Lecture Notes in Education Psychology and Public Media
- The Open Access Proceedings Series for Conferences
Lecture Notes in Education Psychology and Public Media
Vol. 3, 01 March 2023
Open
Access | Article
Study of Chinese Post-90s Consumers Purchase Intention about Health Product Based on Planned Behavior Theory
* Author to whom correspondence should be addressed.
Abstract
With the change of lifestyle, more and more Chinese post-90s consumers choose to improve their health condition by purchasing health care products. Currently, there is insufficient attention to the role played by this consumer group in the dramatically transformed health care market in China, and most of the studies are superficial, staying at the gaze of ordinary consumers' consumption perspective, lacking profound and specific research on the influence of health anxiety factors in the psychological level, and the conclusions and recommendations drawn are not in-depth enough. This study investigates the behavioral transformation of Chinese post-90s health care consumers based on the Theory of Planned Behavior to provide a reference for the promotion and correction of youth health care behaviors and to supplement the deficiencies of the Theory of Planned Behavior in the emerging health care field. This study used a survey of 215 post-90s consumers, and to ensure the reliability of the scale, descriptive statistics, reliability tests and correlation analysis were conducted using SPSS 26.0. The findings of this experiment can provide guiding suggestions for guiding young consumers to choose health care products correctly and rationally.
Keywords
health anxiety., post-90s, health care products, consumers' consumption behavior, theory of planned behavior
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Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the 3rd International Conference on Educational Innovation and Philosophical Inquiries (ICEIPI 2022), Part II
- ISBN (Print)
- 978-1-915371-09-6
- ISBN (Online)
- 978-1-915371-10-2
- Published Date
- 01 March 2023
- Series
- Lecture Notes in Education Psychology and Public Media
- ISSN (Print)
- 2753-7048
- ISSN (Online)
- 2753-7056
- DOI
- 10.54254/2753-7048/3/2022464
- Copyright
- 01 March 2023
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited