簡易檢索 / 詳目顯示

研究生: 劉育
LIU, YU
論文名稱: 銀髮友善食品對消費者產品評估之影響
The Influence of Eatender on Consumer Product Evaluation
指導教授: 林鴻洲
Lin, Hung-Chou
學位類別: 碩士
Master
系所名稱: 社會教育學系
Department of Adult and Continuing Education
論文出版年: 2019
畢業學年度: 107
語文別: 中文
論文頁數: 100
中文關鍵詞: 銀髮友善食品獎項產品知識自覺健康產品接收者產品評估
英文關鍵詞: Eatender, awards, product knowledge, self-perceived health status, product recipients, product evaluation
DOI URL: http://doi.org/10.6345/NTNU201900735
論文種類: 學術論文
相關次數: 點閱:176下載:5
分享至:
查詢本校圖書館目錄 查詢臺灣博碩士論文知識加值系統 勘誤回報
  • 因應高齡社會的來臨,行政院農委會自2016 年起舉辦「銀髮友善食品」評選以推廣銀髮健康活動。因此,許多食品企業開發符合高齡者健康營養所需的食品並報名參加評選。

    本研究探討獲選銀髮友善食品對消費者產品評估之影響,並進一步加入高齡消費者產品知識、自覺健康、產品接收者差異為調節變項。本研究採用實驗法。研究結果顯示:一、食品獲得銀髮友善食品獎對高齡消費者的產品評估具有正向的影響。二、食品有無得銀髮友善食品獎對高齡消費者的產品評估不受產品知識調節,但發現產品知識較低者對於獲選銀髮友善食品的評價顯著較無獲選食品高;而產品知識較高者對於有無獲選銀髮友善食品的評價無顯著差別。三、食品有無得銀髮友善食品獎對高齡消費者的產品評估不受自覺健康調節。四、產品接收者的差異對有無獲選食品與產品評價之間具有調節效果:為他人(家人)購買產品時,對有獲獎食品的產品評價比無獲獎食品高,而為自己購買時,對有無獲獎食品的評價則無差別。最後,本研究根據資料分析結果,提出實務上的建議,供後續研究參考。

    In response to the advent of the aged society, the Council of Agriculture(COA.)has held the “Senior-Friendly Food” selection since 2016. In order to promote seniors’
    health activities. Therefore, many food companies develop foods that meet the health and nutrition needs of the elderly. And participate in the selection. This study will examine the impact of Eatender (Senior-Friendly Food) on consumers’ product evaluation, further adding advanced consumers’ product knowledge, self-perceived
    health status, and product receiver differences are adjustment variables.

    This study uses experimental methods. The results of this study showed that First,the food won the “Eatender” awards for senior consumers’ product evaluation has a
    positive impact. Second, whether the food has Eatender awards for senior consumers’product evaluation is not regulated by product knowledge, but those with lower product knowledge are found to Eatender awards on consumers’ product evaluation were significantly higher than that of the no awards product; and those with higher product knowledge whose product evaluation of Eatender and the no awards products are no significant difference. Third, whether the food has Eatender awards for senior
    consumers’ product evaluation is not regulated by self-perceived health status. Fourth, the difference between the recipients of the product has a regulatory effect between the selection of food and product evaluation: When purchasing products for others (family), the evaluation of products with Eatender awards products is higher than that of nonwinning products. When purchasing products for yourself, there are no difference in the evaluation of the Eatender awards products and non-winning products. Based on the results of the data analysis, providing practical recommendations for future research.

    目 錄 第一章 緒論 ......................................... 1 第一節 研究背景與動機 ................................ 1 第二節 研究目的與問題 .................................4 第三節 研究流程 ...................................... 5 第二章 文獻探討 ...................................... 6 第一節 銀髮友善食品 .................................. 6 第二節 獎項與第三方組織背書 ............................12 第三節 產品知識 ...................................... 18 第四節 自覺健康 ...................................... 22 第五節 產品接收者 .................................... 24 第三章 研究方法 ...................................... 27 第一節 研究架構與假說 ................................. 27 第二節 變項定義與衡量方法 ............................. 29 第三節 實驗設計 ...................................... 32 第四節 正式實驗 ...................................... 35 第五節 資料分析方法 .................................. 37 第四章 研究結果與分析 ................................ 38 第一節 實驗一的資料分析 .............................. 38 第二節 實驗二的資料分析 .............................. 40 第三節 實驗三的資料分析 ...............................47 第四節 實驗四的資料分析 .............................. 52 第五章 結論與建議 .................................... 57 第一節 研究結論 ...................................... 58 第二節 研究討論 ...................................... 61 第三節 理論與實務意涵 ................................ 64 第四節 研究限制 ..................................... 67 參考文獻 ............................................ 69 附錄 ................................................ 77

    一、中文部分
    行政院(2013)。102 年度國民消費意識及消費行為調查。取自:
    http://www.cpc.ey.gov.tw
    行政院(2016)。105 年高齡者消費意識、行為及需求調查。取自:
    http://www.cpc.ey.gov.tw
    吳秀慧(2010)。第三方背書對公司價值之影響:國家型,產品型與公司品牌形象型獎項的檢驗(未出版之碩士論文)。國立高雄第一科技大學,高雄市。
    李元淦(1997)。商品獲獎及來源國效應對購買行為的影響-國家品質獎之實證研究(未出版之碩士論文)。國立政治大學,台北市。
    李兆祥(2011)。設計獎項獲獎對消費者購買意願之影響-以iF 設計獎為例(未出版之碩士論文)。國立台北科技大學,台北市。
    林世賢(2012)。第三方組織背書長期累積獎項與公司市場價值:台灣資訊電子產業的實證(未出版之碩士論文)。國立高雄第一科技大學,高雄市。
    林怡葶(2011)。準銀髮族在不同恐懼程度下對健康食品廣告效果之影響—以訊息訴求、訊息正反性與自覺健康為干擾變項(未出版之碩士論文)。輔仁大學,新北市。
    唐介青(2000)。做個人見人愛的送禮高手。臺北市:知青頻道出版。
    徐達光(2003)。消費者心理學。臺北市:東華書局。
    許志成(2004)。民國九十一年國民健康促進知識、態度與行為調查-桃園縣衛生保健議題資料分析研究成果報告(編號:BHP-PHRC-92-007)。苗栗縣:國家衛生研究院。
    許雅婷(2016)。消費者的產品知識對專家推薦效果之影響(未出版之碩士論文)。輔仁大學,新北市。
    陳世晉(1998)。消費者對獲得品質認證、獎項、標誌之產品之品質認知研究(未出版之碩士論文)。中國文化大學,台北市。
    彭子倞(2003)。國中教師食用健康食品行為及相關因素之研究(未出版之碩士論文)。國立臺灣師範大學,台北市。
    黃品怡(2016)。國產電影創意獎項對消費意願影響之研究—以知覺品質為中介變項(未出版之碩士論文)。中國文化大學,台北市。
    黃思瀚(2008)。自覺健康狀況與健康概念對健康果汁的認知價值與願付價格的影響—以高雄縣市為例(未出版之碩士論文)。國立高雄應用科技大學,高雄市。
    黃郁婷(2015)。產品知識、通路選擇、有機驗證標章對消費者知覺價值及購買意願之影響–以台灣有機食品為例(未出版之碩士論文)。國立成功大學,台南市。
    黃富順(2011)。全國老人生活幸福感調查研究。成人及終身教育,33,12-22。
    黃璉華(1992)。老人生活滿意度相關之因素分析研究。護理雜誌,39(4),37-47。
    楊蕓(2017)。銀髮友善食品 講究即煮與即食【台灣醒報】。取自
    https://anntw.com/articles/20171012-e98q
    楊鶉禎(2015)。銀髮族對保健食品產品知識、知覺風險、知覺價值與購買意願關聯性之研究(未出版之碩士論文)。中州科技大學,彰化縣。
    農委會(2018)。運用在地優質食材加工 銀髮友善食品為長者飲食加分。取自https://www.coa.gov.tw/theme_data.php?theme=news&sub_theme=agri&id=7377
    鄭慧君(2011)。中部農會農產品行銷策略之研究(未出版之碩士論文)。嶺東科技大學,台中市。
    劉冠良(2011)。購買與使用健康食品行為之相關研究─以南投縣國小教師為例(未出版之碩士論文)。中臺科技大學,台中市。
    潘江東(2009)。臺灣伴手禮的習俗及未來發展。中華飲食文化基金會,15(4),4-10。
    蔡宜臻(2010)。社會距離對送禮行為之影響(未出版之碩士論文)。國立臺灣大學,台北市。
    蔡精純(2008)。台中市銀髮族健康生活型態、自覺健康對健康食品購買行為之研究(未出版之碩士論文)。國立中興大學,台中市。
    賴世閔(2007)。獎項策略對新品牌與知名品牌評價影響差異之研究(未出版之碩士論文)。國立雲林科技大學,雲林縣。
    簡志成(2003)。來源國製造能力、品牌知名度與獎項知名度對消費者知覺品質的影響(未出版之碩士論文)。實踐大學,台北市。
    蘇育弘(2014)。探討消費者產品知識、食品標章認知、信任對購買意願影響之研究(未出版之碩士論文)。國立高雄餐旅大學,高雄市。
    彭慧明、孫中英(2010)。養老三「保」銀髮族的心頭好。取自:
    http://nkutagingcol.blogspot.com/2010/10/blog-post_10.html。
    曾淵培、蔡進松(2001)。文馨英英英漢字典。台北:文馨出版社。
    余民寧、陳柏霖、許嘉家、鐘珮淳、趙珮晴(2012)。自覺健康狀態、健康責任、情緒幸福感及憂鬱關係之調查。屏東教育大學學報,38,199-226。
    陳欽雨、張宏源、鍾惠婷(2016)。金融業關係行銷及創新服務對購買意願之影響─以產品知識為調節變項。管理實務與理論研究,10(1),39-65。

    二、英文部分
    Asp, E. H. (1999). Factors affecting food decision made by individual consumers.Food Policy, 24(October), 287-294. doi: 10.1016/S0306-9192(99)00024-X
    Belk, R. W. (1982). Effects of gift-giving involvement on gift selection strategies. Advances in Consumer Research, 9(1), 408-412.
    Brucks, M. (1985). The effects of product class knowledge on information search behavior. Journal of Consumer Research, 12(1), 1-16. doi: 10.1086/209031
    Giffin, K. (1967). The contribution of studies of source credibility to a theory of interpersonal trust in the communication process. Psychological Bulletin, 68(2),
    104-120. doi: 10.1037/h0024833
    Karakayali, N. (2009). Social Distance and Affective Orientations. Sociological Forum , 24(3), 538-562. doi: 10.1111/j.1573-7861.2009.01119.x
    Larson, C. U. (1995). Persuasion: Reception and Responsibility (7th ed), CA: Wadsworth, Belmont.
    Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3): 39-52. doi:10.1080/00913367.1990.10673191
    Ohanian, R. (1991). The impact of celebrity spokespersons' perceived image on consumers' intention to purchase. Journal of Advertising Research, 31(1), 46-54.
    Pender, N. J. (1996). Health promotion in Nursing Practice (3rd). Stamford, Connecticut: Appleton & Lange.
    Pender, N.J. (1987). Health Promotion in Nursing Practice (2nd ed.). Norwalk, CT: Appleton & Lange.
    Sherry Jr, J. F. (1983). Gift giving in anthropological perspective. Journal of consumer research, 157-168. doi: 10.1086/208956
    Spence, A. M. (1974). Competitive and optimal responses to signals: An analysis of efficiency and distribution. Journal of Economic Theory,1087(3), 296-332. doi:
    10.1016/0022-0531(74)90098-2
    Sujan, M. (1985). Consumer Knowledge: Effects on Evaluation StrategiesMediating Consumer Judgments, Journal of Consumer Research, 12, 31-46. doi:
    10.1086/209033
    Wooten, D. B. (2000). Qualitative Steps toward and Expanded Model of Anxiety in Gift Giving. Journal of Consumer Research, 27 (1), 84–95. doi:
    10.1086/314310
    World Health Organization. (2002). Active ageing: a policy framework. Retrieved September 29, 2013. from http://www.who.int/ageing/publications/active_ageing/en/
    73
    Aron, Arthur, Aron, Elaine N., Tudor, Michael, Nelson, & Greg (1991). Close Relationships as Including Other in the Self. Journal of Personality and Social
    Psychology, 60 (2), 241–53. doi: 10.1037//0022-3514.60.2.241
    Anderson, R. D., Engledow, J. L., & Becker, H. (1979). Evaluating the Relationships Among Attitude Toward Business, Product Satisfaction, Experience, and Search
    Effort. Journal of Marketing Research, 16(3), 394-400. doi: 10.2307/3150714
    Alba, J. W., & Hutchinson, J. W. (1987). Dimensions of Consumer Expertise. Journal of Consumer Research, 13(March), 411-454. doi: 10.1086/209080
    Beatty, S. E. & Smith, S. M. (1987). External Search Effort: An InvestigationAcross Several Product Categories. Journal of Consumer Research, 14(1),83-95. doi: 10.1086/209095
    Bosworth, H. B., Siegler, I. C., Brummett, B. H., Barefoot, J. C., Williams,R. B.,
    Vitaliano, P. P., Channing, N. C., Lytle, B. L., & Mark, D. B. (1999).The relationship between self-rated health and health status among coronaryartery patients. Journal of Aging and Health, 11(4), 565-584. doi: 10.1177/089826439901100405
    Chen, Y. H., & Barnes, S. (2007). Initial trust and online buyer behavior. Industrial
    Management and Data Systems, 107(1), 21-36. doi: 10.1108/02635570710719034
    Dean, D. H., & Biswas, A. (2001). Third-Party Organization Endorsement of
    Products: An Advertising Cue Affecting Consumer Prepurchase Evaluation of
    Goods and Services. Journal of Advertising, 30(4), 41-56. doi:
    10.1080/00913367.2001.10673650
    Engel, B., & Miniard (1995). Consumer Behavior, New Jersey: Prentice Hall.
    Fireworker, R. B., & Friedman, H. H. (1977). The Effects of Endorsements on
    Product Evaluation. Decision Science, 8(3), 576-583. doi: 10.1111/j.1540-
    5915.1977.tb01104.x
    Friedman, H. H., & Friedman L. (1979). Endorser Effectiveness by Product Type.
    Journal of Advertising Research, 19(5), 63-71.
    Freeman, K. S., & Spyridakis, J. H. (2004). An examination of factors that affect the
    credibility of online health information. Technical Communication, 51(2), 239-
    263.
    Furse, D. H., Punj, G. N., & Stewart, D. W. (1984). A Typology of Individual Search
    Strategies Among Purchases of New Automobiles. Journal of Consumer
    Research. 10(4), 417-431. doi: 10.1086/208980
    Gemser, G., Leeders, M. A. A. M., & Wijnberg, N. M. (2008). Why some awards are
    more effective signals of quality than others: A study of movie awards. Journal
    of Management, 34(1), 25-54. doi: 10.1177/0149206307309258
    Goodwin, C., Smith, K. L., & Spiggle, S. (1990). Gift giving: consumer motivation
    74
    and the gift purchase process. Advances in consumer research, 17(1), 690-698.
    Hovland, C. I., & Weiss, W. (1951). The influence of source credibility on
    communication effectiveness. Public Opinion Quarterly, 15(4), 635-650.
    doi: 10.1086/266350
    Johnson, E. J., & Russo, J. E. (1984). Product Familiarity and Learning New
    Information. Journal of Consumer Research, 11(1), 542-550. doi:
    10.1086/208990
    Kotler, P., Armstrong, G., Saunders, J., & Wong, V. (2001). Principles of Marketing.
    Corporate Communications: An International Journal, 6(3), 164-165. doi:
    10.1108/ccij.2001.6.3.164.1
    Khosrozadeh, S., & Heidarzadeh, H. K. (2011). The effect of the country-of-origin
    image, product knowledge and product involvement on consumer purchase
    decisions. Chinese Business Review, 10(8), 601-615.
    Lin, L. Y., & Chen, C. S. (2006). The influence of the country of origin image,
    product knowledge and product involvement on consumer purchase decisions: an
    empirical study of insurance and catering services in Taiwan. Journal of
    Consumer Marketing, 23(5), 248-265. doi:10.1108/07363760610681655
    Lin, H.-C., Kuo, S.-H., & Lin, C.-H. (2016). Making Decisions for Other People: the
    Moderating Roles of Risky Information, Health Claims and Product
    Involvement. Current psychology, 36(3). 530-539. doi: 10.1007/s12144-016-
    9440-4
    Lee, M., & Lou, Y.-C. (1995). Consumer Reliance on Intrinsic and Extrinsic
    Cues in Product Evaluations: A Conjoint Approach. Journal of Applied
    Business Research, 12(1), 21-29. doi: 10.19030/jabr.v12i1.5833
    Laroche, M., Saad, G., Browne, E., Cleveland, M., & Kim, C. (2000). Determinants
    of In-Store Information Search Strategies Pertaining to a Christmas Gift
    Purchase. Canadian Journal of Administrative Sciences, 17(1), 1-19. doi:
    10.1111/j.1936-4490.2000.tb00203.x
    Lin, H.-C., Shih, L.-C., & Lin, H.-M. (2017). The influence of consumers’ selfperceived
    health status and need for cognition on food-product evaluation.
    British Food Journal, 119(2), 242-252. doi: 10.1108/BFJ-05-2016-0217
    Lavidge, R., & Steiner, G. A. (1961). A model for predictive measurement of
    advertising effectiveness. Journal of Marketing, 25(6), 59-62. doi:
    10.2307/1248516
    Lynch, J. R., & Srull, T. K. (1982). Memory and Attentional Factors in Consumer
    Choice: Concepts and Research Methods. Journal of Consumer Research, 9(1),
    18-37. doi:10.1086/208893
    Liberman, N., & Trope, Y. (2003). Temporal Construal. Psychological Review,
    75
    110(3), 403-21. doi: 10.1037/0033-295X.110.3.403
    Liberman, N., Trope, Y., & Stephan, E. (2006). Psychological distance. In E. T.
    Higgins & A. W.Kruglanski (Eds.), Social psychology: Handbook of basic
    principles (353-381). New York, NY: Guilford Press.
    Mick, D. G., & DeMoss, M. (1990). Self-gifts: Phenomenological insights from four
    contexts. Journal of Consumer Research, 17(3), 322-332. doi: 10.1086/208560
    Mills, J., & Harvey, J. (1972). Opinion change as a function of when information
    about the communicator is received and whether he is attractive or
    expert. Journal of Personality and Social Psychology, 21(1), 52-55. doi:
    10.1037/h0031939
    Manderbacka, K., & Lundberg, O. (1996). Examining point of reference of
    self-rated health among Swedish oldest old. Archives of Gerontology and
    Geriatrics, 23(1), 47-60. doi: 10.1016/0167-4943(96)00707-8
    Mowen, J. C., & Minor, M. S. (2001). Consumer behavior: A framework. Upper
    Saddle River, NJ: Prentice Hall.
    McGinnies, E., & Ward, C. D. (1980). Better liked than right: Trustworthiness and
    expertise as factors in credibility. Personality and Social Psychology Bulletin,
    6(3), 467-472. doi: 10.1177/014616728063023
    Petty, R. E., & Cacioppo, J. T. (1984). The Elaboration Likelihood Model of
    Persuasion. Advances in Consumer Research, 11, 673-675.
    Petty, R. E., Cacioppo, J. T., & Goldman, R. (1981). Personal involvement as a
    determinant of argument-based persuasion. Journal of personality and social
    psychology, 41(5), 847-855. doi: 10.1037//0022-3514.41.5.847
    Park, C. W., & Lessig, V. P. (1981). Familiarity and Its Impact on Consumer
    Decision Biases and Heuristics. Journal of Consumer Research, 8(2), 223-
    230. doi:10.1086/208859
    Rao, A. R., & Monroe K. B. (1988). The Moderating Effect of Prior Knowledge
    on Cue Utilization in Product Evaluations. Journal of Consumer Research,
    15(2), 253-264. doi: 10.1086/209162
    Speake, D., Cowart, M., & Pellet, K. (1989). Health perceptions and lifestyles of the
    elderly. Research in Nursing & Health, 12(2), 93-100. doi:
    10.1002/nur.4770120206
    Sporleder, T. L., & Goldsmith, P. D. (2001). Alternative Firm Strategies for
    Signaling Quality in the Food System. Canadian Journal of Agricultural
    Economics, 49(4), 591-604. doi: 10.1111/j.1744-7976.2001.tb00329.x
    Svedberg, P., Lichtenstein P., & Pedersen, N. L. (2001). Age and sex differences in
    genetic and environmental factors for self-rated health: A twin study.
    The Journals of Gerontology Series B, 56(3), S171-S178. doi:
    76
    10.1093/geronb/56.3.S171
    Sarvimaki, A., & Stenbock-Hult, B. (2000). Quality of life in old age dexcribed as a
    sense of well-being, meaning and value. Journal of advanced Nursing, 32(4),
    1025-1033. doi: 10.1046/j.1365-2648.2000.01568.x
    Strawbridge, W. J., & Wallhagen, M. I. (1999). Self-rated health and mortality over
    three decades: Results from a time-dependent covariate analysis. Research on
    Aging, 21(3), 402-416. doi: 10.1177/0164027599213003
    Van Kleef, E., van Trijp, H., & Luning, P. (2005). Functional foods: health claim-food
    product compatibility and the impact of health claim framing on consumer
    evaluation. Appetite, 44(3), 299-308. doi:10.1016/j.appet.2005.01.009
    Ward, M. K., & Broniarczyk, S. M. (2011). It’s not me, it’s you: How gift giving
    creates giver identity threat as a function of social closeness. Journal of
    Consumer Research, 38(1), 164-181. doi: 10.1086/658166
    West, D. C., Collins, E. L., & Miciak, A. (2003). Management perspectives
    of awards for creative Advertising. Journal of General Management, 29(2), 23-
    34. doi: 10.1177/030630700302900202
    Wijnberg, N. M., & Gemser, G. (2000). Adding Value to Innovation:
    Impressionism and the Transformation of the Selection System in Visual Arts.
    Organization Science. 11(3), 323-329. doi: 10.1287/orsc.11.3.323.12499

    下載圖示
    QR CODE