臺灣博碩士論文加值系統

全球保健營養食品在2022年規模達8697億美元，預估2026年將突破1兆美元，全球消費者對於有益身體健康的機能性食品需求不斷上升，生產廠商與通路行銷業者積極投入研發，使得機能性食品不斷增加並朝向多樣化、新奇性及獨特性，尤其具有外觀鮮豔、繽紛多彩，又含有各式各樣功能訴求的天然彩色食品，成為市場上熱門的機能性食品設計。
本研究透過問卷設計調查了解到消費者最常購買機能性食品的顏色是「黃色/橙色」；而最喜歡吃蔬果的顏色為「綠色」；其購買機能性食品地點「超市大賣場」居多；多數人攝取機能性食品是在「感覺疲累、需要補充營養」之情境。經交叉統計分析得知；消費者在機能性、營養素及蔬果認知程度最高是「保護眼睛」、「葉黃素」及「紅蘿蔔」，其相對應蔬果顏色為「橙色/黃色」，因此；「保護眼睛」需要吃「橙色/黃色」的蔬果。而營養素與蔬果的認知程度最高為「葉綠素」與「綠葉蔬菜」，其相對應蔬果顏色為「綠色」，也就是補充「葉綠素」主要攝取自「綠色」的蔬果。
研究結果顯示消費者對於「橙色/黃色」「綠色」蔬果的機能性與營養素的認知最明確，也呈現多年來機能性食品業者在具有顏色「橙色/黃色」及「綠色」的產品行銷是成功被消費者接受與認同，而其他天然彩色食品的推廣與認知教育則尚有很大的發展空間。本研究消費者在機能性、營養素、蔬果及相對應蔬果顏色的認知研究結果，將可推廣應用於具有天然彩色之機能性食品開發，提供給食品業者作為確認目標消費族群，及新品開發、產品包裝、建立新訴求、推出系列品項、行銷規劃及銷售時重要的參考依據。

The global health and nutrition food market will reach US$869.7 billion in 2022 and is expected to exceed US$1 trillion in 2026. Consumers around the world are increasingly demanding functional foods that are beneficial to their health, and manufacturers and channel marketers are actively investing in research and development, resulting in the increasing number of functional foods and their diversification, novelty, and uniqueness, especially natural colored foods that have a colorful and bright appearance, and contain a variety of functional demands. In particular, natural colorful foods with bright and colorful appearance and various functional demands have become popular functional food designs in the market.
In this study, it was found that the most common color of functional foods purchased by consumers was "yellow/orange", and the most popular color of fruits and vegetables was "green"; the most common place for consumers to purchase functional foods was "supermarkets"; and most people consume functional foods when they feel tired and need to replenish their diets. After cross-tabulation analysis, it was found that consumers had the highest level of awareness of functional foods, nutrients, and fruits and vegetables, namely, "eye protection", "lutein", and "carrots", and the corresponding colors of fruits and vegetables were "orange/yellow"; therefore, "eye protection" requires eating "orange/yellow" fruits and vegetables. The highest level of awareness of nutrients and fruits and vegetables was found in "Chlorophyll" and "Green Leafy Vegetables", which correspond to the color of fruits and vegetables as "green", which means that supplementation of "Chlorophyll" mainly comes from fruits and vegetables that are "green" in color.
The results of this study show that consumers are most aware of the functional properties and nutrients of "orange/yellow" and "green" fruits and vegetables, and that the marketing of products with the colors "orange/yellow" and "green" has been successfully accepted and recognized by consumers over the years, while there is still much room for development in the promotion of and education on the awareness of other natural colorful foods. The results of this study on consumer awareness of functionality, nutrients, fruits and vegetables, and the corresponding colors of fruits and vegetables can be promoted and applied to the development of functional foods with natural colors, and can be used as an important reference for food manufacturers to identify the target consumer groups, as well as to identify new product development, product packaging, establishing new demands, launching a series of products, and in marketing planning and sales.

口試委員審定書 i
誌謝 ii
摘要 iii
Abstract iv
目錄 vi
圖目錄 vii
表目錄 viii
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究貢獻 4
第四節 研究流程 5
第貳章 文獻探討 6
第一節 機能性食品與消費意願 7
第二節 產品知識與消費意願 12
第三節 食物顏色與營養素 15
第四節 小結 20
第參章 研究方法 21
第一節 研究架構 22
第二節 研究方法 23
第三節 問卷設計 24
第四節 研究對象與抽樣方法 26
第五節 資料分析方法 27
第肆章 資料分析 29
第一節 敘述性統計 30
第二節 各研究變項敘述統計量分析 34
第三節 各研究變項答題正確率分析 246
第四節 人口變項與控制變項差異分析 256
第五節 各研究變項認知與相對應顏色分析 259
第伍章 結論與建議 263
第一節 研究結論與建議 264
第二節 潛在研究貢獻 269
第三節 研究限制與未來研究方向 270
參考文獻 271
附件 278

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