跳到主要內容

臺灣博碩士論文加值系統

(44.210.83.132) 您好!臺灣時間:2024/05/27 02:11
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果 :::

詳目顯示

我願授權國圖
: 
twitterline
研究生:黃孝淳
研究生(外文):Huang, Hsiao-Chun
論文名稱:臺灣消費者食物恐新症對健康食品購買意願之影響
指導教授:黃國峯黃國峯引用關係林谷合林谷合引用關係
口試委員:黃國峯林谷合酈芃羽傅浚映
口試日期:2019-03-12
學位類別:碩士
校院名稱:國立政治大學
系所名稱:企業管理研究所(MBA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:2019
畢業學年度:107
語文別:中文
論文頁數:77
中文關鍵詞:食物恐新症健康食品知識健康食品購買意願
外文關鍵詞:Food neophobiaKnowledge on food and healthWillingness to buy functional foods
相關次數:
  • 被引用被引用:6
  • 點閱點閱:361
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:1
隨著國人健康意識抬頭、人口結構趨向高齡化及少子化,健康保健的需求及減少疾病風險格外受到重視,也因此讓健康食品的需求逐年攀升。據經濟部技術部調查及推估,臺灣的保健食品市場規模從2015年開始已連續四年達的正成長,由此可見健康食品市場的發展潛力與國人的高需求量。然而健康食品對於消費者而言屬於有別於傳統食物的新型態食品,從前四大健康食品類別的飲料類為例,根據臺灣區飲料工業同業公會2018年會員工廠各類飲料銷售數量統計資料顯示,2018年上半年的各類飲料銷售額中,機能性飲料僅佔1.90%,可見臺灣的健康食品以及機能性食品仍尚未全面普及,在此情況之下,過去研究也發現消費者對於食物的恐新程度會顯著負面影響其對於機能性食品的購買意願,以及消費者若對於機能性食品的知識以及產品效能有較多的認識時,對於機能性食品的消費行為將會有正面影響,因此本研究目的為探討國人的食物恐新症程度是否會顯著反向影響其對於健康食品之購買意願,以及國人在健康食品知識的認知程度是否會正向調節此影響關係及如何調節。本研究透過網路社群平台Facebook以及論壇Dcard,針對臺灣人以便利抽樣的方式,使用線上問卷系統SurveyCake進行問卷之發放及回收,並於問卷設定上規範「問卷之題項需完整填寫完畢始能進行繳交」,因此回收之問卷未包含填寫不完整之無效問卷,總共發放及回收的有效問卷共計618份,有效回收率為100%。研究結果發現,受訪者的食物恐新症會顯著地正向影響他們對於健康食品的購買意願,並且健康食品知識在食物恐新症與健康食品之購買意願間的影響關係上具有顯著的反向調節效果。
The functional food has witnessed growth in recent years due to the increasing consumer health awareness, the aging of population and fewer children, and the prevention, maintenance or improvement of disease in healthcare. Abovementioned factors boost functional food market in Taiwan and reflect a positive growth from 2015 according to the report by Ministry of Economic Affair. Unfortunately, people are hesitant to try functional food compared to normal food. As the beverage is top 4 in the category of functional food, we use beverage as an example. In the 2018 Beverage Sales report of Taiwan Beverage Industries Association, there is only 1.90% in functional drinks. The study attempts to investigate 2 hypotheses. First, as the functional food is not popular in Taiwan based on the report, food neophobia will obviously lead to the negative impact on their willingness to buy in functional food. Second, and if consumers are improving the knowledge on food and health, it will reflect a positive growth of willingness to buy in functional food. The study applies survey method and distributes 618 questionnaires to the people who live in Taiwan and have an account in social media “Facebook” and “Dcard”. The effective response rate is 100% since the ineffective response will not be counted in our online survey platform “SurveyCake”. The major findings are, first, food neophobia has a significant positive influence on willingness to buy in functional food. Second, when consumers are improving the knowledge on food and health, it has a significant negative influence on willingness to buy in functional food.
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題 3
第三節 研究目的 6
第四節 研究流程 7
第二章 文獻回顧 9
第一節 健康食品之定義 9
第二節 食物恐新症 13
第三節 食品知識 15
第四節 購買行為 17
第三章 研究設計 20
第一節 研究架構 20
第二節 研究變數之操作型定義 21
第三節 研究假設 22
第四節 問卷設計 24
第五節 資料分析 28
第四章 分析與討論 29
第一節 問卷回收狀況與樣本分佈 29
第二節 食物恐新症之敘述性統計、項目分析、信度分析及效度分析 33
第三節 健康食品知識之信度分析、敘述性統計及效度分析 36
第四節 健康食品的購買意願之敘述性統計、信度分析及效度分析 40
第五節 相關分析 44
第六節 假設檢定 45
第五章 結論與建議 59
第一節 研究結論 59
第二節 管理意涵 64
第三節 研究限制 66
第四節 未來研究建議 67
參考文獻 68
附錄:研究問卷 74
台灣區飲料工業同業公會(2018)。2018年值得關注之食品飲料趨勢。檢自:http://www.bia.org.tw/zh-tw/news-42824/2018%E5%B9%B4%E5%80%BC%E5%BE%97%E9%97%9C%E6%B3%A8%E4%B9%8B%E9%A3%9F%E5%93%81%E9%A3%B2%E6%96%99%E8%B6%A8%E5%8B%A2.html [2019, February 15]

台灣區飲料工業同業公會(2018)。2018年會員工廠各類飲料銷售數量統計表。檢自:http://www.bia.org.tw/style/frame/m9/download.asp?lang=1&customer_id=1011&content_set=color_1&name_id=107605&Directory_ID=13643 [2019, February 15]

吳明隆(2003)。SPSS統計應用學習實務-問卷分析與應用統計,台北:知城數位科技。
吳明隆(2007),SPSS操作與應用-問卷統計分析實務,台北:五南圖書出版有限公司。
林百也、邱建智、徐欽賢、李貞(2012)。保健食品消費者知覺價值及滿意度對行為意圖之影響。體育運動與Amos統計應用期刊,1(2),1 – 11。
溫世頌(2006),心理學辭典,台北:三民書局。
楊雅嵐、吳怡萱、許輔(2017)。國際健康宣稱之規範與我國之比較。臺灣膳食營養學雜誌,9(1),1-18。
經濟部工業局(2018)。健康食品管理法及相關法規。檢自:http://www.cgprdi.org.tw/functionalfood/statute/sta_main.asp [2019, February 15]
經濟部技術部(2018)。2018食品產業年鑑。台北:財團法人食品工業發展研究所。
衛生福利部食品藥物管理署(2018)。健康食品管理法。檢自:https://consumer.fda.gov.tw/Law/Detail.aspx?nodeID=518&lawid=167 [2019, February 15]

衛生福利部食品藥物管理署(2018)。衛生福利部審核通過之健康食品資料查詢。檢自:https://consumer.fda.gov.tw/Food/InfoHealthFood.aspx?nodeID=162 [2019, February 15]

Aiken, L. S., & West, S. G., (1991). Multiple Regressions: Testing and Interpreting Interactions. London, United Kingdom: Sage publications, Inc.
Arnold, H. J. (1982). Moderator variables: A clarification of conceptual, analytic, and psychometric issues. Organizational Behavior and Human Performance, 29(2), 143-174.
Bettman, J.R., & Park, C.W. (1980). Effects of prior knowledge and experience and phase of the choice process on consumer decision processes: a protocol analysis. Journal of Consumer Research, 7(3), 234–48.
Birch, L.L., Gunder, L., Grimm-Thomas K., & Laing, DG. (1998). Infants’ consumption of a new food enhances acceptance of similar foods. Appetite, 30, 283–95.
Birch, L. L., & Marlin, D. W. (1982). I don't like it; I never tried it: Effects of exposure on two-year-old children's food preferences.Appetite,3(4), 353-360.

Birch, L.L., McPhee, L., Shoba, BC., Pirok, E., & Steinberg, L. (1987). What kind of expo-sure reduces children’s food neophobia? Appetite, 9, 171–78.
Brucks, M. 1985. The effects of product class knowledge on information search behavior. Journal of Consumer Research, 12(1), 1–16.
Dawson, J. F. (2014). Moderation in management research: What, why, when and how. Journal of Business and Psychology, 29, 1-19.
Dolgopolova, I., Teuber, R., & Bruschi, V. (2015). Consumers’ perceptions of functional foods: trust and food-neophobia in a cross- cultural context. Internal Journal of Consumer Studies, 39, 708-715.
European Commission. (2008). Functional Food in the European Union. European Commission. From https://ec.europa.eu/jrc/en/publication/eur-scientific-and-technical-research-reports/functional-food-european-union [2019, February 15]
Galloway, A. T., Lee, Y., & Birch, L. L. (2003). Predictors and consequences of food neophobia and pickiness in children. Journal of the American Dietetic Association, 103, 692–698.
Gilbert, L. (2000). Marketing functional foods: How to reach your target audience. AgBioForum, 3(1), 20-38.
Gil, J. M. & Soler, F. (2006). Knowledge and willingness to pay for organic food in Spain: Evidence from experimental auctions. Act Agricultural Scandinavica, Section C — Food Economics, 3(3), 109-124.
Goetzke, B. I. & Spiller, A. (2014). Health-improving lifestyles of organic and functional food consumers. British Food Journal, 116(3), 510-526.
Hur, J-Y., & Jang, S-C. (2015). Anticipated guilt and pleasure in a healthy food consumption context. International Journal of Hospitality Management, 48, 113–123.
Hursti, U.-K. K., & Sjo¨den, P.-O. (1997). Food and general neophobia and their relationship with self-reported food choice: familial resemblance in Swedish families with children of ages 7–17 years. Appetite, 29, 89–103.
Hung, Y., de Kok, T., & Verbeke, W. (2016). Consumer attitude and purchase intention towards processed meat products with natural compounds and a reduced level of nitrite. Meat Science, 121, 119–126.
IFIC. (2007). Consumer attitudes towards functional foods/foods for health: Executive summary. International Food Information Council Foundation, Washington, USA.
Jeżewska-Zychowicz, M. & Królak, M. (2015). Do Consumers’ Attitudes Towards Food Technologies and Motives of Food Choice Influence Willingness to Eat Cereal Products Fortified with Fibre? Polish Journal of Food and Nutrition Sciences, 65(4), 281–292.
Kaur, N., & Singh, D-P. (2017). Deciphering the consumer behavior facts of functional foods: A literature review. Appetite, 112, 167-187
Kraemer, H. C., & Blasey, C. M. (2006). Centering in regression analyses: a strategy to prevent errors in statistical inference. International Journal of Methods in Psychiatric Research, 13(3), 141-151.
La Barbera, F., Amato, M., & Sannino, G. (2016). Understanding consumers’ intention and behaviour towards functionalised food. British Food Journal, 118(4), 885–895.
Loewen, R., & Pliner, P. (1999). Effects of prior exposure to palatable and unpalatable novel foods on children’s willingness to taste other novel foods. Appetite, 32, 351–366.
Marcia, D. B., & Rafael, L. L. (2011). Consumer market for functional foods in South Brazil. International Journal of Food System Dynamics, 2, 126-144
Milton, K. (1993). Diet and primate evolution. Scientific American, 269, 70–77.
Munene, C. N. (2006). Analysis of consumer attitudes and their willingness to pay for functional foods. Unpublished Master thesis, Louisiana State University, USA.
Ong, F. S., Kassim, N. M., Peng, O. S., & Singh, T. (2014). Purchase Behaviour of Consumers of Functional Foods in Malaysia: An Analysis of Selected Demographic Variables, Attitude and Health Status. Asia Pacific Management Review, 19(1), 81-98.
Park, C.W., Gardner, M.L., & Thukral, V.K. (1988). Self-perceived knowledge: some effects on information processing for a choice task. American Journal of Psychology 101,401–24.
Park, C.W., Mothersbaugh, D.L., & Feick, L. (1994). Consumer knowledge assessment. Journal of Consumer Research, 21(1), 71–82.
Pliner, P., & Hobden, K. (1992). Development of a scale to measure the trait of food neophobia in humans. Appetite, 20(2), 111-123.
Popova, K., Frewer, L. J., Jonge, J. De, Fischer, A., & Kleef, E. Van. (2010). Consumer evaluations of food risk management in Russia. British Food Journal, 112, 934–948.
Rezai, G., Teng, P. K., Mohamed, Z., & Shamsudin, M. N. (2014). Structural Equation Modeling of Consumer Purchase Intention Toward Synthetic Functional Foods. Journal of Food Products Marketing, 20, 13–34.
Sääksjärvi, M., Holmlund, M. & Tanskanen, N. (2009). Consumer knowledge of functional foods. The International Review of Retail, Distribution and Consumer Research, 19(2), 135-156.

Seechurn, D., Neeliah, H., & Neeliah, S. A. (2009). Functional foods in Mauritius: A consumer survey. Journal of Development and Agricultural Economics, 1(9), 204-211.
Siegrist, M., Shi, J., Giusto, A., & Hartmann, C. (2015). Consumer acceptance of functional foods and beverages in Germany and China. Appetite, 92, 87-93.
Stratton, L-M., Vella, M-N., Sheeshka, J., & Duncan, A-M. (2015). Food neophobia is related to factors associated with functional food consumption in order adults. Food Quality and Preference, 41, 133-140.
Verbeke, W. (2005). Consumer acceptance of functional foods: socio-demographic, cognitive and attitudinal determinants. Food Quality and Preference, 16, 45–57.
Wansink, B., Westgren, R. E., Cheney, M. M. (2005). Hierarchy of nutritional knowledge that relates to the consumption of a functional food. Nutrition, 21(2), 264-268.
Winsted, K. F., (1997). The service experience in two cultures: A behavioral perspective. Journal of Retailing, 73(3), 337-360.
連結至畢業學校之論文網頁點我開啟連結
註: 此連結為研究生畢業學校所提供,不一定有電子全文可供下載,若連結有誤,請點選上方之〝勘誤回報〞功能,我們會盡快修正,謝謝!
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top