Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/96974
標題: 消費者對健康食品標章認知、涉入程度及購買意願之研究
A Study of Consumer’s Perception on the Certification for Health Food, Involvement, and Purchasing Intention
作者: 許淑碧
Shu-Pi Hsu
關鍵字: 健康食品標章認知
涉入程度
購買意願
S-O-R 模型
徑路分析
certification of health food
involvement
purchasing intention
S-O-R Model
path analysis
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摘要: 有鑒於國人對健康需求的提升,健康食品正是隨著社會變遷所發展出的產業,在全球經濟及人口高度發展下,健康議題儼然成為預防醫學中不可或缺的一環,因此各國皆以法規進行管理,以期提供健康意識的食品維護國人健康,將可減少國家醫療支出。我國健康食品管理法自立法以來已邁入第十九年的推行下,由政府所推動的健康食品標章,不同於一般法人單位所驗證的標章制度是否成為消費者所認同及具有信心,健康食品相關研究中,鮮少有學者探討消費者對健康食品標章認知之相關研究,消費者對健康食品標章認知程度為何?涉入程度為何?是否會影響其購買意願,是值得研究的課題。 本研究藉由S-O-R模型來探討消費者對健康食品標章認知、涉入程度及購買意願間之關係,其結果能使產、官、學對於健康食品產業的推動更能符合消費者需求而產生良善之關係。本研究採網路問卷以便利抽樣方式進行調查,共回收428份問卷,經篩選有效問卷424份,以SPSS軟體進行T檢定、單因子變異分析、person積差相關分析及徑路分析等統計分析方法。 研究結果發現,消費者對健康食品標章認知程度中以安全性認證相對較高,以標章定位次之;消費者對健康食品標章的認知會影響其涉入程度,且具有正向影響關係;涉入程度在健康食品標章認知對其購買意願間具有中介效果,且為正向影響;具有健康食品標章認知、涉入程度對消費者購買意願具有正向影響關係;故加強消費者對健康食品標章認知與涉入程度,可提高其購買意願。
Due to the fact that our citizens put more and more emphasis on health, a new industry, health food, has come into being with the rapid change of the society. Under the circumstances that the global economy and the number of population are skyrocketing, the discussion of health has become inevitable in preventive healthcare, and this is also why many countries have laid down regulations in order that the governments can arouse the awareness of the consciousness of health food and deduct the expense of medical care of the country. It has been the 19th year since the Health Food Control Act was legislated in our country; however, whether consumers have acknowledgement and confidence in the certification of health food, unlike the verifying system in some corporations, remains unknown. Also, few scholars have put a probe into research in consumers’ cognition on the certification of health food, how well they are aware of it, how much they are involved in it, and whether this would have an impact on their willingness to purchase; as a consequence, it is an issue worth investigating. This research explored the correlation between consumers’ cognition on the certification of health food, how much they are involved in it, and their willingness to purchase by utilizing S-O-R Model. The results contribute to the harmony in the relation between the promotion of health food from Industry, Official, and University and consumers’ demand. The research was conducted by using Internet questionnaire in the way of convenience sampling. A total of 428 questionnaires were collected, and among them, 424 valid ones were selected and analyzed with t-test, one-way ANOVA, Pearson product-moment correlation and path analysis by using SPSS software. The research has discovered that consumers lay relatively higher stress on the verification of food safety than on the certification of health food. Furthermore, consumers’ cognition on health food has an effect on how much they are involved in it, and it has a positive influence on them. Their involvement in the certification of health food is, without a doubt, a contributing factor to their willingness to purchase. Accordingly, we can come to a conclusion that consumers will have higher willingness to purchase health food if we help develop their cognition and involvement in the certification of health food.
URI: http://hdl.handle.net/11455/96974
文章公開時間: 10000-01-01
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