臺灣博碩士論文加值系統

食品的日期標籤是影響消費者購買決策的重要因素之一，消費者在購買食品的過程中，對於日期標示的重視度相較於過去也更為提升。然而，過去對於到期日期的研究多著重於定價策略及消費者對食物標籤資訊的態度，較少探討消費者本身心理動機傾向的差異，如何影響距離到期日期遠近在購買意願上之關係。此外，我們也發現過去多重視來源國及口感的啤酒在近年的市場行銷手法上出現些許轉變，開始強調產品的新鮮度。因此，本研究以產品類別與消費者的調節焦點類型作為調節變項，探討距離到期日遠近、產品類別及調節焦點類型對於購買意願的影響。本研究採用實驗室實驗法進行實驗，以2(距離到期日時間：遠、近)×2(產品類別：易腐食品、非易腐食品)×2(調節焦點：促進焦點、調節焦點)的實驗組別設計，進行假設驗證。

實驗結果顯示，(1)距離到期日遠的產品，其購買意願確實高於到期日近的產品；(2)產品類別對於到期日遠近與購買意願間的關係具有顯著的調節效果，到期日對於非易腐食品購買意願的影響並不如易腐食品顯著；(3)調節焦點對於到期日與購買意願間的關係不存在調節效果，但促進焦點的消費者相較預防焦點的消費者，對於距離到期日近的易腐產品有較高的購買意願。

Time labeling of food plays an important role in consumers’ decision-making process. Nowadays, Consumers have paid more attention about time information when they decide to buy foods than before. We find that most of previous studies related to expiration dates were concerned more about pricing strategy and consumers’ attitude toward food labeling than consumers’ motivation. We also find some differences about marketing of beer industry that some brands have begun to emphasize freshness of beer. Therefore, our research used product types and regulatory focus as moderators to discuss about the effect of time to expiration date, product types and regulatory focus on purchase intention.

In this study, laboratory experiment was used to examine the results. The results showed that products which were far to expiration date had higher purchase intention than products which were close to expiration date. Second, we confirmed that product types brought an obvious moderating effect between time to expiration date and purchase intention. Furthermore, when we discussed about regulatory focus, there was no moderating effect between time to expiration date and purchase intention. But we found that promotion-focused consumers had higher purchase intention on perishable foods which were close to expiration date than prevention-focused consumers.

摘要 i
Abstract ii
目錄 iii
表目錄 iv
第一章 緒論 1
第一節、研究背景與動機 1
第二節、研究目的 3
第三節、研究流程 4
第二章 文獻探討 5
第一節、到期日期 5
第二節、產品種類 7
第三節、調節焦點 9
第四節、購買意願 13
第五節、研究假設 15
第三章 研究方法 18
第一節、研究架構 18
第二節、實驗設計 19
第三節、研究變數定義與衡量 25
第四節、資料分析方法 28
第四章 研究結果分析 29
第一節、問卷回收與樣本描述 29
第二節、信度分析 31
第三節、操弄檢定 32
第四節、假設檢定 34
第五節、小結 40
第五章 結論與建議 41
第一節、結論與討論 41
第二節、研究貢獻 43
第三節、研究限制與未來研究建議 44
參考文獻 46
附錄 50

一、中文部分
邱俊欽(民102年5月21日)。泡芙原料過期，義美：產線疏失。中央通訊社。民102年5月25日，取自：
http://www.cna.com.tw/News/FirstNews/201305210024-1.aspx

食品衛生管理法(民101)。食品藥物消費者知識服務網。民國102年5月12日，取自：http://consumer.fda.gov.tw/Law/Detail.aspx?nodeID=518&lawid=44

陳怡如(民101)。日期標示在易腐性食品的新鮮度評價上之效果。台灣科技大學企業管理學系碩士班學位論文。

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