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標題: 生活型態與食品消費者行為
Lifestyle and Consumer Behavior of Food
作者: 闕韶儀
Chueh, Shao-Yi
關鍵字: FRL量表
出版社: 行銷學系所
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摘要: 生活型態是一個人的生活方式,也是一種個人的內在心理建構(Mental Instrument),可用來解釋人的行為、反映一個人的態度和價值觀。丹麥學者Brunsø、 Grunert、Bredahl與Soren等人,從心理認知結構(Cognitive Structure)角度,運用方法-目的鏈理論,發展出一套「食品相關生活型態量表」(Food-Related Lifestyle Instrument, FRL)。本研究旨在探討FRL量表在台灣的適用性,以FRL量表分析受訪者食品消費行為。 本研究以配額抽樣在台灣地區取得565份有效樣本,進行實証分析。FRL量表經探索性因素分析結果顯示,原始量表之23個因素縮減為17個因素。顯示FRL量表仍可應用於台灣地區市場研究,但其問項與內容宜作適度修改。 實証結果指出,FRL之生活型態因子、個人特性對受訪者購買食品地點、外食地點有顯著影響;FRL之三構面「品質取向」、「烹調態度」和「消費情境」會顯著影響消費者的外食次數、烹飪次數和在家食用外帶熟食的次數。 實証迴歸模式設定之比較結果顯示,FRL生活型態因子在食品消費行為的解釋能力優於人口統計變數,此外,「產品訊息」、「購物樂趣」、「健康有機」、「物美價廉」、「新鮮度」、「家人幫助」、「隨興用餐」等因子顯著影響進口食品的購買頻率;便利食品購買頻率則顯著受「相信權威」、「創新烹飪」、「便利食材」、「家人幫助」、「女性職責」、「社交與成就」等因子影響;有機健康食品的購買頻率受「價格意識」和「健康有機」兩因子顯著影響。
其他識別: U0005-2607200701591600
Appears in Collections:行銷學系所



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