Abstract

Chin-Hung Liu* and Wei-Shih Tsai

Nowadays, many people have to live a bustling life, more and more of them choose to eat out and eat fast food. The health food industry is developing in a rapid pace. All kinds of marketing channels are dedicated to the sale of health foods, resulting from a significant reform of the structure of the health food marketing channels. As competitions are intense and multiple channels are available for consumers, how to identify the factors affecting consumers’ choice of the health food channels is an imperative issue for health food providers. This study focuses on consumers of health foods in Taiwan as a research subject. The questionnaire survey is executed by the sampling method. The collected data was analyzed by using statistical methods such as correlation analysis. The research findings indicate: (1) Service quality has a significant and positive relationship with choice of channel types; (2) Satisfaction of service quality in the aspects of personnel interaction and problem solving significantly influences consumer’s choice of channel types; (3) Both price and leisure factors of lifestyle significantly affect consumer’s choice of channel types; and (4) Some demographic variables may significantly influence consumer’s choice of channel types and perception of service quality.