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研究生:陳海菁
研究生(外文):Hai-Jing Chen
論文名稱:營養標示資訊對消費決策影響效果之研究
論文名稱(外文):The Study on the Effects of Nutrition Label Information on Consumption Decisions
指導教授:萬鍾汶萬鍾汶引用關係
指導教授(外文):Jong-Wen Wann
學位類別:博士
校院名稱:國立中興大學
系所名稱:應用經濟學研究所
學門:社會及行為科學學門
學類:經濟學類
論文種類:學術論文
論文出版年:2004
畢業學年度:92
語文別:中文
論文頁數:125
中文關鍵詞:營養標示公共資訊品質揭露效果認知品質替代效果認知品質所得效果認知品質效率效果
外文關鍵詞:Nutrition LabelPublic InformationQuality Unfolding EffectPerceived Quality Substitution EffectPerceived Quality Income EffectPerceived Quality Efficiency Effect
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  人們消費各類食物的目的在於獲取適當的營養素以維持身體健康,然而由於食品營養素屬信任屬性,消費者不易瞭解食品的真實營養價值,營養標示能直接傳遞營養素含量資訊,以導正消費者對食品營養價值的錯誤認知,藉此矯正選擇的偏誤。本研究旨在探討營養標示資訊變化對消費者選擇的影響效果,以Lancaster之特徵理論基礎架構為軸,推導出兼顧經濟及財貨本質層面的各類影響效果。標示資訊的總效果得視「認知品質替代」、「認知品質所得」及「認知品質效率」三股力量的相對強度、以及認知品質與實際品質的偏差而定,同時搭配比較即可系統化探究營養標示資訊變化對消費選擇的可能影響情形。
  本研究設計出一般化的實驗架構,並實際針對110位大學生進行熱量資訊標示對五種市售商品選擇行為影響的測試,並以統計檢定及迴歸分析方式檢測營養標示資訊的總效果及認知品質效果,結果發現:
1.所有測試產品的需求量在標示前後具有顯著差異,顯示營養標示資訊總效果確實存在。
2.以特定食品需求對認知消費技術變動進行迴歸測試的結果,無法明確顯示出認知品質效果。
  縱使實證結果無法明確驗證理論的假說,實驗結果仍為消費者的營養標示資訊使用情形及應用能力提供一些量化的訊息:
1.大部分受訪者皆看過營養標示,在購物時會考慮食物的營養價值,並視營養標示為一種資訊來源。
2.大學生關心的營養標示項目中有些非我國現階段營養標示規範中規定需列示的項目,隱含目前我國標示規範水準可能過低,無法滿足國人。
3.即使是大學生在營養標示資訊的處理應用仍有困難,此隱含現行食品營養標示對國人而言可能太複雜。
第一章 緒論 1
第一節 研究動機與目的 1
第二節 研究範圍與研究方法 5
第三節 資料來源 6
第二章 食品標示規範現況 7
第一節 食品標示之意義及規範類型 7
第二節 國際對食品營養標示之規範 10
第三節 國際對其他食品標示之規範 15
第三章 文獻回顧 21
第一節 食品標示的基本功能及其相關經濟議題 21
第二節 消費者對食品標示認知、態度及使用經驗 27
第三節 食品營養與安全標示及資訊之應用研究 29
第四章 理論基礎 36
第一節 營養標示資訊對消費決策影響之概念性架構 36
第二節 食品營養資訊與食品消費需求之基本架構 43
第三節 食品營養資訊對食品消費決策之影響 46
第五章 消費者對營養標示資訊反應之研究設計 52
第一節 研究對象、問卷內容與調查方式 52
第二節 消費者對營養標示資訊實驗及結果分析 59
第三節 消費者對營養標示資訊反應分析及檢定 68
第六章 實證模型之設立、推估與結果分析 73
第一節 實證模型之設立 73
第二節 待驗證假說之建立 76
第三節 實證推估與結果分析 79
第七章 結論與建議 84
第一節 摘要與結論 84
第二節 建議 89
參考文獻 94
附錄一 市售包裝食品營養標示規範 105
附錄二 市售包裝食品營養宣稱規範 111
附錄三 「營養標示資訊對消費決策影響效果之研究」調查問卷 118
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