臺灣博碩士論文加值系統

近年來，隨著健康意識抬頭，人們對於健康飲食的觀念越來越重視。雖然市面上有許多
食物標榜天然健康，但越來越多的研究發現，健康食物不ㄧ定真的很健康，反而可能潛藏了
許多不健康的風險。因此，為了提高消費者正確選擇健康食物的比率，許多廠商早已開始在
產品上標示熱量標籤。以往相關的這類議題，大多著重在探討消費者到底會攝取多少量的熱
量，許多學者認為要讓消費者自己評估產品的熱量多寡，有一定的困難度，因而導致消費者有
過度消費並增加肥胖的情形。有鑑於此，本研究主要是探討產品標示熱量標籤對消費者購買
選擇是否有影響？我們提出對於消費者來說，熱量標籤對消費者購買選擇決策影響是有限的。
當消費者在面對產品屬性（如健康/不健康）明確時，會依據自身的經驗與知識購買，容易忽
視熱量標籤，使熱量標籤的效果不佳，無法有效降低消費者購買風險。為了預測這個行為意
向，我們使用實驗法，提出2項食物(健康、不健康)x 2種標示（有標籤、無標籤），共四個
假設和兩個實驗。第一和第二個假設，分別探討在健康與不健康食物下，對消費者而言，不
論有標籤或無標籤，兩者對消費者的知覺風險無差異。第三和四個假設，在熱量標籤下，不
同促銷方式增量和折扣，對健康與不健康食物的購買意願之影響。我們驗證出，熱量標籤無
法有效的降低消費者的知覺風險。但在熱量標籤下，探討不同的促銷方式增量和折扣，對於
健康食物，發現採用折扣促銷的方式有效；但對於不健康食物，兩種促銷方式並無差異。最
後，當兩種食物不同屬性時，想要提高消費者的購買意願，所要採取的行銷方式也會不同。
本研究有兩個實驗設計利用問卷的方式來驗證假設推理，並根據研究結果提供若干管理意涵
，不僅能為企業提供市場行銷策略，更能進一步提供公眾政策對社會大眾的影響，也對後續
研究提出相關建議。

In recent years, gained ground along with the health consciousness, the people more and more took regarding the healthy diet idea. Although advertised there are many natural health food, but a growing number of studies have found that healthy food is not really healthy, but risks may lurk many unhealthy. Therefore, in order to enhance the consumer to choose healthy food correctly the ratio, many manufacturers already start on the product to indicate calorie labels. Formerly was connected this kind of subject, was discussing consumer's to be able mostly emphatically to absorb the few quantity of heats, many scholars thought had to let consumer appraise how much the product the quantity of heat, did have certain degree of difficulty, thus caused the consumer to have expends and increases the obese situation excessively. In view of this, this research mainly is discusses the product indication quantity of calorie labels to purchase to the consumer chooses whether influential? We proposed regarding the consumer, calorie labels purchases the choice decision-making influence to the consumer to be limited. When consumer when faces the product attribute (for example health/unhealthy ) is not clear about, can rest on own experience and the knowledge purchase, easy to neglect calorie labels, causes calorie labels the effect not to be good, is unable to reduce the consumer to purchase the risk effectively. In order to forecast this behavior intention, we use the cut-and-try method, proposed 2 item of foods (healthy, unhealthy) x 2 kind of indications (have labels, does not have labels), altogether four suppositions and two experiments. First and the second supposition, discusses separately in the health with unhealthy food under, speaking of the consumer, no matter has the label or does not have the label, both do not have the difference to consumer's perceived risk. Third and four suppositions, under calorie labels, promotes sales differently the way increase and the discount, to healthy and unhealthy food influence purchase wish. We confirm, calorie labels are unable to reduce consumer's perceived risk effectively. But under calorie labels, discusses the different promotion way increase and the discount, regarding healthy food, discovered uses the discount promotion the way to be effective; But regarding unhealthy food, two promotion ways and does not have the difference. Finally, when two kind of food different attributes, wants to enhance consumer's purchase wish, must adopt the marketing way also can be different. In this study, there are two experiments designed to take advantage of the way the questionnaire to verify abduction and provides several management implications. According to the results, not only to provide marketing strategies for businesses, more further influence public policy on the community, but also the follow-up study and put forward suggestions.

謝　詞
中文摘要
英文摘要
圖　次
表　次
第一章　緒論
第一節　研究背景及動機
第二節　研究目的及問題
第三節　研究流程
第二章　文獻探討
第一節　熱量標籤
第二節　知覺風險
第三節　購買意願
第四節　知覺風險與購買意願理論之相關性
第五節　促銷方法與購買意願之相關性
第三章　研究設計
第一節　研究架構
第二節　變項定義與衡量
第三節　實驗設計
第四節　問卷設計及施測方式
第五節　資料分析方法
第四章　研究結果
第一節　樣本資料分析
第二節　研究架構與假說檢定
第三節　信效度分析
第五章　研究結論與建議
第一節　研究結果與發現
第二節　管理意涵
參考文獻
附錄

一、中文參考文獻
王維鳴(2001)。虛擬社群與虛擬經驗、網路練達性、產品知識與產品資訊搜尋成本對消費者認知風險影響之研究—以電腦遊戲軟體為例。桃園縣:國立中央大學企業管理研究所碩士論文。
古永嘉編譯（民92）。企業研究方法。台北市:華泰文化。
任維廉（2011）。卡路里標籤對消費者購買選擇決策的影響。新竹市：國立交通大學未出版碩士論文。
吳佩紋（2012）。營養標示與購買意願之關係：調節的中介觀點。新北市：國立台北大學未出版碩士論文。
許淑真（2012）。消費者對營養標示之知識、態度、行為及知覺風險對消費意向之影響。台北市：遠東學報第二十九卷第三期。
許瑋妙（2010）。台灣製產品MIT微笑標章對知覺品質、知覺風險與購買意願之影響-以愛國主義與敵意為干擾變數。桃園縣：大同大學未出版碩士論文。
章家豪(2011)。知覺風險、資訊豐富度、認知易用性、及認知又用性對獻上訂購有機農產品態度之影響。花蓮縣：國立東華大學未出版碩士論文。
二、英文參考文獻
Agarwal, S., & Teas, R. K. (2001). Perceived value: mediating role of perceived risk. Journal of Marketing theory and Practice, 9(4), 1-14.
Akaah, I. P., & Korgaonkar, P. K. (1988). A conjoint investigation of the relative importance of risk relievers in direct marketing. Journal of Advertising Research, 28(4), 38-44.
Bagozzi, R. P., & Burnkrant, R. E. (1979). Attitude organization and the attitude–behavior relationship. journal of Personality and Social Psychology,37(6), 913.
Bauer, R. A. (1960). Consumer behavior as risk taking. Dynamic marketing for a changing world, 398.
Bialkova, S., Sasse, L., & Fenko, A. (2016). The role of nutrition labels and advertising claims in altering consumers' evaluation and choice. Appetite, 96, 38-46.
Bialkova, S., Sasse, L., & Fenko, A. (2016). The role of nutrition labels and advertising claims in altering consumers' evaluation and choice. Appetite, 96, 38-46.
Biswas, A., & Blair, E. A. (1991). Contextual effects of reference prices in retail advertisements. The Journal of Marketing, 1-12.
Chen, H., Marmorstein, H., Tsiros, M., & Rao, A. R. (2012). When more is less: The impact of base value neglect on consumer preferences for bonus packs over price discounts. Journal of Marketing, 76(4), 64-77.
Cox, D. F. (1967). Risk handling in consumer behavior: An intensive study of two cases. Risk taking and information handling in consumer behavior, 34-81.
Cunningham, S. M. (1967). The major dimensions of perceived risk. Risk taking and information handling in consumer behavior, 1967, 82-108.
Dodds, W. B., Monroe, K. B., and Grewal, D., (1991). “Effects of price, brand, and store information on buyers' productevaluations,” Journal of Marketing Research, 28(3):307-319.
Dowling, G. R., & Staelin, R. (1994). A model of perceived risk and intended risk-handling activity. Journal of consumer research, 119-134.
Elbel, B., Kersh, R., Brescoll, V. L., & Dixon, L. B. (2009). Calorie labeling and food choices: a first look at the effects on low-income people in New York City.Health affairs, 28(6), w1110-w1121.
Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1995). Consumer behavior, 8th.New York: Dryder.
Featherman, M. S., & Pavlou, P. A. (2003). Predicting e-services adoption: a perceived risk facets perspective. International journal of human-computer studies, 59(4), 451-474.
Fischhoff, B., Watson, S. R., & Hope, C. (1984). Defining risk. Policy Sciences, 17(2), 123-139.
Fishbein, M., & Ajzen, I. (1977). Belief, attitude, intention, and behavior: An introduction to theory and research.
Garbarino, E., & Johnson, M. S. (1999). The different roles of satisfaction, trust, and commitment in customer relationships. the Journal of Marketing, 70-87.
Garretson, J. A., & Clow, K. E. (1999). The influence of coupon face value on service quality expectations, risk perceptions and purchase intentions in the dental industry. Journal of Services Marketing, 13(1), 59-72.
Gay, L. R., & Airasian, P. (2000). Educational research: Competencies for analysis and experience.
Grunert, K. G., Fernández-Celemín, L., Wills, J. M., genannt Bonsmann, S. S., & Nureeva, L. (2010). Use and understanding of nutrition information on food labels in six European countries. Journal of Public Health, 18(3), 261-277.
Horn, D., & Salvendy, G. (2006). Consumer‐based assessment of product creativity: A review and reappraisal. Human Factors and Ergonomics in Manufacturing & Service Industries, 16(2), 155-175.
Hoyer, W. D., & Macinnis, D. J. (2010). Consumer Behavior (5th International ed.). Florence, KY: Cengage Learning Inc.
Jacoby, J., & Kaplan, L. B. (1972). The components of perceived risk.Advances in consumer research, 3(3), 382-383.
Kerins, C., Cunningham, K., Finucane, F. M., Gibson, I., Jones, J., & Kelly, C. (2016). Effects of an icon-based menu labelling initiative on consumer food choice. Perspectives in public health.
Kogan, N., & Wallach, M. A. (1964). Risk taking: A study in cognition and personality.
Kotler, P., Armstrong, G., Saunders, J., & Wong, V. (2003). Principi di Marketing (Italian Translation of Principles of Marketing). ISEDE and Prentice Hall International.
Lim, N. (2003). Consumers’ perceived risk: sources versus consequences.Electronic Commerce Research and Applications, 2(3), 216-228.
Mishra, A., & Mishra, H. (2011). The influence of price discount versus bonus pack on the preference for virtue and vice foods. Journal of Marketing Research, 48(1), 196-206.
Mishra, A., & Mishra, H. (2011). The influence of price discount versus bonus pack on the preference for virtue and vice foods. Journal of Marketing Research,48(1), 196-206.
Mitchell, V. W., & Greatorex, M. (1993). Risk perception and reduction in the purchase of consumer services. Service Industries Journal, 13(4), 179-200.
Mitchell, V.W., (1999). “Consumer Perceived Risk: Conceptualisations and Models,” European Journal of Marketing,33(1/2):161-195.
Moorman, C., Diehl, K., Brinberg, D., & Kidwell, B. (2004). Subjective knowledge, search locations, and consumer choice. Journal of Consumer Research, 31(3), 673-680.
Morwitz, V. G., & Schmittlein, D. (1992). Using segmentation to improve sales forecasts based on purchase intent: Which" intenders" actually buy?. Journal of marketing research, 391-405.
Oliver, R. L. (1981). Measurement and evaluation of satisfaction processes in retail settings. Journal of retailing.
Park, J., Lennon, S. J., & Stoel, L. (2005). On‐line product presentation: Effects on mood, perceived risk, and purchase intention. Psychology & Marketing, 22(9), 695-719.
Peter, J. P., & Ryan, M. J. (1976). An investigation of perceived risk at the brand level. Journal of marketing research, 184-188.
Ramayah, T., Lee, J. W. C., & Mohamad, O. (2010). Green product purchase intention: Some insights from a developing country. Resources, Conservation and Recycling, 54(12), 1419-1427.
Roselius, T. (1971). Consumer rankings of risk reduction methods. The journal of marketing, 56-61.
Ross, I. (1975). PERCEIVED RISK AND CONSUMER BEHAVIOR: A CRITICAL REVIEW. Advances in consumer research, 2(1).
Schiffman, L. G., & Kanuk, L. L. (2000). Consumer behavior, 7th.
Shimp, T. A., & Bearden, W. O. (1982). Warranty and other extrinsic cue effects on consumers' risk perceptions. Journal of Consumer research, 38-46.
Sirohi, N., McLaughlin, E. W., & Wittink, D. R. (1998), A model of consumer perceptions and store loyalty intentions for a supermarket retailer, Journal of Retailing, Vol.74, No.2,223-245.
Stone, R. N., & Grønhaug, K. (1993). Perceived risk: Further considerations for the marketing discipline. European Journal of marketing, 27(3), 39-50.
Swartz, J. J., Braxton, D., & Viera, A. J. (2011). Calorie menu labeling on quick-service restaurant menus: an updated systematic review of the literature.International Journal of Behavioral Nutrition and Physical Activity, 8(1), 135.
Swartz, J. J., Braxton, D., & Viera, A. J. (2011). Calorie menu labeling on quick-service restaurant menus: an updated systematic review of the literature.International Journal of Behavioral Nutrition and Physical Activity, 8(1), 135.
Sweeney, J. C., Soutar, G. N., & Johnson, L. W. (1999). The role of perceived risk in the quality-value relationship: a study in a retail environment. Journal of retailing, 75(1), 77-105.
Taylor, J. W. (1974). The role of risk in consumer behavior. The Journal of Marketing, 54-60.
Taylor, S. A., & Baker, T. L. (1994). An assessment of the relationship between service quality and customer satisfaction in the formation of consumers' purchase intentions. Journal of retailing, 70(2), 163-178.
Teas, R. K., & Agarwal, S. (2000). The effects of extrinsic product cues on consumers’ perceptions of quality, sacrifice, and value. Journal of the Academy of marketing Science, 28(2), 278-290.
Teo, T. S., & Yeong, Y. D. (2003). Assessing the consumer decision process in the digital marketplace. Omega, 31(5), 349-363.
Waterlander, W. E., Steenhuis, I. H., de Boer, M. R., Schuit, A. J., & Seidell, J. C. (2012). Introducing taxes, subsidies or both: the effects of various food pricing strategies in a web-based supermarket randomized trial. Preventive medicine, 54(5), 323-330.
Waterlander, W. E., Steenhuis, I. H., de Boer, M. R., Schuit, A. J., & Seidell, J. C. (2013). Effects of different discount levels on healthy products coupled with a healthy choice label, special offer label or both: results from a web-based supermarket experiment. Int J Behav Nutr Phys Act, 10, 59.
Woodside, A. G. (1968). Group influence and consumer risk taking: An experimental study. Pennsylvania State University.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of marketing, 2-22.
三、網路參考資料
台灣衛福部(2014)。http://www.mohw.gov.tw/CHT/Ministry/Index.aspx
美國食品與藥物管理局(2014)。http://www.fda.gov/
美國健康與人類服務部。http://www.hhs.gov/
美國膳食指南(2005)。取自http://health.gov/dietaryguidelines/2015/
董氏基金會（2000）。取自http://nutri.jtf.org.tw/index.php