The principal objective of this study was to investigate the consumers' purchase experience and analyze the relationship between consumer perceived value and purchase intention. Data were collected from 356 individuals with a wide experience of purchasing health food products. The data were analyzed using AMOS 18 software. Our findings demonstrated that perceived product attributes have positive and significant effect on consumer purchase intention. Consumer perceived value has a positive and significant effect on the consumer purchase intention. Additionally, consumer perceived value moderates the causal relationship between products perceived attributes and consumer purchase intention. To facilitate consumers' positive consumption motivation, the causes of negative emotional effects created by hygiene factors must be eliminated. Motivator factors, particularly the positive and moderating effect of consumer perceived value on purchase intention, are the key to increase intention to purchase and satisfaction. From a long-term perspective, the hygiene factors must be satisfied for staying in competency and keeping customers.

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