The purpose of study is first to identify the structural relationship
among choice motives on LOHAS food, perceived value, attitude to healthy
food, and customer loyalty. A research model was developed from the
previous literatures review to test the proposed hypotheses. A questionnaire
survey was conducted on a sample of 525 customers from LOHAS internet
community. Statistical method such as frequency analysis, exploratory
factor analysis, confirmatory factor analysis, descriptive statistics,
correlation coefficient, and structural equation modelling were applied using statistical package SPSS 20.0 and AMOS 20.0. The results are as follows.
First, result of the analysis shows that LOHAS choice motives,
perceived value, attitude to healthy hood, and customer loyalty get above
average scores. Among choice motives on LOHAS food, credibility, healthy,
quality of food and altruistic consumption get comparatively high scores,
but convenience, familarity and perceived value gets lower scores.
Second, while healthy, altruistic consumption and familarity among
choice motives on LOHAS food have a significant and positive effect on
perceive value, but quality of food has a significant and negative effect.
Third, while altruistic consumption among choice motives on LOHAS
food has a significant and positive effect on attitude to healthy food, but
quality of food has a significant and negative effect.
Forth, while altruistic consumption among choice motives on LOHAS
food has a significant and positive effect on customer loyalty, but the other
choice motives have not any significant effect.
Fifth, perceived value has a significant and positive effect on attitude
to the healthy food and customer loyalty and attitude to healthy food has a
significant and positive effect on customer loyalty,
Sixth, perceived value and attitude to heathy food has a significant and
positive mediating effect between altruistic consumption and customer
loyalty.