The Image of Health Food Brands, Experience Recognition and the Purchase Behavior of Middle Aged and Older People
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.
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.
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