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研究生:李姿瑩
研究生(外文):Tzu-Ying Li
論文名稱:有機餐飲消費者之消費行為與期待之研究
論文名稱(外文):The study of consumption and expectation of organic food consumers
指導教授:朱于祺朱于祺引用關係
指導教授(外文):Kathy Yuchi Chu
學位類別:碩士
校院名稱:世新大學
系所名稱:觀光學系碩士班
學門:民生學門
學類:觀光休閒學類
論文種類:學術論文
論文出版年:2001
畢業學年度:90
語文別:中文
論文頁數:101
中文關鍵詞:有機食品有機餐飲知識態度行為
外文關鍵詞:organic foodorganic cateringknowledgeattitudebehavior
相關次數:
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論文題目:有機餐飲消費者之消費行為與期待之研究
校所名稱:私立世新大學觀光系碩士班
畢業時間:2001年(九十學年度第一學期碩士學位論文摘要)
研究生姓名:李姿瑩 指導教授:朱于祺
論文摘要:
部份已開發國家的公部門與私部門都開始設置有機餐飲,台灣的有機餐飲也有日益增加的趨勢,許多有機餐飲業者透過提供有機餐飲向消費者傳達有機食品與有機農業的益處,同時有機餐飲也是教育大眾且使其更易接受有機食品的有效管道。
本研究針對台北市27家有機餐飲店家中257位有機餐飲消費者抽樣調查,本研究使用敘述統計、皮爾遜相關分析、單因子變異數分析、卡方分析等進行統計分析,研究結果如下:
1.有機餐飲消費知識、有機餐飲消費態度與有機餐飲消費行為兩兩成正相關。
2.有機餐飲消費者個人屬性中,「25歲以下」(一星期消費平均次數1.63)在消費頻率的比例上顯著較其他年齡層低,宗教信仰為「其他」(一星期消費頻均次數4.00)在消費頻率的比例上顯著較「佛教」(一星期消費頻均次數2.62)與「無」(一星期消費平均次數2.42)高,教育程度「高中」(一星期消費平均次數2.94) 與「專科」(一星期消費平均次數3.50)在消費頻率的比例上顯著較「大學」(一星期消費平均次數1.99)高,職業「商」(一星期消費平均次數2.27)在消費頻率的比例上顯著較「學生」(一星期消費平均次數1.80)高,自身健康情形「十分良好」(一星期平均消費次數3.15)在消費頻率的比例上顯著較「普通」(一星期消費平均次數2.42)高。
3. 為探討不同個人屬性在有機餐飲消費金額的差異性而採用卡方檢定,結果發現不同性別、不同婚姻狀況、不同年齡、不同宗教信仰、不同教育程度、不同職業、不同自身健康情形、不同家人健康情形與不同個人或家庭可供花用或收入在有機餐飲消費金額上皆有顯著差異。
4. 有機餐飲消費者對有機餐飲的重視項目:「營養均衡」與「餐飲材料具有國內外認證或來源可靠」;消費阻礙項目:「價錢太貴」、「不容易找到有機餐飲」:期待有機餐飲供應方式:「健康主題式餐廳」、「附設在有機食品店內」。
【關鍵字】:有機食品、有機餐飲、知識、態度、行為
The Study of Consumption and Expectation of Organic Food Consumers
Student:Tzu-Ying Li Advisor:Prof. Kathy Yuchi Chu, Ph.D.
Shin Hsin University
Department of Tourism
Abstract
Public and private food sections have used organic foods in their food services. Caterings specializing in organic foods are increasing and give consumers the organic food information through serving organic food meals. Organic caterings are located in many organic food shops in Taiwan. Moreover, they are the main channels to educate consumers to know and accept organic food.
257 organic catering consumers were randomly selected in organic food shops of Taipei area. Statistics used include descriptive statistics, Pearson correlation, ANOVA, and chi-square test:
1.This study found that consumption knowledge, attitudes, and behaviors are positive correlated with each other in organic catering.
2.The differences in gender, marital status, family health, and expenditure allowance didn’t cause the differences in consumption frequency. However, the differences in age, religion, education, occupation, and personal health would cause differences in consumption frequency.
3.In terms of the relationship between personal attributes and consumption amount, the differences in gender, marital status, age, religion, education, occupation, personal health, family health, and expenditure allowance all affect the differences in consumption amount.
4. The most emphasized items in organic catering customers include “balanced nutrition” and “certification or reliability of organic sources”. The most important obstacles of consumption of organic catering include “too expensive” and “difficult to find”. The most expected ways of service include “health-themed restaurant” and “located inside the organic food stores”.
【Keywords】organic foods; organic catering; knowledge;
attitude; behavior
目次
頁次
第一章 緒論
第一節研究背景與動機---------------------------------------------- 1
第二節 名詞定義------------------------------------------------------ 3
第三節 研究目的------------------------------------------------------ 4
第四節 研究範圍------------------------------------------------------ 4
第五節 研究方法------------------------------------------------------ 4
第六節 研究流程------------------------------------------------------ 5
第二章 文獻回顧
第一節 飲食型態與疾病的關聯性----------------------------------6
第二節 較具健康意識的飲食型態----------------------------------7
第三節 有機農業的興起-------------------------------------------- 15
第四節 有機農業與有機食品的哲學層面與原則及定義----- 17
第五節 台灣有機農產品與有機食品認證------------------------22
第六節 有機食品與有機餐飲消費情形-------------------------- 25
第七節 知識、態度與行為的相關理論-------------------------- 38
第三章 研究方法
第一節 研究架構---------------------------------------------------- 45
第二節 抽樣設計---------------------------------------------------- 46
第三節 研究變數---------------------------------------------------- 47
第四節研究假設---------------------------------------------------- 50
第五節 資料分析方法---------------------------------------------- 51
第四章 結果與討論
第一節 問卷回收作業與資料分析------------------------------- 53
第二節 有機餐飲消費知識、態度與行為相關分析---------- 61
第三節有機餐飲消費行為與有機餐飲消費者之個人屬性
差異分析--------------------------------------------------- 62
第四節有機餐飲消費者之消費重視項目與消費阻礙-------- 74
第五節有機餐飲消費時段與期待供應方式-------------------- 77
第六節本研究架構檢定總表-------------------------------------- 79
第七節有機餐飲業之建議----------------------------------------- 80
第五章 結論與研究建議
第一節結論----------------------------------------------------------- 87
第二節研究建議----------------------------------------------------- 87
參考文獻----------------------------------------------------------- 90
附錄一:問卷-------------------------------------------------------------- 100
表次 頁次
表 2-2-1 健康飲食型態表---------------------------------------------- 14
表 2-4-2 有機農業定義------------------------------------------------- 21
表 2-6-1 消費者之個人屬性與購買有機食品關係---------------- 32
表 2-7-3 知識、態度與行為相關研究表---------------------------- 42
表 3-2-1 台北市有機餐飲業者表------------------------------------- 46
表 4-1-1 有機餐飲消費者的個人屬性資料分析------------------- 54
表 4-1-2 有機餐飲消費知識得分表---------------------------------- 57
表 4-1-3 有機餐飲消費態度得分表---------------------------------- 58
表 4-1-4 有機餐飲消費行為得分表---------------------------------- 60
表 4-2-1 有機餐飲消費知識、態度與行為之相關性
(Pearson’r)-------------------------------------------------- 61
表 4-3-1 有機餐飲消費者之消費頻率與性別及婚姻狀況之
t檢定分析--------------------------------------------------- 62
表 4-3-2 有機餐飲消費者之消費頻率與年齡之單因子變異
數分析表----------------------------------------------------- 62
表 4-3-3 有機餐飲消費者之消費頻率與宗教信仰之人數及
次數平均數表----------------------------------------------- 63
表 4-3-4有機餐飲消費者之消費頻率與宗教信仰之單因子
變異數分析表----------------------------------------------- 63
表 4-3-5 有機餐飲消費者之消費頻率與教育程度之單因子
變異數分析表----------------------------------------------- 64
表 4-3-6 有機餐飲消費者之消費頻率與職業之單因子變異
數分析表----------------------------------------------------- 65
表 4-3-7 有機餐飲消費者之消費頻率與自身健康情形之單
因子變異數分析表----------------------------------------- 65
表 4-3-8 有機餐飲消費者之消費頻率與家人健康情形之單
因子變異數分析表----------------------------------------- 66
表 4-3-9有機餐飲消費者之消費頻率與個人或家庭每月可
供花用或收入之單因子變異數分析表----------------- 67
表 4-3-10 有機餐飲消費者之消費金額與性別之卡方檢定分
析表----------------------------------------------------------- 68
表 4-3-11 有機餐飲消費者之消費金額與婚姻狀況之卡方
檢定分析表-------------------------------------------------- 68
表 4-3-12 有機餐飲消費者之消費金額與年齡之卡方檢定
分析表-------------------------------------------------------- 69
表 4-3-13 有機餐飲消費者之消費金額與宗教信仰之卡方
檢定分析表-------------------------------------------------- 69
表 4-3-14 有機餐飲消費者之消費金額與教育程度之卡方
檢定分析表-------------------------------------------------- 70
表 4-3-15 有機餐飲消費者之消費金額與職業之卡方檢定
分析表-------------------------------------------------------- 71
表 4-3-16 有機餐飲消費者之消費金額與自身健康情形之
卡方檢定分析表-------------------------------------------- 71
表 4-3-17 有機餐飲消費者之消費金額與家人健康情形之
卡方檢定分析表-------------------------------------------- 72
表 4-3-18 有機餐飲消費者之消費金額與個人或家庭每月
可供花用或收入之卡方檢定表-------------------------- 73
表 4-4-1 視有機食品與有機餐飲為生活一部份的有機餐飲
消費者之消費重視項目----------------------------------- 75
表 4-4-2 不視有機食品與有機餐飲為生活一部份的有機餐
飲消費者之消費阻礙-------------------------------------- 76
表 4-5-1 有機餐飲消費者之消費時段------------------------------- 77
表 4-5-2 有機餐飲消費者之期待供應方式------------------------- 78
表 4-6-1 本研究假設檢定總表-----------------------------------------79
表 4-7-1 世界有機餐飲概況--------------------------------------------84
圖次 頁次
圖 2-7-1 態度的三個成分------------------------------------------------ 40
圖 2-7-2 信念 態度 行為改變路徑圖--------------------------------- 41
圖 3-1-1 研究架構概念圖------------------------------------------------ 45
圖 3-5-1 本研究統計之分析方法--------------------------------------- 52
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