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| Title: | 臺灣消費者食物恐新症對健康食品購買意願之影響 |
| Authors: | 黃孝淳
Huang, Hsiao-Chun |
| Contributors: | 黃國峯
林谷合
黃孝淳
Huang, Hsiao-Chun |
| Keywords: | 食物恐新症
健康食品知識
健康食品購買意願
Food neophobia
Knowledge on food and health
Willingness to buy functional foods |
| Date: | 2019 |
| Issue Date: | 2019-05-02 14:47:53 (UTC+8) |
| Abstract: | 隨著國人健康意識抬頭、人口結構趨向高齡化及少子化，健康保健的需求及減少疾病風險格外受到重視，也因此讓健康食品的需求逐年攀升。據經濟部技術部調查及推估，臺灣的保健食品市場規模從2015年開始已連續四年達的正成長，由此可見健康食品市場的發展潛力與國人的高需求量。然而健康食品對於消費者而言屬於有別於傳統食物的新型態食品，從前四大健康食品類別的飲料類為例，根據臺灣區飲料工業同業公會2018年會員工廠各類飲料銷售數量統計資料顯示，2018年上半年的各類飲料銷售額中，機能性飲料僅佔1.90%，可見臺灣的健康食品以及機能性食品仍尚未全面普及，在此情況之下，過去研究也發現消費者對於食物的恐新程度會顯著負面影響其對於機能性食品的購買意願，以及消費者若對於機能性食品的知識以及產品效能有較多的認識時，對於機能性食品的消費行為將會有正面影響，因此本研究目的為探討國人的食物恐新症程度是否會顯著反向影響其對於健康食品之購買意願，以及國人在健康食品知識的認知程度是否會正向調節此影響關係及如何調節。本研究透過網路社群平台Facebook以及論壇Dcard，針對臺灣人以便利抽樣的方式，使用線上問卷系統SurveyCake進行問卷之發放及回收，並於問卷設定上規範「問卷之題項需完整填寫完畢始能進行繳交」，因此回收之問卷未包含填寫不完整之無效問卷，總共發放及回收的有效問卷共計618份，有效回收率為100%。研究結果發現，受訪者的食物恐新症會顯著地正向影響他們對於健康食品的購買意願，並且健康食品知識在食物恐新症與健康食品之購買意願間的影響關係上具有顯著的反向調節效果。
The functional food has witnessed growth in recent years due to the increasing consumer health awareness, the aging of population and fewer children, and the prevention, maintenance or improvement of disease in healthcare. Abovementioned factors boost functional food market in Taiwan and reflect a positive growth from 2015 according to the report by Ministry of Economic Affair. Unfortunately, people are hesitant to try functional food compared to normal food. As the beverage is top 4 in the category of functional food, we use beverage as an example. In the 2018 Beverage Sales report of Taiwan Beverage Industries Association, there is only 1.90% in functional drinks. The study attempts to investigate 2 hypotheses. First, as the functional food is not popular in Taiwan based on the report, food neophobia will obviously lead to the negative impact on their willingness to buy in functional food. Second, and if consumers are improving the knowledge on food and health, it will reflect a positive growth of willingness to buy in functional food. The study applies survey method and distributes 618 questionnaires to the people who live in Taiwan and have an account in social media “Facebook” and “Dcard”. The effective response rate is 100% since the ineffective response will not be counted in our online survey platform “SurveyCake”. The major findings are, first, food neophobia has a significant positive influence on willingness to buy in functional food. Second, when consumers are improving the knowledge on food and health, it has a significant negative influence on willingness to buy in functional food. |
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| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
105363072 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0105363072 |
| Data Type: | thesis |
| DOI: | 10.6814/THE.NCCU.MBA.022.2019.F08 |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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