| Abstract: | 休閒食品除了追求吃飽，也開始追求心靈的滿足，而目前台灣休閒食品市場估計約有140億元，其中洋芋片為最受年輕人歡迎的零食之一，但鮮少有相關研究釐清洋芋片產品屬性對台灣消費者與其選擇行為之影響，故本研究針對台灣年輕族群，探討洋芋片產品屬性，品嚐，以及認知資訊超載，對其選擇行為的影響。
本研究以品嚐結合聯合分析法調查消費者，透過迴歸分析驗證屬性重視度對低熱量產品選擇行為的影響。結果指出：(1)於認知資訊上，當無法理解產品上所顯示的資訊時，其選擇低熱量產品的比例會降低。(2)於產品屬性部份，當消費者越注重熱量時，其選擇低熱量產品的比例會增加；當價格越高時；標示越複雜；口味越強，形狀(外觀)越美的食物時，其選擇低熱量產品的比例會降低。(3)於品嚐的干擾效果上，當有品嚐時(試吃行為)時會弱化消費者對於產品屬性的重視度與其選擇行為。
鑒於品嚐顯著的影響消費者選擇行為，故另進行感官品評試驗，調查消費者對洋芋片產品的喜歡程度與感官特性之關係。其結果指出：(1)消費者對於洋芋片的接受性介於「沒有喜歡/不喜歡」和「稍微喜歡」之間。(2)消費者較偏好淡黃色、海苔香氣、海苔風味、海苔餘味等特徵之洋芋片產品；較不偏好辛香氣、花椒香氣、辛風味、口覆感、胡椒餘味等特徵之洋芋片產品。(3)透過群集分析發現，洋芋片高接受群不會受到口味、形狀等因素影響；洋芋片低接受群，則受到產品形狀不同而影響。
People eating snacks don't only pursue to be full but also pursue to be satisfied spiritually. Currently, the snacks market in Taiwan take approximately NT $ 14 billion, including potato chips, one of which is the most popular snacks among youngsters. However, there are merely related research to identify the effect of the products of potato chips on Taiwanese customers’ choice behavior. Therefore, this study, aiming at exploring the potato chips’ attributes, tasting, and perceived information overload, has an impact on the choice behavior of youngsters in Taiwan.
In this study, consumers were investigated by tasting and questionnaires with regression analysis to verify the importance of product attributes, influencing on their choice behavior. The results are as follows. First, in the perceived information, when they cannot understand the information displayed on the product, the choice proportion of low-calorie products will be reduced. Second, in the product attribute, when consumers pay more attention to calorie, the proportion of their choice of low-calorie products will increase. At the same time, the higher price, the more complex label, the stronger taste, the prettier shape of the appearance will reduce the choice of low-calorie product ratio. Third, in tasting of the interference effect, if there are tasting tests, they will undermine the consumer's attention to the importance of product attributes and choice of behavior.
Given that tasting played a significant role in affecting customers’ choice of behavior, the sensory evaluation was conducted in order to investigate the relationship between the degree of preference and the sensory characteristics of potato products. The results are as follows. First, consumers' acceptance of potato chips is between "no likes / dislikes" and "slightly like”. Second, consumers prefer the light yellow, aroma, flavor, aftertaste of seeweed and other characteristics of the potato chips products and less preferred aroma, flavor and taste of chili of the potato chip products. Third, through the collective analysis analysis, it was found that the high acceptor group was not affected by the taste, shape and other factors. The low acceptance group was influenced by the different shape of the product. |
