The Impact of Seniors’ Health Food Product Knowledge on the Perceived Value and Purchase Intention
The Impact of Seniors’ Health Food Product Knowledge on the Perceived Value and Purchase Intention

Summary/Abstract: The advance of quality of life and pharmaceutical technology, the enhancement of national income, and the extension of national life expectancy have “aging” become a general socioeconomic phenomenon in China. In many developed countries, people would utilize health food for reducing physical resistance enhancement or drug dependence resulted from drugs taken for curing diseases. Especially, health food is popularized among people with chronic diseases or risks of chronic diseases. Members of Fujian senior-citizen University, as the research subjects, are distributed 300 copies of questionnaire. After deducting invalid and incomplete ones, 206 copies are valid, with the retrieval rate 69%. The research results show significant effects of product knowledge on perceived value, remarkable effects of perceived value on purchase intention, notable effects of product knowledge on purchase intention, and partial mediation of perceived value on the relationship between product knowledge and purchase intention. Suggestions are proposed according to the results, expecting to provide important reference for the marketing of health food industry.

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