A Study on the Influencing Factors of Users'Purchase of Health Food on Online Health Websites
Explore the influencing factors of users'purchase behavior of health food on health websites,which is of great significance for optimizing online health services.Using the Elaboration Likelihood Model(ELM)as the theoretical framework,analyze user order records from a well-known domestic online health website.The study finds that the information richness of health food self-presentation and user positive feedback rates are significantly positively correlated with users'purchase choices,while price differences are significantly negatively correlated.Users'perceived disease risk enhances the positive effect of food quality,and weakens the negative effect of food price;Purchase experience weakens the positive effect of user information,and strengthens the negative effect of food price.The research is of great significance for understanding the decision-making process of users'purchase of health food,and also provides targeted marketing strategies and improvement directions for health food companies and health network platforms.
health websitehealth foodelaboration likelihood modelpurchase choice
NETL
NSTL
万方数据
