Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/23385
標題: 軟性飲料飲用意圖之研究-預期消費之愉悅與罪惡感、認知、主觀規範與營養標示素養之應用
A Study of the Drinking Intention of Soft Drinks-An Application of Anticipated Consumption Pleasure and Guilt, Cognition, Subjective Norm, and Nutrition Label Literacy.
作者: 謝璧琪
Hsieh, Pi-Chi
關鍵字: http://etds.lib.nchu.edu.tw/etdservice/view_metadata?etdun=U0005-2007201004332400
軟性飲料
廣告
營養標示
預期消費之愉悅與罪惡感
認知
主觀規範
意圖
出版社: 行銷學系所
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摘要: 本研究主要目的為探討消費者對於軟性飲料的飲用意圖及影響飲用意圖之因素,經文獻探討後,主要理論架構為理性行為理論,再加上廣告變項,並且探討消費者的營養標示素養程度在廣告對於預期消費之愉悅與罪惡感、廣告對於認知以及廣告對於主觀規範的影響是否具有干擾效果。本研究對象為一般社會大眾,並使用信、效度分析、獨立樣本t檢定、卡方檢定、以及迴歸分析檢定本研究之假設。 本研究發現廣告對於消費者對軟性飲料的預期消費之愉悅與罪惡感以及主觀規範有顯著影響,但對於認知無顯著影響。而認知與主觀規範對於意圖有顯著影響,但預期消費之愉悅與罪惡感對意圖並無顯著影響。而消費者之營養標示素養程度對於廣告對預期消費之愉悅與罪惡感以及認知的影響具有干擾效果,但對於廣告對主觀規範則不具干擾效果。
The main purpose of this study is to explore consumers' drinking intention of soft drinks and the factors that influence drinking intention. The proposed research model in this study is developed based on the theory of reasoned action.This study also examine the moderating effect of nutrition label literacy among advertising, anticipated consumption pleasure and guilt, cognition, and subjective norm. The research model is tested against the sample of people in Taiwan.The research methods of this study includes validity and reliability analysis, independent sample t test, Chi-square test, and regression analysis. All the research hypotheses are supported except H1b and H2 and H5c.The advertising is significantly influence anticipated consumption pleasure and guilt, and subjective norm.The cognition, and subjective norm are significantly influence intention.The moderating effect of nutrition label literacy are supported among advertising toward anticipated consumption pleasure and guilt, and advertising toward cognition.
URI: http://hdl.handle.net/11455/23385
其他識別: U0005-2007201004332400
Appears in Collections:行銷學系所

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