碩士 / 國立勤益科技大學 / 研發科技與資訊管理研究所 / 99 / In recent years, people have conscioused of the importance of disease prevention and health promotion, also have stared to improve the groove. But how to supply for the lack of nutrients? It’s necessary to take the health food riching in various nutrients in the happyiness, prosperity but busy world. The edible algae food contain rich and essential nutrient as human contain the essential amino acids, it will be a help with human health. The purpose of this study will research the connection between the product & health knowledge and the purchase intention.
To those who has used the health-care algae food, there are 312 effective return survey questionnaires analyzied by SPSS and Amos. According to the results, the overall pattern if the chi-square distribuitio with <3 is well and acceptable. In terms of the pattern explanation, R² of each potential dependent variables are 80% health concept(R² = 0.8), 48% consumer attitude (R² = 0.48),62% purchase intention (R² = 0.62). As the data showed, it is significantly positive effect between each construct and the analysis is supporded.The results showed that the concept of consumer health care products on the algae have a very significant positive impact on knowledge, the path coefficient of 0.9, that the concept of a health-care consumers more willing to accept the new product knowledge and thus affect the algae algae product purchase intention; and Consumer attitude and purchase intention algae product knowledge also has a significant correlation.
The investment of the marketing development are large and important for the Biochemic industry. In the marketing sector, finding consumer’s need and meet their need will rely on the study. By this study of algae help to understant what health concepts and the importance of consumer attitudes for purchase intention. The empirical results and implication can provide the biotechnology firms as a reference for marketing strategy.
| Identifer | oai:union.ndltd.org:TW/099NCIT5396006 |
| Date | January 2011 |
| Creators | Chang Hung-Lung, 張宏龍 |
| Contributors | Dr. Brendan T. Chen, Dr. Wen-Tsann Lin, 陳泰衡博士, 林文燦博士 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 67 |
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