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研究生: 劉翠婷
Liu, tsui-ting
論文名稱: 以延伸性消費價值理論探討影響消費者購買食品驗證標章產品意圖之影響因素
Exploring the Extended Theory of Consumption Values to predict the factors influencing Consumers' Behavior to Purchase Products with Food Certification
指導教授: 方進義
Fang, Chin-Yi
口試委員: 姜淳方
Chiang, Chun-Fang
王媛慧
Wang, Yuan-Huei
方進義
Fang, Chin-Yi
口試日期: 2022/06/06
學位類別: 碩士
Master
系所名稱: 運動休閒與餐旅管理研究所
Graduate Institute of Sport, Leisure and Hospitality Management
論文出版年: 2022
畢業學年度: 110
語文別: 中文
論文頁數: 104
中文關鍵詞: 食品驗證標章態度消費價值理論價值-態度-行為模型
英文關鍵詞: Food certification label, Attitude, TCV, VAB Model
研究方法: 調查研究
DOI URL: http://doi.org/10.6345/NTNU202201050
論文種類: 學術論文
相關次數: 點閱:225下載:0
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  • 近年來食品安全問題不斷浮現,聯合國大會亦將食品安全納入2030年永續發展目標。驗證 (Certification) 是由中立第三方依據特定標準,確定某項產品、過程或服務是否符合標準,透過驗證證明其符合特定標準。消費價值理論 (Theory of consumption values, TCV) 廣泛運用在行銷文獻中,以了解消費者的選擇行為,而態度是個人對某一對象或特定行為的整體評價,對某種產品或行為的態度可以預測其接受該產品或參與該行為的意圖,因此本研究將結合TCV與價值-態度-行為模型 (Value-Attitude-Behavior, VAB) 進行探討,並將TCV之功能價值延伸以口味/品質、健康與價格價值進行研究。並依據文獻擬定10個構面(價格、口味/品質、健康、社會、情感、知識、條件、信任、態度、購買意圖),共41題問項,經異質性專家建議後修改兩個名詞,回收783份有效問卷,使用SPSS 23.0與AMOS 24.0檢驗問卷信效度、敘述性統計與結構方程模型。結果顯示健康、社會、情感、條件價值對態度具有正向顯著影響;健康、知識、條件價值與信任對購買意圖具有正向顯著影響;社會價值與情感價值對購買意圖為負向顯著影響;健康價值對口味/品質價值為正向顯著影響;態度為條件價值對購買意圖之部分中介效果,為健康價值對購買意圖之完全中介效果。建議食品相關業者可以透過包裝、廣告或宣傳片增加產品的健康形象,促使消費者具有愉悅的心情,傳達食品驗證標章之新知識,並鼓勵政府增加健康的行動線索與相關團體共同宣導,提升國人的食品安全意識,藉以提升消費者購買具有食品驗證標章之產品。

    Food safety has become a major concern in recent years, and the United Nations General Assembly has designated food safety as a 2030 Sustainable Development Goal. Certification is the process of acquiring a certificate from a neutral third party to evaluate whether a product, process, or service complies with a certain standard. The Theory of Consumption Values has been widely utilized in marketing literature to understand consumer behavior, and attitude is defined as a person's overall assessment of an object or a certain activity. Attitudes toward a product or conduct can indicate whether or not someone accepts it or engage in the behavior. As a result, this research combines TCV theory with the VAB model, expanding TCV's functional value to encompass taste/quality, health, and pricing value. Based on the literature, a total of 41 questions in 10 domains (price, taste/quality, health, social, emotional, epistemic, conditional, trust, attitude, and purchase intention) were designed, with two phrases amended based on feedback from a variety of specialists. 783 people responded to an online survey in this study and the result was considered valid. SPSS 23.0 and AMOS 24.0 were used to analyze the questionnaire's reliability, validity, descriptive statistics, and SEM. Health, social, emotional, and conditional value all have a positive significant impact on attitude, according to the study's findings. Health, epistemic, conditional, and trust have a significant effect on purchase intention. Social and emotional value have a significant negative effect on purchase intention. Health value has a positive significant effect on taste/quality value. The effect of condition value on purchase intention is partially mediated by attitude, while health value is fully mediated.
    It is recommended that food-related businesses can increase the health image of their products through packaging, advertisements, or promotional videos in order to promote a happy mood among consumers, convey new knowledge of the food label, and encourage the government to increase the health cues to actions and collective promotions from related organizations to raise national awareness of food safety in order to increase consumers' purchase intention of products with the food label.

    目次 中文摘要 i 英文摘要 ii 目次 iv 表次 vii 圖次 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 13 第三節 研究範圍 14 第四節 研究重要性 14 第五節 研究流程 16 第六節 名詞解釋 18 第貳章 文獻回顧與探討 21 第一節 食品驗證標章 21 第二節 消費價值理論 22 第三節 價值、態度與行為模型 24 第四節 價格價值對態度之影響 24 第五節 口味/品質價值對態度之影響 25 第六節 健康價值對態度之影響 26 第七節 健康價值對口味/品質價值之影響 27 第八節 社會價值對態度之影響 28 第九節 情感價值對態度之影響 29 第十節 知識價值對態度之影響 30 第十一節 條件價值對態度之影響 30 第十二節 信任對態度之影響 31 第十三節 態度對購買意圖之影響 32 第十四節 消費價值對購買意圖之影響 32 第十五節 信任對購買意圖之影響 33 第十六節 態度之中介影響 34 第參章 研究方法 36 第一節 研究架構 36 第二節 研究對象與問卷設計 37 第三節 專家效度審查 42 第四節 資料處理與分析方法 43 第五節 預試結果分析 43 第肆章 研究結果 47 第一節 問卷回收結果 47 第二節 問卷信效度 49 第三節 敘述性統計分析 52 第四節 結構方程模型 55 第五節 中介效果檢驗 59 第六節 分析與討論 62 第伍章 結論與建議 67 第一節 結論 67 第二節 理論意涵 68 第三節 管理意涵 70 第四節 研究限制與未來建議 72 參考文獻 74 附錄 93 附錄一 專家效度問卷 93 附錄二 正式問卷 100

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