||Previous researches have indicated that consumers’ gender, age, education level and socioeconomic status might affect the behaviors of purchasing Nutraceuticals. Based on these findings, this study was trying to investigating the relationship between health consciousness, involvement of Nutraceuticals, information searching and the purchasing behavior of consumers. Furthermore, researcher attempted to find the mechanism of the intention to purchase Nutraceuticals.|
The sample of this research consisted 326 respondents which included 175 health care professionals and 151 normal consumers. Results showed that health consciousness and involvement of Nutraceuticals will positively impact the behavior of information searching. Furthermore, the behavior of information searching will finally increase the intention of purchasing Nutraceuticals. Besides, more involvements of Nutraceuticals will raise the intention of purchasing Nutraceuticals in both groups. But health consciousness will ineffective in normal group. For health care professionals, the higher level of health consciousness will improve the status of involvement of Nutraceuticals, and lead to more information searching behavior due to more involvements of Nutraceuticals.
Due to the difference outcomes of purchasing behavior results in health consciousness and involvement of Nutraceuticals, we suggested that if providers plan to promote their products through health education, understanding the various level of involvement is necessary. Besides, consumers’ background is also important.