參考群體與消費態度在消費動機對購買意圖影響的干擾效果－以老年消費者購買保健食品為例

The Moderating Effect of Reference Groups and Consumer Attitude in the Influence of Consumer Motivation on Purchase Intention: An Example of Elderly Consumer Purchase Healthy Foods

10.29931/MR.200712.0003

林隆儀(Long-Yi Lin)；許慶珍(James C. C. Hsu)

保健食品 ； 消費動機 ； 參考群體 ； 消費態度 ； 購買意圖 ； Healthy Foods ； Consumer Motivation ； Consumer Attitude ； Reference

行銷評論

4卷4期（2007 / 12 / 01）

421 - 448

繁體中文

本研究主要探討參考群體與消費態度在老年消費者購買保健食品的消費動機對購買意圖影響的干擾效果。針對台灣地區65歲以上的男女消費者，按縣市別分配樣本數，採用便利抽樣法選取受訪者，以人員訪問法調查671位受訪者，回收有效問卷600份，有效問卷回收率爲89.42%。採用迴歸分析法檢定研究假說，研究結果發現：(1)老年消費者購買保健食品的消費動機對購買意圖有正向的影響；(2)價值表現型與資訊型參考群體在消費動機對購買意圖影響中，具有顯著的干擾效果，而規範型則否；(3)認知與情感消費態度在消費動機對購買意圖影響中，具有顯著的干擾效果。

This research aims to explore the moderating effect of reference groups and consumer attitude in the influence of consumer motivation of the elderly consumer on purchase intension of healthy foods. Samples were selected from people over 65 years old of both genders across cities in Taiwan. A total of 671 interviews were conducted with convenience sampling method and 600 effective questionnaires were collected, comprising the effective return rate of 89.42%. Regression analysis was used to test the hypotheses. The findings showed that: (1) The consumer motivation of the elderly consumer in buying healthy foods has a positive influence on purchase intension; (2) Informational and value-expressive reference groups have significant moderating effect in the influence of consumer motivation on purchase intension but normative reference group does not have the same effect; (3) Cognitive and affective consumer attitudes have significant moderating effect in the influence of consumer motivation on purchase intension.

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