臺灣博碩士論文加值系統

在環保意識抬頭影響下，食物系統及糧食安全議題日益受到國際關注。全球每年生產的食物中，至少有三分之一的醜食產品因為在外型上、到期日或外包裝的破損被丟棄，總量高達近三十億噸。目前有關醜食產品購買意願的相關研究較少，遂引發本研究動機。本研究以計畫行為理論為核心，另納入「環境關懷」及「涉入程度」兩構面，探討台灣民眾對於醜食產品的認知、看法與購買意願。本研究採用滾雪球調查法，回收246份有效問卷。並應用結構模式分析(SEM)等統計方法驗證本研究之假設。
研究結果指出，計畫行為理論中「態度」、「主觀規範」均會對消費者在醜食的購買意願有正向顯著影響，而「知覺行為控制」對消費者僅產生些微正向影響，反映出消費者會對醜食產生較佳的態度，也會因社群壓力提高其購買意願，但卻沒有太多的機會與通路買到醜食產品；「環境關懷」跟「涉入程度」對於消費者在醜食產品的購買意願也都有正向顯著影響。本研究將消費者對醜食產品相關歷程做進一步闡述，建議各商家可以多宣傳醜食產品並留意其可能帶來的商機，作為未來食品廠商在商品標示、擬定行銷策略之參考依據。

Food system and food safety have drawn spontaneous global attention due to effect of substantially environmental concerns. Three billion tons of food are wasted every year, estimated at a third of all produced food. The production of much of this waste is directly linked to the unwillingness to sell, purchase, and consume imperfect food that deviated from regular products in terms of appearance standards, date labelling, or damaged packaging. Yet empirical research on this issue is scarce. This study aims to develop an extended Theory of Planned Behavior (TPB) research model which includes environmental concern and involvement to predict consumers’ purchase intention to imperfect foods. A total of 246 respondents collected in Taiwan as data input.
The empirical results of structural equation modeling (SEM) indicate that consumers’ attitude was the main predictor of their intention to purchase imperfect foods. Interestingly, this research showed that both perceived behavioural control and subjective norms were not significant predictors of intention. Furthermore, adding environmental concern and involvement as the additional constructs to the TPB significantly increased the explanatory power of the standard model. These findings provide important insights for imperfect food and useful recommendations for marketing channels, suggesting promotion of imperfect food may be the key of potential business.

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 研究流程與步驟 4
第二章 文獻探討 6
第一節 計畫行為理論 6
第二節 購買意願 14
第三節 環境關懷 17
第四節 涉入程度 19
第三章 研究方法 25
第一節 研究架構及假設 25
第二節 問卷設計 26
第三節 資料分析方法 29
第四章 實證結果分析 31
第一節 人口統計分析 31
第二節 信效度分析 32
第三節 線性結構方程式之分析結果 34
第五章 結論與建議 36
第一節 結論 36
第二節 管理意涵 36
第三節 研究限制與後續研究 37
參考文獻 38
附錄：問卷 49

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