臺灣博碩士論文加值系統

全球食物浪費問題嚴重，世界糧食計畫署倡導購買醜食產品，然台灣對於醜食產品名稱、通路、價格及推廣尚未取得共識，可能對消費者形成購買障礙並影響購買意願。為此，本研究分別探討三種醜食產品（外型不佳的蔬果、即將到期的即期品及包裝折損食品）四大購買障礙：價格、取得性不足、風險知覺及信任感缺乏與購買意願之關係。
本研究針對台灣471位醜食購買者進行問卷調查。研究發現：價格、取得性不足、知覺風險及信任感缺乏對購買意願皆具負向顯著影響，而產品類型對購買障礙與購買意願的關係具干擾作用；外型不佳的蔬果之價格、知覺風險及信任感缺乏具負向顯著影響；即期品及包裝折損食品，則僅信任感缺乏具負向顯著影響。建議廠商針對不同醜食產品類型，增加取得性、能見度及說明，吸引消費者注意，並強化其信任感及降低對安全性和健康性的知覺風險。再配合折扣促銷，降低價格，提高對醜食產品的購買意願。

Due to the serious global food waste problem, the World Food Programme (WFP) is advocating the food recovery plan, including purchasing suboptimal foods. However, previous studies related to the name, marketing, price or promotion of suboptimal foods in Taiwan are still under developed. Hence, this study aims to explode the relationships between purchase deterrents and purchase intention among three types of suboptimal foods, including visually abnormal vegetables and fruits, close-to-expiration-date products and damaged packaging food.
A total of 471 valid questionnaires were collected from suboptimal foods’ purchasers in Taiwan. The results indicate that price, insufficient availability, risk perception and lack of trust significantly and negatively affect purchase intention. Moreover, product types contribute significant moderating effects on the relationship between purchase deterrents and purchase intention. For visually abnormal vegetables and fruits, price, risk perception and lack of trust significantly and negatively influence purchase intention; While for close-to-expiration-date products and damaged packaging food, lack of trust is the only crucial factor. These findings suggest that marketing managers shall emphasize on availability, obvious visibility and price discount according to different product types. Moreover, clear label with promotion may decrease consumers’ risk perception and enhance the trust, which might be applicable strategies to increase the purchase intention.

第一章、緒論………………………………………………………………………………………………5
第一節、研究背景與動機………………………………………………………………………5
第二節、研究目的與問題………………………………………………………………………7
第二章、文獻探討與假設………………………………………………………………………9
第一節、醜食產品……………………………………………………………………………………9
第二節、購買障礙與購買意願……………………………………………………………11
第三節、價格………………………………………………………………………………………………13
第四節、取得性不足………………………………………………………………………………14
第五節、知覺風險……………………………………………………………………………………16
第六節、信任感缺乏………………………………………………………………………………18
第七節、產品類型……………………………………………………………………………………20
第三章、研究方法……………………………………………………………………………………21
第一節、研究架構與假設………………………………………………………………………21
第二節、研究對象與範圍………………………………………………………………………23
第三節、研究方法與問卷設計………………………………………………………………24
第四節、資料分析方法………………………………………………………………………………28
第四章、研究結果…………………………………………………………………………………………29
第一節、前測結果分析………………………………………………………………………………29
第二節、樣本資料分析………………………………………………………………………………31
第三節、假設檢定結果………………………………………………………………………………37
第五章、結論與建議……………………………………………………………………………………43
第一節、研究結果討論………………………………………………………………………………43
第二節、學術貢獻…………………………………………………………………………………………48
第三節、管理意涵…………………………………………………………………………………………48
第四節、研究限制與後續研究…………………………………………………………………51
參考文獻………………………………………………………………………………………………………52
附錄一……………………………………………………………………………………………………………59

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