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研究生:陳芳乙
研究生(外文):Fang-Yi Chen
論文名稱:探討消費者購買醜食行為意圖之研究-計畫行為理論觀點
論文名稱(外文):A study of consumer`s purchase intention for imperfect foods - Theory of Planned Behavior
指導教授:李宜致李宜致引用關係吳偉立吳偉立引用關係
指導教授(外文):Yi-Chih LeeWei-Li Wu
學位類別:碩士
校院名稱:健行科技大學
系所名稱:國際企業經營系碩士班
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:2020
畢業學年度:108
語文別:中文
論文頁數:78
中文關鍵詞:計畫行為理論行為意圖醜食認知
外文關鍵詞:Theory of planned behaviorBehavioral IntentionImperfect foodsCognition
相關次數:
  • 被引用被引用:3
  • 點閱點閱:262
  • 評分評分:
  • 下載下載:36
  • 收藏至我的研究室書目清單書目收藏:1
聯合國糧農組織指出,每年提供給人類食用的糧食產量中,已有許多遭到耗損或浪費。為了減少食物浪費的問題,需了解關於消費者對於購買醜食的行為和潛在的傾向,本研究藉由計畫行為理論和消費者本身對醜食的認知,探討消費者對於購買醜食的行為意圖及影響程度。研究結果發現,消費者對於醜食的認知與態度、主觀規範、知覺行為控制皆有顯著的正向影響。同時,消費者對醜食的認知、態度、主觀規範、知覺行為控制對消費者的行為意圖,亦皆有顯著的正向影響。且消費者對醜食的認知會正向影響態度,並在經由消費者的態度中介正向影響行為意圖。
According to the Food and Agriculture Organization of the United Nations (FAO), much wastage is created from fresh produce globally every year. In order to reduce the problem of food wastage, we need to explore into consumers’ behavior and the tendencies of consumers’ willingness to purchase imperfect produce. This research is conducted based on public awareness for the imperfect foods movement and the theory of planned behaviors that lead to the influential factors and consumers’ intentions to purchase imperfect produce in order to reduce food wastage problems. The results of the study found that consumers’ perceptions and attitudes towards imperfect foods, subjective norms, and perceptual behavior control all have significant positive effects. At the same time, consumers' perceptions, attitudes, subjective norms, and perceptual behavior control of imperfect foods also have a significant positive impact on consumers' behavioral intentions. Therefore, consumers' perception of imperfect foods will positively affect attitudes and will positively influence behavioral intentions through consumer attitudes.
目 錄
審定書
摘 要 i
Abstract ii
誌 謝 iii
目 錄 iv
表目錄 vii
圖目錄 ix
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 3
1.3 研究內容與範圍 4
1.4 研究流程 4
第二章 文獻探討 6
2.1 醜食 6
2.1.1 醜食定義 6
2.1.2 醜食的背景 6
2.1.3 食物損失和食物浪費的定義 7
2.1.4 糧食系統與氣候變遷相互間的影響 8
2.2 理性行為理論 17
2.2.1 計畫行為理論 18
2.2.2 態度(BehavioralAttitude, AT)20
2.2.3 主觀規範(Subjective Norm, SN)21
2.2.4 知覺行為控制(Perceived Behavioral Control, PBC)22
2.2.5 行為意圖(Behavioral Intention, BI)24
2.3 認知(Cognition)24
2.4 認知、態度與行為意圖 25
第三章 研究方法 27
3.1 研究架構 27
3.2 研究對象 30
3.3 研究變數的定義與衡量 30
3.3.1 認知 30
3.3.2 態度 31
3.3.3 主觀規範 32
3.3.4 知覺行為控制 33
3.3.5 行為意圖 34
3.3.6 個人的基本資料 35
3.4 資料分析方法 36
第四章 研究結果與討論 37
4.1 樣本基本資料分析 37
4.1.1 研究對象與資料收集 37
4.1.2 樣本結構 37
4.2 研究變項基本特性資料分析 39
4.2.1 認知之特性分析 39
4.2.2 態度之特性分析 40
4.2.3 主觀規範之特性分析 40
4.2.4 知覺行為控制之特性分析 41
4.2.5 行為意圖之特性分析 42
4.3 各量表之信度分析 43
4.3.1 認知之信度分析 43
4.3.2 態度之信度分析 43
4.3.3 主觀規範之信度分析 44
4.3.4 知覺行為控制之信度分析 45
4.3.5 行為意圖之信度分析 45
4.4 各變項之相關分析 46
4.5 各研究構面間的迴歸分析 46
4.5.1 認知對態度之影響 46
4.5.2 態度對行為意圖之影響 47
4.5.3 認知對行為意圖之影響 47
4.5.4 認知和態度對於消費者行為意圖之影響 48
4.5.5 認知對主觀規範之影響 49
4.5.6 主觀規範對行為意圖之影響 49
4.5.7 認知對知覺行為控制之影響 50
4.5.8 知覺行為控制對行為意圖之影響 51
第五章 結論與建議 53
5.1 研究結果討論 53
5.1.1 認知對態度之影響 53
5.1.2 態度對行為意圖之影響 54
5.1.3 認知對行為意圖之影響 54
5.1.4 態度之中介作用 55
5.1.5 認知對主觀規範之影響 55
5.1.6 主觀規範對行為意圖之影響 55
5.1.7 認知對知覺行為控制之影響 56
5.1.8 知覺行為控制對行為意圖之影響 56
5.2 管理及實務建議 57
5.2.1 改變台灣消費者對醜食的認知 57
5.2.2 學校、社區與媒體應推廣醜食的資訊 57
5.2.3 張貼醜食標語,提高台灣消費者的知覺行為控制 58
5.3 研究限制與未來研究建議 58
第六章 參考文獻 59
附 錄 74
簡 歷 78
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