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研究生:楊智偉
研究生(外文):YANG,CHIH-WEI
論文名稱:麵包購買行為意願之研究–以星野酵母麵包為例
論文名稱(外文):The Study of Consumers’ Purchase Intentions to Bread Buying Behavior—By Hoshino Natural Leaven Bread
指導教授:吳政和吳政和引用關係
指導教授(外文):WU,CHENG-HO
口試委員:鄭天明岑淑筱吳政和
口試委員(外文):CHENG,TIEN-MINGTSEN,SHU-HSIAOWU,CHENG-HO
口試日期:2020-06-29
學位類別:碩士
校院名稱:靜宜大學
系所名稱:觀光事業學系
學門:民生學門
學類:觀光休閒學類
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:76
中文關鍵詞:產品屬性認知價值產品吸引力購買意願烘焙天然酵母
外文關鍵詞:Product AttributesCognitive ValueProduct AppealPurchase IntentionBakingNatural Leaven
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2005年第一次前往日本參加MOBAC SHOW (第13回國際製パン製菓關聯產業展) Machinery Materials Marketing Of Bakery and confectionery show 同時,前往琦玉縣一家名為Kazamidori風見雞.星野天然酵母專門麵包店見學,吃到了第一口的鹽麵包.當下的麵包發酵風味讓研究者驚為天人,印象深刻,再經由了解後才明白,原來在台灣從未吃過的發酵風味是從星野酵母而來,從此研究者埋下了對星野酵母的深刻印象。
事隔七年後2012年日本星野酵母代言人 福王寺明老師第一次來台推廣星野天然酵母種,在當時的台灣烘焙業造成轟動,研究者有幸擔任協助老師於事前的天然酵母種起種準備,及為期兩天200人的大型講習會助講師,從此與福王寺明老師結下了師生緣,更於2013年受邀至老師日本埼玉縣麵包工房作短期研修。
本研究探討星野天然酵母麵包風味、口感、品質等特性於不同消費者所產生的認知感受與消費行為之影響,以作為未來烘焙產品開發與消費市場之探討。

In the year 2005, it was my first time visiting japan for participating in the 13th international MOBAC SHOW known as the Machinery Materials Marketing of Bakery and confectionery show. At the same time, I head over to Kazamidori, a bread shop located in Saitama prefecture for learning. As the Kazamidori’s bread shop is well known for its own Hoshino Natural leaven. The first time I had a bite of the salty bread, the flavor of the bread fermentation unexpectedly surprised the researchers and left the researchers with a deep impression. Throughout researching and understanding, the fermented flavor from hoshino natural leaven has never been eaten in Taiwan before. Since then, the fermented sensation of hoshino natural leaven is unforgettable.
7 years later in 2012, Mr. Fu Wang Shi Ming, the spokesman of Hoshino Natural leaven in Japan visited Taiwan for the first time to promote its Hoshino Natural leaven. It became a great sensation in Taiwan’s bakery industries at that point of time. Researchers was able to assist his teacher in preparing Natural Yeast sourdough beforehand. In just 2 days time, a large scale seminar of 200 people attended to assist the teacher. Then, a teacher-student relationship was formed with Mr. Fu Wang Shi Ming. Moreover in the year 2013, I was invited to the teacher’s bread factory in Saitama, Japan for a short term course.
The purpose of the course is to research the influence of the flavor, taste, quality and other characteristics of hoshino natural leaven bread with respect to different consumer cognitive feelings and consumption behavior. Future discussion may include development and consumer marketing of bakery products. In this research, Taichung’s well known bakery shop that sells Hoshino leaven bread, students of upper class, and bread purchasing ethic group were selected to conduct evaluation and measurement, open questionnaires, and method such as SPSS 20.0 is used for statistical analysis to further understand the degree of fit between cause and effect model of the study and the actual data.
摘要 I
Abstract II
表目錄 VIII
圖目錄 IX
第一章緒論 1
第一節 研究背景與研究動機 1
第二節 研究目的 3
第三節 研究流程 4
第四節 名詞釋義 5
第二章 文獻回顧 6
第一節 麵包的定義與分類 6
第二節 酵母的定義分類與老麵麵種 8
第三節 產品屬性 15
第四節 產品認知 17
第五節 產品吸引力 22
第六節 購買意願 24
第七節 產品屬性、產品認知、產品吸引力及購買意願之變項間相關文獻分析 27
第三章 研究方法 31
第一節 研究架構與研究設計 31
第二節 變項的定義與衡量 33
第三節 樣本與抽樣方法 37
第四節 分析方法與研究工具 37
第四章 結果與討論 44
第一節 星野酵母麵包產品分析 44
第二節 產品屬性對於消費者購買意圖之影響 50
第三節 產品認知對於消費者購買意圖之影響 53
第四節 產品吸引力對於消費者購買意圖之影響 58
第五節 產品屬性、產品認知、產品吸引力對於消費者購買意圖之影響 62
第五章 結論與建議 65
第一節 研究結論 65
第二節 建議 68
參考文獻 70
中文文獻 70
英文文獻 73
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