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研究生:沈怡君
研究生(外文):SHEN, YI-JUN
論文名稱:影響植物肉購買意願之因素
論文名稱(外文):Factor Influencing Purchase Intention of Plant-based Meat
指導教授:邱彥婷邱彥婷引用關係
指導教授(外文):Yen Ting Chiu
口試委員:葉曉萍陳宥杉邱彥婷
口試委員(外文):Yen HsiaopingYu Shan ChenYen Ting Chiu
口試日期:2022-06-08
學位類別:碩士
校院名稱:國立高雄科技大學
系所名稱:國際管理碩士學位學程
學門:社會及行為科學學門
學類:經濟學類
論文種類:學術論文
論文出版年:2022
畢業學年度:110
語文別:英文
論文頁數:67
中文關鍵詞:植物肉知覺行為控制購買意願態度個人規範
外文關鍵詞:plant-based meatperceive behavioral controlpurchase intentionattitudepersonal norm
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科技飛速的進步為人類的生活帶來了便利和改變。減少肉類消費可以減少疾病、人口、水資源、溫室氣體等問題。本研究選擇肉類替代品品牌來識別消費者的購買意願,並使用TRA、TPB和食品選擇動機理論來分析。共有328 名受訪者填寫本問卷。本研究以 SEM 為主要分析數據的工具,其中包括了 SPSS 統計分析軟件。本研究結果表明,個人規範和感知行為控制正向地影響消費者對品牌的態度。同樣地,消費者對品牌的態度對購買意願有正向的影響。主觀規範調節個人規範與品牌態度之間的關係。食品選擇動機的部分只有環境意識調節品牌態度與購買意願之間的關係。因此,本研究對有意打入亞洲市場的肉類替代品企業提出了一些建議。
The rapid advancement of technology has brought convenience and change to human life. Reducing the consumption of meat can diminish the problems of diseases, population, water resource, greenhouse gases. This research chooses meat substitutes brand to identify consumer's purchase intention and conduct the theory of TRA, TPB and food choice motives to analyze. The questionnaire was filled out by 328 respondents. This study used SEM as the main tool to analyze data and also includes SPSS statistical analysis software. It showed that personal norm and perceived behavioral control positively impact on consumer's attitude towards brand. Likewise, attitude towards brand has positive influence on purchase intention. Subjective norm moderates the relationship between personal norm and attitude towards brand. For the food choice motives, only environmental consciousness moderates the relationship between attitude towards brand and purchase intention. In hence, this research has some suggestion to the meat substitutes products’ companies which intend to succeed in and squeeze into the Asian market.
Abstract……………………………………………………………………………………………………………………………………………………………i
Acknowledgement……………………………………………………………………………………………………………………………………iii
Table of contents…………………………………………………………………………………………………………………………………iv
List of Tables…………………………………………………………………………………………………………………………………………vi
List of Figures……………………………………………………………………………………………………………………………………vii
CHAPTER1: INTRODUCTION………………………………………………………………………………………………………………………1
1.1 Research background……………………………………………………………………………………………………………………1
1.2 Research motivation …………………………………………………………………………………………………………………4
1.3 Research questions………………………………………………………………………………………………………………………4
CHAPTER 2: LITERATURE REVIEW………………………………………………………………………………………………………5
2.1 Vegetarian food industry………………………………………………………………………………………………………5
2.1.1 The definition of vegetarianism………………………………………………………………5
2.1.2 Vegetarian market……………………………………………………………………………………………………5
2.1.3 The alternative meat market…………………………………………………………………………6
2.1.4 The introduction of Beyond Meat………………………………………………………………6
2.2 The theory of reasoned action (TRA) and the theory of planned behavor (TPB)……………………………………………………………………………………………………………………………………………………………………9
2.2.1 Subjective norms……………………………………………………………………………………………………10
2.2.2 Perceived behavioral control……………………………………………………………………11
2.3 Personal norm…………………………………………………………………………………………………………………………………11
2.4 Food choice motives…………………………………………………………………………………………………………………12
2.5 Attitude………………………………………………………………………………………………………………………………………………12
2.6 Purchase intention……………………………………………………………………………………………………………………13
CHAPTER 3: RESEARCH METHODOLOGY……………………………………………………………………………………………14
3.1 Research framework……………………………………………………………………………………………………………………14
3.2 Research hypothesis…………………………………………………………………………………………………………………15
3.3 Operational definition.………………………………………………………………………………………………………17
3.4 Questionnaire design………………………………………………………………………………………………………………19
3.5 Data analysis…………………………………………………………………………………………………………………………………23
3.5.1 Reliability analysis…………………………………………………………………………………………23
3.5.2 Factor analysis………………………………………………………………………………………………………24
3.5.3 Mediation analysis………………………………………………………………………………………………24
3.5.4 Moderation analysis……………………………………………………………………………………………24
CHAPTER 4: DATA ANALYSIS………………………………………………………………………………………………………………25
4.1 Descriptive analysis………………………………………………………………………………………………………………25
4.2 Reliablity anlysis……………………………………………………………………………………………………………………27
4.3 Factor analysis……………………………………………………………………………………………………………………………27
4.3.1 Exploratory factor analysis………………………………………………………………………27
4.3.2 Confirmatory factor analysis……………………………………………………………………29
4.4 Data analysis in SEM………………………………………………………………………………………………………………32
4.4.1 Path analysis……………………………………………………………………………………………………………32
4.4.2 Mediation analysis………………………………………………………………………………………………33
4.4.3 Moderation analysis……………………………………………………………………………………………34
CHAPTER 5: CONCLUSION AND RECOMMENDATIONS ………………………………………………………………38
5.1 Summary…………………………………………………………………………………………………………………………………………………38
5.2 Managerial implication…………………………………………………………………………………………………………38
5.3 Limitation…………………………………………………………………………………………………………………………………………40
Reference………………………………………………………………………………………………………………………………………………………41
Appendices……………………………………………………………………………………………………………………………………………………46
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