Factors Affecting Dietary Supplements Consumption

China will surpass America as the world's largest dietary supplement market in the near future.The popular of health care products reflected anxiety about health.For explaining this phenomenon,this project composed a new health belief model on how consumers'beliefs,evaluation and self-efficacy inf'luencing people's purchasce intention.Previous researches focused on purchase intention of health food paid more attention on external factors,such as demographic variables,price,packaging and advertising of health food.However,investigators ignored the effect of internal factors.Meanwhile,dietary supplement purchase was considered as heath behavior more than common consumer behavior,most of rcesearches didn't care about this.Because of the lack of suitable scale for measuring local consumers'health beliefs,firstly the study developed a new health belief scale.The pro-test reveals that this scale has a good reliability.The results show that:(1)The stronger the perceived susceptibility and perceived severity of consumer,the higher the purchase intention;(2)The stronger the perceived benefits,while the fewer the perceived barriers,the higher the purchase intention;(3)The stronger the self-efficacy and cues to action,the higher purchase intention;(4)Perceived susceptibility?perceived severity and self-efficacy play a mediating role in the path from cues to action to purchase intention;(5)Past purchasing experiences have a significant impact on purchase intention of consumer.