aged and older people’s health food purchase behavior has been widely analyzed. For this study, we sampled Chiayi County, Taiwan, to investigate the image of health food brands, experience recognition and purchase behavior. Sampling 392 middle-aged and older people, we use the structural equation model to test model hypotheses and analyze the model. We also compared and verified related literature and theoretical inferences. The results indicated that the brand image was the most important factor influencing the purchase behavior. Brand image significantly and positively influences experience recognition and purchase behavior.
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How to cite this article:

Li-Hsing Ho, Yi Tai, Chia-Ming Chang, Wei-San Su, Jian-Hua Yu and Chun-Chang Yen, 2013. The Image of Health Food Brands, Experience Recognition and the Purchase Behavior of Middle Aged and Older People. Pakistan Journal of Nutrition, 12: 285-290.

DOI: 10.3923/pjn.2013.285.290

URL: https://scialert.net/abstract/?doi=pjn.2013.285.290

 
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