Tarbiat Modares University (TMU) Health Education and Health Promotion 2588-5715 13 4 2026 04 22 Active Seniors’ Engagement with Dietary Supplements; Exploring Repurchase and Advocacy Behaviors 645 651 28484 10.58209/hehp.13.4.645 EN M.H. Kim Department of Practical Arts, School of Culture and Arts, Dongguk University, Seoul, South Korea K.H. Kwon Department of General Education, Kookmin University, Seoul, South Korea Journal Article 2026 04 22 Aims: This study empirically examined the effects of psychological and social values on repurchase and recommendation intentions regarding dietary supplement consumption among active seniors in an aging society, and explored their implications for health promotion and social participation among older adults. Instrument & Methods: This cross-sectional study was conducted with 513 active seniors aged 55-75 in South Korea. A questionnaire was developed based on validated scales measuring selection attributes, psychological factors, repurchase intention, and recommendation intention. Multiple regression analyses were conducted to examine the key factors influencing consumer behavior. Findings: Functional value exerted the strongest influence (β=0.402 for repurchase intention and β=0.294 for recommendation intention) among selection attributes and psychological factors. Repurchase intention was found to significantly predict recommendation intention (t=13.056, p<0.001), suggesting that consumption experiences promote positive word-of-mouth and the diffusion of health-promoting behaviors. Conclusion: Active seniors’ consumption of dietary supplements is shaped by the complex interplay among trust, functional reliability, psychological satisfaction, and social recognition.

https://hehp.modares.ac.ir/article_28484_ba3a3ae550894c78c7ff006c8ce28a99.pdf