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研究生:陸宇龍
研究生(外文):LU,YU-LUNG
論文名稱:營養標示中糖與反式脂肪警語標示對消費者購買意願之影響
論文名稱(外文):The Influence of Warning Label of Sugar and Trans Fat on Nutrition Facts upon Consumer Buying Intentions
指導教授:梁哲豪梁哲豪引用關係
指導教授(外文):LIANG,JER-HOUR
口試委員:蘇家愷李學愚
口試委員(外文):SU,CHIA-KAILEE,SHYUE-YU
口試日期:2016-06-30
學位類別:碩士
校院名稱:康寧大學
系所名稱:餐飲管理研究所
學門:民生學門
學類:餐旅服務學類
論文種類:學術論文
論文出版年:2016
畢業學年度:104
語文別:中文
論文頁數:61
中文關鍵詞:營養標示警語購買意願
外文關鍵詞:Nutrition FactsWarningBuying Intentions
相關次數:
  • 被引用被引用:1
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  • 下載下載:20
  • 收藏至我的研究室書目清單書目收藏:0
目前營養標示雖列有糖與反式脂肪的含量項目,然文獻顯示消費者對於包裝食品各項標示的意義認識不清,可知消費者在知識不足或無安全食用量的資訊,無助降低購買意願的政策推行。因此,本研究以購買含糖或反式脂肪包裝食品之高雄市消費者為研究對象,採用便利抽樣法,發放含糖或反式脂肪包裝食品在有無警語標示之情境模式問卷各170份,並擇取回收問卷中各150份及男女性別比例各佔50%的有效問卷。結果顯示,受試者在有無警語標示之情境模式,其購買前之態度、主觀規範及知覺行為控制皆達顯著性差異;另於受試者在警語標示之情境模式,其購買前之態度、主觀規範及知覺行為控制皆會影響其購買意願,整體解釋力分別為57%及68%。推論消費者對於包裝食品警語標示之喜愛正面評價高(態度)、增加正面支持之認同(主觀規範)或得到健康資訊產生較高之知覺風險(知覺行為控制),而降低其食用量(購買意願)。
At present, although Nutritional Facts lists items of the content of sugar and trans fat, however, documents show consumers have unclear understanding on each labeling meaning of packaged foods. It can know that with consumers’ lack of knowledge or no information of safe intake, it does not help to reduce implementation of the policy about buying intentions. Therefore, this study took consumers in Kaohsiung City, Taiwan who buy packaged foods including sugar or trans fat as research objects, adopted convenience sampling methods, provided 170 copies each of questionnaires of packaged foods including sugar or trans fat in situational modes with or without warnings, and selected valid questionnaires 150 copies each and sex ratio of men and women which was 50% each from retrieved questionnaires. The result shows about subjects in situational modes with or without warnings, all of their attitudes before buying, subjective norm and perceived behavioral control reach significant difference; in addition, about subjects in situational modes with warnings, all of their attitudes before buying, subjective norm and perceived behavioral control influence their buying intentions. Overall explanatory power is 57% and 68% separately. It infers that consumers’ positive evaluation on affection of warnings of packaged foods is high (attitude), increases identity of positive support (subjective norm), or gets health information and arises higher perceived risk (perceived behavioral control), and then reduces their intake (buying intentions).
摘 要..................................................................Ⅰ
Abstract...............................................................Ⅱ
誌 謝..................................................................Ⅲ
目 錄..................................................................Ⅳ
表 次..................................................................Ⅵ
圖 次..................................................................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......................................................3
第三節 名詞定義......................................................4
第四節 研究流程......................................................6
第二章 文獻探討........................................................7
第一節 糖與反式脂肪對健康危害........................................7
第二節 營養標示....................................................9
第三節 警語的影響..................................................12
第四節 購買意願....................................................13
第五節 計畫行為理論.................................................15
第三章 研究方法.......................................................18
第一節 研究架構.....................................................18
第二節 研究假設.....................................................19
第三節 研究工具.....................................................20
第四節 研究對象與抽樣方法...........................................23
第五節 資料處理.....................................................26
第四章 結果與討論.....................................................28
第一節 樣本背景資料.................................................28
第二節 有無標示警語對態度、主觀規範、知覺行為控制之差異分析...........31
第三節 警語標示對態度、主觀規範、知覺行為控制與購買意願之關係.........33
第四節 假設檢定結果.................................................39
第五章 結論與建議.....................................................40
第一節 結論.........................................................40
第二節 建議.........................................................42
參考文獻...............................................................43
附錄一 正式問卷.......................................................50
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