Pakistan Journal of Nutrition1680-51941994-7984Asian Network for Scientific Information10.3923/pjn.2013.285.290HoLi-Hsing TaiYi ChangChia-Ming SuWei-San YuJian-Hua YenChun-Chang 32013123Aging societies are a global social trend that simultaneously
promotes the development of biotechnology and health food industries. Thus,
middle-aged and older peoples 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.]]>Anderson, J.C. and D.W. Gerbing,1988103411423Backstrom, K.,201118200209Chien, P.M., T.B. Cornwell and R. Pappu,201164142149Costa, A.I.A. and W.M.F. Jongen,201050489502Dirsehan, T. and M. Celik,201124401412Fernandez-Sabiote, E. and S. Roman,2012113648Haverila, M.,201119238246Joye, Y., K. Willems, M. Brengman and K. Wolf,201095764Lin, L.Z. and T.H. Hsu,201111561573Park, J.K. and D.R. John,201222424432Puccinelli, N.M., R.C. Goodstein, D. Grewal, R. Price, P. Raghubir and D. Stewart,2009851530Rea, L.M. and R.A. Parker,19972nd Edn.,Pages: 254Pages: 254Rebollar, R., I. Lidon, A. Serrano, J. Martin and M.J. Fernandez,201224162170Roberts, K., S. Varki and R. Brodie,200337169196Schmitt, B.,201222717Sharkey, J.R., C.M. Johnson and W.R. Dean,20102010Sharkey, J., C.M. Johnson, W.R. Dean and S.A. Horel,20112011Sternthal, B. and A. Bonezzi,2009192327Sukoco, B.M. and W.Y. Wu,20113873967406Teng, C.C.,201130866874Wadolowska, L., M. Danowska-Oziewicz, B. Stewart-Knox and M.D. Vaz de Almeida,200934311318Wang, Y.L. and G.H. Tzeng,20123956005615Wilson, M. and A. O'Callaghan,201143S39S39Yeh, M.C., J. Obenchain and A. Viladrich,20102010pp: 85-98pp: 85-98Yoon, C., C.A. Cole and M.P. Lee,200919216