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.
Keywords:
Brand image, experience recognition, health food, loyalty, purchase behaviorArticle Metrics
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Copyright (c) 2013 Asian Network for Scientific Information
This work is licensed under a Creative Commons Attribution 4.0 International License.
This is an open access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution and reproduction in any medium, provided the original author and source are credited.
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