Determinants of the Public Health Promotion Behavior: Evidence from Repurchasing Health Foods for Improving Gastrointestinal Tract Functions

Ku-Yuan Lee, Chien-Yu Wei, Min-Hua Wu and Chi-Ming Hsieh
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Ku-Yuan Lee: College of Intelligence, National Taichung University of Science and Technology, No.129, Sec.3, Sanmin Rd, North Dist., Taichung City 40401, Taiwan
Chien-Yu Wei: Graduate Institute of Bio-Industry Management, National Chung Hsing University, Taichung City 40227, Taiwan
Min-Hua Wu: Institute of Food Safety Management, National Pingtung University of Science and Technology, 1, Shuefu Road, Neipu, Pingtung 91201, Taiwan
Chi-Ming Hsieh: International Bachelor Program of Agribusiness, National Chung Hsing University, 145 Xingda Rd., South Dist., Taichung City 40227, Taiwan

IJERPH, 2020, vol. 17, issue 20, 1-12

Abstract: Researchers believe that health foods can promote health and that the consumption of health foods can effectively help people to maintain their health. This study mainly adopted the health belief model (HBM) integrated with perceived behavioral control to investigate the repurchase behavior of consumers with regard to health foods that improve gastrointestinal functions. We obtained 550 valid questionnaires from consumers who had purchased gastrointestinal health foods and conducted structural equation modeling. Results from our analysis revealed that perceived susceptibility, perceived severity, perceived benefits of action, and perceived behavioral control exert a positive influence on repurchase intention and that perceived barriers of action exerts a negative influence on repurchase intention. Furthermore, repurchase intention was found to have a positive impact on repurchase behavior. The results of this study can be used as a reference for health food marketing strategies and public health behavior promotions.

Keywords: health food; health belief model; perceived behavioral control; gastrointestinal functions (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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