消费者的长期定位和安全意识对认证功能食品回购意向的影响

Edward Shih-Tse Wang, Yun-Hsuan Chu
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引用次数: 9

摘要

摘要功能性食品行业一直在发展,因为消费者越来越认识到功能性食品的营养益处。本研究调查了个人心理特征(即长期取向[LTO]、安全意识和健康意识)对消费者购买认证功能食品的态度和意愿的影响。我们收集了398份来自台湾认证功能食品消费者的有效问卷。使用结构方程建模对数据进行分析。结果表明,LTO和安全意识对健康意识有正向影响,进而影响消费者对认证功能食品的态度和回购。此外,LTO使人们对经认证的功能性食品持更积极的态度。这些发现有助于功能性食品营销人员制定营销沟通和营销策略。
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Influence of Consumer’s Long-term Orientation and Safety Consciousness on Intention to Repurchase Certified Functional Foods
ABSTRACT The functional food industry has been growing because consumers increasingly recognize the nutritional benefits of functional foods. This study investigated the effect of personal psychological characteristics (i.e., long-term orientation [LTO], safety consciousness, and health consciousness) on consumer attitudes and intention to repurchase certified functional foods. We collected 398 valid questionnaires from Taiwanese consumers of certified functional foods. Data were analyzed using structural equation modeling. Results revealed that LTO and safety consciousness positively affect health consciousness, which consequently affects consumers’ attitude toward and repurchase of certified functional foods. In addition, LTO resulted in a more positive attitude toward certified functional foods. These findings aid functional food marketers in their formulation of marketing communication and marketing strategies.
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来源期刊
CiteScore
5.70
自引率
6.90%
发文量
17
期刊介绍: From food promotion and advertising through new food product development and consumer behavior research, the Journal of Food Products Marketing provides timely, practical articles that keep food marketers on the cutting edge of their profession. The journal includes refereed research studies as well as opinions, guidelines, and speeches by practitioners that contribute to the better practice and understanding of food marketing. The journal provides a single forum for both food marketing academicians and food marketing practitioners.
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