Subscribe Now Subscribe Today
Research Article
 

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
 
Facebook Twitter Digg Reddit Linkedin StumbleUpon E-mail
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.

Services
Related Articles in ASCI
Similar Articles in this Journal
Search in Google Scholar
View Citation
Report Citation

 
  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

REFERENCES
1:  Anderson, J.C. and D.W. Gerbing, 1988. Structural equation modeling in practice: A review and recommended two-step approach. Psychol. Bull., 103: 411-423.
CrossRef  |  Direct Link  |  

2:  Backstrom, K., 2011. Shopping as leisure: An exploration of manifoldness and dynamics in consumers shopping experiences. J. Retailing Consum. Serv., 18: 200-209.
CrossRef  |  

3:  Chien, P.M., T.B. Cornwell and R. Pappu, 2011. Sponsorship portfolio as a brand-image creation strategy. J. Bus. Res., 64: 142-149.
CrossRef  |  

4:  Costa, A.I.A. and W.M.F. Jongen, 2010. Designing new meals for an ageing population. Crit. Rev. Food Sci. Nutr., 50: 489-502.
CrossRef  |  

5:  Dirsehan, T. and M. Celik, 2011. Profiling online consumers according to their experiences with a special focus on social dimension. Proc. Social Behav. Sci., 24: 401-412.
CrossRef  |  

6:  Fernandez-Sabiote, E. and S. Roman, 2012. Adding clicks to bricks: A study of the consequences on customer loyalty in a service context. Electron. Commerce Res. Appl., 11: 36-48.
CrossRef  |  

7:  Haverila, M., 2011. Mobile phone feature preferences, customer satisfaction and repurchase intent among male users. Australasian Marketing J., 19: 238-246.
CrossRef  |  

8:  Joye, Y., K. Willems, M. Brengman and K. Wolf, 2010. The effects of urban retail greenery on consumer experience: Reviewing the evidence from a restorative perspective. Urban For. Urban Greening, 9: 57-64.
CrossRef  |  

9:  Lin, L.Z. and T.H. Hsu, 2011. Designing a model of FANP in brand image decision-making. Applied Soft Comput., 11: 561-573.
CrossRef  |  

10:  Park, J.K. and D.R. John, 2012. Capitalizing on brand personalities in advertising: The influence of implicit self-theories on ad appeal effectiveness. J. Consum. Psychol., 22: 424-432.
CrossRef  |  

11:  Puccinelli, N.M., R.C. Goodstein, D. Grewal, R. Price, P. Raghubir and D. Stewart, 2009. Customer experience management in retailing: Understanding the buying process. J. Retailing, 85: 15-30.
CrossRef  |  

12:  Rea, L.M. and R.A. Parker, 1997. Designing and Conducting Survey Research: A Comprehensive Guide. 2nd Edn., Josse-Bass Publishers, San Francisco, USA., ISBN-13: 9780787908102, Pages: 254.

13:  Rebollar, R., I. Lidon, A. Serrano, J. Martin and M.J. Fernandez, 2012. Influence of chewing gum packaging design on consumer expectation and willingness to buy. An analysis of functional, sensory and experience attributes. Food Qual. Preference, 24: 162-170.
CrossRef  |  

14:  Roberts, K., S. Varki and R. Brodie, 2003. Measuring the quality of relationships in consumer services: An empirical study. Eur. J. Market., 37: 169-196.
CrossRef  |  

15:  Schmitt, B., 2012. The consumer psychology of brands. J. Consum. Psychol., 22: 7-17.
CrossRef  |  

16:  Sharkey, J.R., C.M. Johnson and W.R. Dean, 2010. Food access and perceptions of the community and household food environment as correlates of fruit and vegetable intake among rural seniors. BMC Geriatrics, Vol. 10. 10.1186/1471-2318-10-32

17:  Sharkey, J., C.M. Johnson, W.R. Dean and S.A. Horel, 2011. Association between proximity to and coverage of traditional fast-food restaurants and non-traditional fast-food outlets and fast-food consumption among rural adults. Int. J. Health Geogr., Vol. 10. 10.1186/1476-072X-10-37

18:  Sternthal, B. and A. Bonezzi, 2009. Consumer decision making and aging: A commentary. J. Consum. Psychol., 19: 23-27.
CrossRef  |  

19:  Sukoco, B.M. and W.Y. Wu, 2011. The effects of advergames on consumer telepresence and attitudes: A comparison of products with search and experience attributes. Expert Syst. Appl., 38: 7396-7406.
CrossRef  |  

20:  Teng, C.C., 2011. Commercial hospitality in restaurants and tourist accommodation: Perspectives from international consumer experience in Scotland. Int. J. Hosp. Manage., 30: 866-874.
CrossRef  |  

21:  Wadolowska, L., M. Danowska-Oziewicz, B. Stewart-Knox and M.D. Vaz de Almeida, 2009. Differences between older and younger Poles in functional food consumption, awareness of metabolic syndrome risk and perceived barriers to health improvement. Food Policy, 34: 311-318.
CrossRef  |  

22:  Wang, Y.L. and G.H. Tzeng, 2012. Brand marketing for creating brand value based on a MCDM model combining DEMATEL with ANP and VIKOR methods. Expert Syst. Applic., 39: 5600-5615.
CrossRef  |  Direct Link  |  

23:  Wilson, M. and A. O'Callaghan, 2011. Education and herbs help seniors better utilize commodity food packages. J. Nutr. Educ. Behav., 43: S39-S39.
CrossRef  |  

24:  Yeh, M.C., J. Obenchain and A. Viladrich, 2010. Barriers and Facilitating Factors Affecting Fruit and Vegetable Consumption. In: Bioactive Foods in Promoting Health, Ronald, R.W. and R. Victor (Eds.). Academic Press, Boston, USA., pp: 85-98.

25:  Yoon, C., C.A. Cole and M.P. Lee, 2009. Consumer decision making and aging: Current knowledge and future directions. J. Consum. Psychol., 19: 2-16.
CrossRef  |  

©  2020 Science Alert. All Rights Reserved