Research On Customer Trust Mechanism And Purchase Behavior Of Health Care Products

In recent years, due to the rapid development of commodity markets, the health care industry has experienced rapid development. Statistics show that urban and rural residents wishes for spending is much greater than in developed countries commodities, and because China’s economic growth since the reform and opening up very rapidly, the growth rate even more than developed countries, but the Chinese residents spending in the health care industry’s only total expenditure less than1%, so China has a huge market potential. Currently health commodities has been a great development, many well-known brands of health products has been greatly not only in the domestic sales, but also gradually moving towards international, is also very popular in other countries. Our major expansion commodities effectiveness of development in the following:weight loss, beauty, regulate blood sugar, improve cholesterol, improve digestion, enhance immunity, anti-fatigue, calcium supplementation and so on.Taiwan which is also the health care industry is rapidly developing areas. Taiwan health experts found that younger age and Taiwan Province of diseases emerging aging society, the health industry is very optimistic about the development of the region. Since the seventies of last century, the people of Taiwan to eat has been transformed by the fed to eat well, demand for commodities continue to emerge. Taiwan’s Fair Trade Commission statistics obtained in2013sales food in Taiwan more than NT＄50billion, and that the soon more than100billion. Taiwan representative commodities have Cordyceps sinensis, ginseng, Ganoderma, yam, ginkgo, fish oil, royal jelly, green algae and so on. Taiwan Area and the Mainland Area for the definition of commodities like, according to Taiwan’s "Health Food Control Act," health food is called nutrition health food or functional health food, it is not intended to treat a disease, but to improve the human physiology, prevention of a disease, the body recovery, improve human health and other effects. By factors on commodities consumer confidence, purchasing behavior were analyzed to explore the development care products companies as well as health care industry has an important significance, the main conclusions of this study are:First, based on the antecedents of research and studies on the mechanisms commodities come to trust the theoretical framework. Effect antecedents of consumer confidence, the results of the trust antecedents commodities are mainly enterprise scale, product quality, reputation, brand, site quality, technical level, quality of service, environmental factors, and consumer staff capacity. Antecedent research study of two methods and mechanisms from different perspective, with different emphases, the former emphasis on practice, the latter emphasis on theory, but the two are not contradictory existence, is able to support each other.So you can study the antecedents and mechanisms combine research, mutual support and make up, jointly study the issue of consumer trust. First, qualitative research, theoretical mechanisms for consumer goods will trust established out, and then the impact of the different mechanisms to explore, to determine the variables included in each mechanism, based on these variables affect the final process of empirical analysis.Secondly, in the operating model, this study cognitive mechanisms come and experience the mechanisms, processes and mechanisms for its delivery mechanism for the independent variable dependent variable for three different dimensions of trust (the ability to trust, the quality of trust and goodwill trust) impact, and consumer perception of risk in order to adjust the variables that affect the process.commodities brand awareness to consumers trust the ability of trust and goodwill has a significant positive effect, but the quality of the trust has no significant influence. Word of mouth spread commodities ability trust, trust in the quality of trust and goodwill there were significant positive impact. When consumers hear the praise that is, with regard to commodities from friends or colleagues or classmates and online forums, exhibited its ability to trust, trust in the quality of trust and goodwill will subsequently increased. commodity product trial experience for goodwill trust there are significant positive impact.commodities marketing capabilities ability to generate trust and confidence in the quality of a significant positive impact. Namely, the ability of consumers to the sales staff more sure of their commodities demonstrated the ability and the quality of the more sure. But on the goodwill and trust of commodities no significant influence, possibly due to the company’s marketing capabilities can demonstrate its ability to side, and not a very good show its goodwill.Consumer risk perception marketing capabilities affect the ability of trust and confidence in terms of quality plays a significant role in the negative regulation.class level of service to its quality goods brand trust and goodwill trust has a significant positive effect. Consumer perception of risk in terms of brand trust affecting the level of service did not have a regulatory role. Health care Brand third party assessment of their ability to trust, trust in the quality of trust and goodwill have a significant positive effect. Consumer risk perception in assessing the impact of third-party brand trust has played a significant role in the negative regulation. If third-party assessment that consumers have doubts, then its trust in the brand will increase as a third-party assessment increases.Thirdly, in the study of commodities buying behavior in that population structure, attitudes, risk perception and consumer confidence are the main factors that influence consumer buying behavior. For background factors and consumer willingness to buy_commodities positively correlated. Perceived health status and the willingness of consumers to purchase commodities and products have a positive attitude associated with cognition. The main factors that influence consumer purchasing_commodities population structure, attitudes and consumer confidence in the_commodities four factors; finally discusses commodities information channels for consumers to purchase commodities and commodity cognitive attitudes influence.Innovation of this paper has the following three aspects:First, for the first time of the formation mechanism of commodities trust. In the antecedent of commodities and research on the underlying mechanism of the proposed theoretical framework for trust commodities that consumers can under the three aspects of commodities to build trust:cognitive mechanisms dimension, a dimension experiences mechanisms, processes mechanism dimensions and delivery mechanisms dimensions. Trust mechanism in commodities for analysis, these three mechanisms are the dimensions of the relationship and trust. Then used mathematical models to study the variables trust relationship of trust, the trust into distrust, which did not trust, do not trust, and trust four grades, and as a basis for trust transfer were reasoning and checking, verify the trust transmission mechanism, draw a third-party trust mechanism to assess commodities will have an impact. In the above study, based on a theoretical model is given and the operating model commodities trust mechanism.Secondly, in the consumer commodities trust factors were analyzed, the introduction of consumer risk perception of the manipulated variable, for these four mechanisms are due to play a regulatory role in consumer confidence, and reveals commodities research antecedents of trust mechanism for consumer confidence, to a certain extent make up for the existing lack of trust influencing factors of subjective perception of consumers lack of regulation.Thirdly, the consumer buying behavior and commodities satisfactory results were studied. Taipei commodities market data, perception of population structure, risk, four variables such as attitudes and consumer trust on consumer buying behavior were studied. In the population structure, risk perception, attitude and trust under the influence of consumer buying behavior, and then studied the research on consumer buying behavior satisfactory results of commodities. Explore the perceived health status of consumers to buy weight loss products with willingness and cognitive attitudes related products, commodities discussed information conduit for consumers to buy weight loss products and product awareness influence attitudes.