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研究生:莊金陵
研究生(外文):Chin-LingChuang
論文名稱:塑化劑事件後,台灣消費者對保健食品購買行為之研究
論文名稱(外文):The research of consumer purchasing behavior for health food in Taiwan after DEHP event
指導教授:王明隆王明隆引用關係
指導教授(外文):Ming-Long Wang
學位類別:碩士
校院名稱:國立成功大學
系所名稱:經營管理碩士學位學程
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:中文
論文頁數:146
中文關鍵詞:塑化劑涉入程度知覺評估購買決策購買意圖
外文關鍵詞:PlasticizerPerceived EvaluationInvolvementPurchase DecisionPurchase Intention
相關次數:
  • 被引用被引用:9
  • 點閱點閱:1004
  • 評分評分:
  • 下載下載:78
  • 收藏至我的研究室書目清單書目收藏:2
2011年5月台灣爆發有毒起雲劑事件,起因在於不肖廠商將食品添加物起雲劑其中的棕櫚油成份,改用以價格更為低廉,保存期限更長的工業原料塑化劑DEHP取代之,若超過人體可排出的負荷劑量,將因此對人體造成致癌及生殖系統異變。此件事件,比2008年中國大陸爆發的「三聚氰胺事件」更甚,引發社會大眾瞬間提高對身體健康是否已受到危害的關注,並產生極大的恐慌。

由於本研究生之事業,處於保健食品產業,又因本次台灣塑化劑事件,所感受到的衝擊為最直接,最深,故引發了本研究生探討『塑化劑事件後消費者對保健食品購買行為之研究』的動機。

首先先針對台灣消費者在經歷塑化劑事件,是否對購買保健食品之『購買決策』有顯著影響而探討之,再進而探討消費者的『涉入程度、產品知識、知覺評估』與塑化劑“前、後”之『購買決策』間之影響,以及消費者經歷劑化劑後,對『包裝型態』、『購買選擇』是否有顯著影響,消費者的『涉入程度、產品知識、知覺評估、塑化劑事件後,購買決策』與塑化劑“後”之『購買意圖』間之影響的理論及相關研究。

研究分析結果如下︰
1.塑化劑事件,確實影響台灣消費者的『購買決策』。『網路上網友上的評價』及『學術報導、醫學期刊』,因為塑化劑事件發生,消費者在選購保健食品時,對此二資訊來源問項,更加信任和注重。

2.不同的人口統計變數在各研究構面具有差異性。女性進入家庭後,對於家人的健康關注提高,所以會對保健食品較高程度的涉入。消費者可能因年齡增長,對保健食品有所較多的接觸。平均月收入有一定水準或水準以上收入的消費者,可能願意多關心或選擇安全感高和形象感佳的保健食品。

3.塑化劑事件後,消費者最信任『錠狀』、『玻璃瓶器』的包裝型態。

4.消費者對於保健食品之『購買選擇』。排名前四名為『調節血脂、腸胃道健康、免疫調節及護肝』等四類。

5、高購買意圖群對各研究構面,關心程度最高。保健食品產業,若要永續發展和保持產業成長,除了政府在相關法規制定外,業者也因該要全面檢視產品食的安全和效果,必須要照顧消費者最大權益。

6.因塑化劑事件的發生,使得消費者對透過「廣告」、「代言人知名度」建立形象「知名品牌」的保健食品的認同度低。

7.給消費者的實務建議︰
為了消費者的食用安全,建議在選購保健食品時,可以注意下列幾項重點。
(1)產品經過專業認證單位檢驗合格之產品。
(2)經由專業人士推薦之產品。
(3)選擇較具知名廠商。
(4)產品成分標示說明清楚。
(5)盡量選購無食品添加物。

再整理結論、建議後,希望使得消費者對保健食品有更深了解,以及廠商在產品的行銷策略上,能夠做出最佳的決策之參考。

Abstract

In May 2011, there was a case in Taiwan involving the use of a toxic clouding agent. Unscrupulous manufacturers substituted palm oil in a food additive of clouding agent with the industrial plasticizer DEHP, which is much cheaper and has a longer shelf life. It was found that large amounts of DEHP can cause cancer and damage to the human reproductive system. This incident was said to be more serious than the melamine case that happened in Mainland China in 2008. It caused great fear and gained public attention due to its health implications.

With the health food industry as the research subject as well as the direct and significant impact of plasticizing agents on Taiwan, the researcher aims to explore the purchasing behavior of consumers towards health foods given the plasticizer case.

First, the researcher determines whether the case has significant impact on consumers' purchasing decision with regard to health foods in Taiwan. The influence of consumers’ degree of involvement, product knowledge and perception assessment on purchasing decision before and after the plasticizer incident is also discussed. In addition, the effects of packaging and purchasing options on consumers after the incident, as well as the theory and related studies on purchasing decision and purchasing intention after the plasticizer case are explored.

The results of the research are as follows:
1. The plasticizer case has significantly affected the purchase decision of consumers in Taiwan. Because of the incident, consumers have greatly considered information from the internet, as well as academic reports and medical periodicals when making purchasing decisions on health foods.
2. There are varying statistical data based on different research aspects. Female subjects focus more on the family’s health; therefore they have a higher degree of involvement with health foods. As consumers age, they tend to patronize health foods. Those with above average or higher income tend to be more health-conscious or interested in safe and reputable health foods.
3. After the plasticizer incident, ingot-shaped containers and glass bottles have become the consumers’ most trusted forms of packaging.
4. The top four most-purchased health foods are products that can regulate blood fat, promote gastrointestinal health and support immunoregulation and liver protection.
5. Consumers with strong purchase intention have the highest degree of concern for research. If the health food industry wants sustainable growth and development, manufacturers should ensure the safety and results of their products. They must also act in the best interest of consumers aside from adhering to government laws.
6. After the plasticizer incident, customers had a low degree of recognition of famous health food brands whose brand image is enhanced by advertisements and popular endorsers.
7. This study provides the following practical suggestions for consumers:
For food safety, consumers should consider the following points when purchasing health foods:
(1) Products have been evaluated by a professional certification institute.
(2) Products are recommended by professionals.
(3) Products are made by reputable manufacturers.
(4) The ingredients of the product are indicated clearly.
(5) Try to buy products that are free of food additives.

It is hoped that the conclusions and suggestions in this study can serve as reference for consumers so that they will have a better understanding of the health food industry. Manufacturers can also use this research so that they can create the best strategy in marketing products.
謝誌....................................................I.
中文摘要................................................II.
Abstract..............................................III.
目錄....................................................V.
表目錄.................................................VI.
圖目錄................................................VII.
第一章 緒論.............................................1.
第一節 研究背景與動機....................................1.
第二節 研究目的.........................................2.
第三節 研究範圍與對象....................................2.
第四節 研究流程.........................................3.
第二章文獻探討..........................................4.
第一節 台灣保健食品消費特性..............................4.
第二節 涉入程度之文獻探討...............................11.
第三節 知覺評估之文獻探討...............................14.
第四節 購買決策之文獻探討...............................15.
第五節 購買意圖之文獻探討...............................21.
第六節 購買選擇之文獻探討...............................22
第三章 研究方法........................................26
第一節 研究構面........................................26
第二節 命題假設........................................28
第三節 問卷設計與調查對象...............................36
第四節 抽樣設計與分析方法...............................40
第五節 研究限制........................................45.
第四章 研究結果與分析...................................46.
第一節 資料處理........................................46.
第二節 人口統計變數....................................48.
第三節 因素分析之效度考驗與信度分析......................51.
第四節 塑化劑事件,是否影響台灣消費者的『購買決策』........58.
第五節 不同的人口統計變數在各研究構面之差異性.............68.
第六節 塑化劑事件前、後之購買決策與各構面之關係.........78.
第七節 塑化劑事件後,各構面對『包裝型態』之關係.........83.
第八節 衡量消費者對於保健食品之『購買選擇』.............94.
第九節 塑化劑事件後,消費者的『購買意圖』與各研究構面之關係........................................112.
第五章 結論與建議...................................125.
第一節 研究結論與建議...............................125.
第二節後續研究的建議................................134.

附錄:
附錄一、文獻參考...................................135.
附錄二、本研究問卷.................................139.
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