臺灣博碩士論文加值系統

本研究針對所提出之研究問題與目的，探討熱量知覺、知覺價值變數間之關係及以知覺風險為中介變數、身體意象為干擾變數的影響效果。研究採取兩種問卷(熱量高、熱量低)的實驗設計，透過問卷調查收集資料，共發出問卷420份，收回有效問卷370份，有效問卷回收率為88.1％。
研究結果顯示：(1) 熱量知覺與知覺風險有正向關係；(2) 知覺風險與知覺價值有負向關係；(3) 熱量知覺與知覺價值有負向關係；(4) 知覺風險對熱量知覺與知覺價值關係具完全中介效果；(5) 身體意象對熱量知覺與知覺風險關係具干擾效果。
本研究之結果可對食品企業及食品衛生健康相關單位，提供消費者心理、行為方面之管理策略及實務建議。

In this study, contrary to the proposed research questions and purpose, to explore the variable relationships among the calorie perceived , perceived value, and the impact of the results which in mediating effects of perceived risk, moderating of body image.
The survey adopt two kind experimental design of questionnaire（High-calories、Low-calories）, through the survry of questionnaire to collecting data, a total of 420 questionnaires were sent out, and 370 valid questionnaires were retrived, the valid re-sponse rate is 88.1%.
The results displayed that: (1) there is a significant positive relationship between calorie labeling and perceived risk；(2) there is a significant negative relationship be-tween perceived risk and perceived value；(3)there is a significant negative relationship between calorie labeling and perceived value；(4) perceived risk has mediating effects between calorie labeling and perceived value；(5)body image has interference effects between calorie labeling and perceived risk.
The result of this research might provide the management strategy and practical advice of consumer’s mental and behavior for food companies and related units of healthy food hygiene.

封面內頁
簽名頁
中文摘要　．．．．．．．．．．．．．．．．．．．．． iii
英文摘要　．．．．．．．．．．．．．．．．．．．．． iv
誌謝辭　　．．．．．．．．．．．．．．．．．．．．． v
內容目錄　．．．．．．．．．．．．．．．．．．．．． vi
圖目錄　　．．．．．．．．．．．．．．．．．．．．． viii
表目錄 ．．．．．．．．．．．．．．．．．．．．． ix
第一章　　緒論．．．．．．．．．．．．．．．．．．． 1
　　第一節　　研究背景與動機．．．．．．．．．．．． 1
　　第二節　　研究問題與目的．．．．．．．．．．．． 4
第二章　　文獻探討．．．．．．．．．．．．．．．．． 5
　　第一節　　標示．．．．．．．．．．．．．．．．． 5
　　第二節　　知覺風險．．．．．．．．．．．．．．． 9
第三節 知覺價值．．．．．．．．．．．．．．． 11
第四節 身體意象．．．．．．．．．．．．．．． 12
第五節 熱量知覺、知覺風險、知覺價值及身體意象間之關係與假設．．15
第三章　　研究方法．．．．．．．．．．．．．．．．． 18
　　第一節　　研究架構與假設．．．．．．．．．．．．．．． 18
　　第二節　　研究設計．．．．．．．．．．．．．．． 19
第三節 變數定義與衡量工具．．．．．．．．．． 20
第四節 資料分析方法．．．．．．．．．．．．． 23
第四章　　研究分析與結果．．．．．．．．．．．．．． 26
　　第一節　　敘述性統計．．．．．．．．．．．．．． 26
　　第二節　　信度及效度檢驗．．．．．．．．．．．．．． 31
第三節 相關分析．．．．．．．．．．．．．．． 37
第四節 差異性分析．．．．．．．．．．．．．．． 43
第五節　　迴歸分析．．．．．．．．．．．．．． 46
第六節　　研究假設結果彙整．．．．．．．．．．． 51
第五章　　結論與建議．．．．．．．．．．．．．．．． 52
　　第一節　　研究結論．．．．．．．．．．．．．．． 52
　　第二節　　管理意涵與建議．．．．．．．．．．．．．． 53
第三節 研究限制與未來研究方向．．．．．．．．． 54
參考文獻．．．．．．．．．．．．．．．．．．．．．． 56
附錄　　 研究問卷(一)．．．．．．．．．．．．．．．．． 65
附錄　　 研究問卷(二)．．．．．．．．．．．．．．．．． 68

一、中文部份

行政院衛生署(2003)，市售包裝食品營養宣稱規範。

行政院衛生署(2007修正)，市售包裝食品營養標示規範。

行政院衛生署(2012修正)，食品衛生管理法。

李奇勳(2007)，知覺風險對消費者知覺價值之形成所扮演角色的探討，管理學報，24(2)，167-190。

李德治，童惠玲(2009)，多變量分析:專題及論文常用的統計方法，台北：雙葉書廊。

施秀如(2009)，台中縣立某國中學生身體意象與體重控制行為之研究，國立臺灣師範大學健康促進與衛生教育學系未出版之碩士論文。

詹慧冠(2008)，國中學生身體意象與體重控制行為相關因素研究-以臺北市松山區國中生為例，國立台灣師範大學健康促進與衛生教育學系未出版之碩士論文。

董事基金會食品營養特區(2011)，來源：http://nutri.jtf.org.tw/。


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