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研究生:彭世元
研究生(外文):SAM YUAN PERMADI
論文名稱:穆斯林消費者的夜市小吃購買行為: 探討六合觀光夜市之清真認證的夜市攤販
論文名稱(外文):MUSLIM CONSUMERS’ PURCHASING BEHAVIOR: AN EXAMINATION OF TAIWANESE HALAL-CERTIFIED VENDORS IN LIUHE TOURIST NIGHT MARKET
指導教授:蔡欣佑蔡欣佑引用關係
口試委員:張琬菁梁榮達
口試委員(外文):CHANG, WAN-CHING
口試日期:2021-07-07
學位類別:碩士
校院名稱:國立高雄餐旅大學
系所名稱:國際觀光餐旅全英文碩士學位學程
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:2021
畢業學年度:109
語文別:英文
論文頁數:159
中文關鍵詞:清真認證食物夜市穆斯林計劃行為理論 (TPB)台灣
外文關鍵詞:Halal foodTaiwanese night marketTaiwanMuslimTPB
ORCID或ResearchGate:https://orcid.org/0000-0002-9509-2838
IG URL:@maticasamyu
Facebook:Sam Permadi
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清真市場開始被認可為在全球行業中有競爭力的市場區隔。 夜市,作為一個台灣在地的旅遊目的地,也想在穆斯林市場佔有一席之地。高雄市政府與國際穆斯林觀光產業聯合發展協會(IMTIDA)合作,於 2019 年底對六合觀光夜市的 10 家街頭小吃攤販進行了清真認證。 本研究旨在評估穆斯林消費者對 10 家獲得清真認證小吃的購買意願程度 – 以台灣六合觀光夜市清真認證小吃攤商為例。 本研究使用計劃行為理論(TPB)並以信任度和宗教信仰作為調節變數。透過網路問卷和紙本問卷訪問居住在台灣的國際穆斯林消費者,總樣本數達210份,並使用SPSS 25 和 PROCESS 3.5進行數據分析以評估觀察變數之間的關係。雖然大多數清真認證食物相關研究已成功應用計劃行為理論(TPB),本研究發現態度是清真認證台灣小吃購買意願的唯一預測因素。以三個信任度為調節變數的分析中,僅知覺行為控制支持信任度為調節變數。在調節分析中,宗教信仰則被認為是非調節因素。相反的,宗教信仰對穆斯林消費者對清真認證台灣小吃購買意願的態度具顯著的部分中介作用。本研究的結果顯示,穆斯林消費者在六合夜市購買清真認證小吃的決策過程中存在著非典型模式。台灣夜市的獨特環境和不熟悉的宗教文化背景可能會改變穆斯林消費者的傳統行為模式。為了提高穆斯林消費者對六合夜市清真認證台灣小吃的參與度,高雄市政府應與國際穆斯林觀光產業聯合發展協會(IMTIDA)和清真認證台灣小吃攤協調並實施廣泛的經營策略,例如:全方位的社交媒體推廣和清真認證食品多樣化。這項研究被視為在夜市領域探索清真認證台灣小吃的初探研究,特別是在台灣這麼一個非穆斯林國家。從這項研究中導出了修改後的 TPB 模型,將有助於了解穆斯林消費者在夜市的消費行為。
Night market, as an authentic tourism destination has been embedded to grab larger Muslim market visiting the country. In collaboration with International Muslim Tourism Industry Development Association (IMTIDA), Kaohsiung city government has certified 10 street vendors in Liuhe Tourist Night Market in late 2019. This study is aiming to evaluate the extent of Muslim consumers’ purchase intention toward Taiwanese snacks of 10 Halal-certified vendors in Liuhe Tourist Night Market, Taiwan. The Theory of Planned Behavior was used with the inclusion of trust and religiosity as moderator. Samples were collected from 210 international Muslim consumers residing in Taiwan via online and paper-based questionnaires. Data analysis is conducted using SPSS 25 and PROCESS 3.5. This study found out that attitude is the only predictor toward Halal-certified Taiwanese snacks purchase intention. As a moderator trust interaction between perceived behavioral control and purchase intention was supported. Antithetically, religiosity has manifested a significant partial mediating effect on Muslim consumers’ attitude toward Halal-certified Taiwanese snacks purchase intention. The result of this study uncovers that Muslim consumer has a non-typical pattern upon their decision-making process to purchase Halal-certified snacks in Liuhe Tourist Night Market. The finding also throw light that the distinctive setting of Taiwanese night market and unfamiliar religious-cultural background are suspected in deflecting the conventional behavioral pattern of Muslim consumers. To boost the engagement of Muslim consumers to Halal-certified Taiwanese snacks at Liuhe Tourist Night Market, extensive strategies such as all-inclusive social media promotion and product diversification should be implemented by the city council in harmonize with IMTIDA and the Taiwanese Halal snack vendors. This work is regarded as one of the initial attempts to explore Halal-certified Taiwanese snacks context within night market sector, particularly in Taiwan as a non-Muslim country. A modified TPB model has been derived from this study to obtain a more in-depth explanation of Muslim consumers' behavior in Taiwanese night market context.
Title Page i
Verification Letter from the Oral Examination Committee ii
Chinese Abstract iii
English Abstract iv
Acknowledgements v
Table of Content vi
List of Tables ix
List of Figures xi
CHAPTER ONE: INTRODUCTION 1
1.1 Background of the Study 1
1.2 Research Problem and Significance of Study 3
1.3 Research Objectives 5
CHAPTER TWO: LITERATURE REVIEW 6
2.1 Halal Tourism 6
2.1.1 Halal Tourism in Taiwan 7
2.2 Theory of Planned Behavior 9
2.3 TPB application in Halal Food Purchase Intention 10
2.4 Rationale of TPB Adoption 14
2.5 Attitude, Subjective Norm, and Perceived Behavioral Control 15
2.6 Trust ... 19
2.7 Religiosity 21
CHAPTER THREE: RESEARCH METHODOLOGY 24
3.1 Research Design 24
3.1.1 Quantitative Approach 24
3.1.2 Qualitative Approach 24
3.2 Proposed Conceptual Framework 25
3.3 Research Site 28
3.4 Sampling Process 32
3.5 Data Collection 33
3.6 Questionnaire Development 34
3.7 Pilot Test 37
3.8 Data Analysis Method 44
CHAPTER FOUR: FINDINGS AND ANALYSIS 46
4.1 Respondent Profile 46
4.2 Construct Reliability 48
4.2.1 Convergent Validity 51
4.2.2 Assessment for Multicollinearity Issues 53
4.3 Hypotheses Testing 54
4.3.1 Assessment of Main Model 56
4.3.2 Assessment of Trust as Moderation Effect 56
4.3.3 Assessment of Religiosity as Moderation Effect 60
4.3.4 Alternative Findings on Religiosity as Mediator 62
4.4 Qualitative Data Analysis 65
4.4.1 Sentiment Analysis 65
4.4.2 Data Coding Analysis 66
CHAPTER FIVE: DISCUSSION 68
5.1 Discussion on Major Findings 68
5.2 Attitude, Purchase Intention, and Religiosity as Mediator 69
5.2.1 Alternative Findings on Religiosity as Mediator 71
5.3 Subjective Norm and Purchase Intention 72
5.4 Perceived Behavioral Control and Purchase Intention 73
5.4.1 Moderating Effect of Trust 76
5.5 Theoretical Implication 77
5.6 Managerial Implication 79
5.7 Industrial Reference and Recommendation 83
5.8 Conclusion 86
5.9 Limitation 87
References 89
Appendix 1. English Questionnaire 123
Appendix 2. Bahasa Indonesia Questionnaire 129
Appendix 3. Open-ended Question Commentary in Questionnaire 135

List of Tables
Table 2.1. Halal Food/Product Research Applying TPB 12
Table 3.1. The operational definition of variables 27
Table 3.2. 10 Halal-certified Food Vendors in Liuhe Tourist Night Market 30
Table 3.3. Filter Questions 33
Table 3.4. Measurement Items 36
Table 3.5. Construct reliability analysis of pilot test (n = 50) 39
Table 4.1. Distribution of respondents profiling (n = 210) 47
Table 4.2. Construct reliability analysis (n = 210) 49
Table 4.3. Factor Loading, AVE, and CR 52
Table 4.4. VIF Threshold Level in Research 54
Table 4.5. Assessment of Multicollinearity Issue 54
Table 4.6. Main Model Summary 55
Table 4.7. Main Model Multiple Linear Regression Result 55
Table 4.8. Hypotheses assessment summary 56
Table 4.9. Moderating interaction of Trust between Attitude and Purchase Intention 57
Table 4.10 Moderating interaction of Trust between Subjective Norm and Purchase Intention 57
Table 4.11. Moderating interaction of Trust between Perceived Behavioral Control and Purchase Intention 58
Table 4.12. Conditional Effects of Perceived Behavioral Control at values of Trust 58
Table 4.13. Moderating interaction of Religiosity between Attitude and Purchase Intention 60
Table 4.14. Moderating interaction of Religiosity between Subjective Norm and Purchase Intention 61
Table 4.15. Moderating interaction of Religiosity between Perceived Behavioral Control and Purchase Intention 61
Table 4.16. Summary of hypotheses result 62
Table 4.17 Mediating of Religiosity between Attitude and Purchase Intention 63
Table 4.18 Effect Size of Religiosity as Mediator 64
Table 4.19 Data Coding Result 67
Table 5.1. Reference and recommendation 83

List of Figures
Figure 2.1 Theory of Planned Behavior conceptual framework 10
Figure 2.2 Global distribution map of TPB-based Halal food research 11
Figure 3.1 Proposed Conceptual Framework 26
Figure 3.2 Research Site Map 29
Figure 4.1 Interaction Plot of Trust Moderation on Perceived Behavioral Control and Purchase Intention 59
Figure 4.2. Results of Religiosity as a Mediator on Attitude and Purchase Intention 63
Figure 4.3. The Summary of Model 65
Figure 4.4. Muslim Consumers’ Sentiment Analysis Result 66
Figure 5.1 Modified TPB Model 69
Figure 5.2. Current (Actual) Liuhe Tourist Night Market Layout Map 81
Figure 5.3. Suggested Liuhe Tourist Night Market Layout Map (Halal Corner) 82

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