消費者對營養標示認知與態度、需求行為的探討-以台中市為例

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Title:	消費者對營養標示認知與態度、需求行為的探討-以台中市為例
Other Titles:	The Consumers’ Perception、Attitude and Consumption Behavior towards Nutritional Label-A Study of Taichung City
Authors:	梁銘修 Liang, Ming-Hsiu
Contributors:	陳佩綺 Chen, Pei-Chi ,Ph.D. 東海大學食品科學系
Keywords:	營養標示;認知與態度;需求行為;健康生活型態;因素分析 Nutritional Label;Perception and Attitude;Consumption Behavior;Healthy Life Style;Factor Analysis
Date:	2004
Issue Date:	2011-05-19T07:15:14Z (UTC)
Abstract:	在台灣施行多年的營養標示，到底在消費者心目中營養標示是有用的具有參考價值的？消費者在購買食品的決策上營養標示是否是有需要的？因此，藉本研究來了解消費者對營養標示的認知與態度以及其需求行為，並用以提供廠商在開發新產品、產品行銷以及政府在宣導與推廣營養教育的依據。本研究針對台中地區的消費者，在消費者對營養標示認知與態度及其需求行為的情形，利用問卷以個人訪問方式進行調查，調查日期自2004年3月31日至2004年4月17日，有效問卷為234份。本研究採用卡方以及t檢定來驗證研究假設，而研究主要結論如下：一、在本次研究中發現，約有六成的消費者會觀看營養標示，除了51~60歲、職業是自由業外，其它項目中，觀看營養標示均佔總樣本比例的半數以上，教育程度則是隨教育程度愈高觀看營養標示的比例愈高。二、女性、年齡在21~30歲、大學、職業是學生、未婚獨身、個人收入在30,000元以下的消費者，較會注意營養標示，且對營養標示的認知與態度有較正面的態度。三、在研究中發現，台灣消費者對營養標示的認知與態度以及需求行為與國外各國有關營養標示的研究結果基本一致，可見各國消費者對營養標示的態度、行為差異不大。四、大部份的認知與態度變數對需求行為變數有顯著影響，唯有在格式固定與營養標示數據有公信力檢測標章的認知與態度上，似乎並不顯著影響對標示的需求行為，此可能是因為營養宣稱的公信力令人質疑及消費者還不夠理解營養標示，進而造成對格式固定及數據有公信力的檢測標章的態度不影響需求的行為。五、在看營養標示與不看營養標示的健康生活型態比較上，由14題健康生活型態問項中萃取出6個構面，分別為家人及自身健康、自我信念、健康食物的選擇、注意健康產品、購買行為及健康態度。而由因素構面中的自我信念、購買行為，可以看出看營養標示比不看營養標示的消費者注重健康。 Nutritional Label implemented in Taiwan for some years, is it really useful or reference valuable for the consumers ﹖Do consumers need Nutritional Label to make buying decision on food is the question to ask？ Therefore, the study intents to understand consumers’ perception、attitude and consumption behavior towards Nutritional Label. The further understanding of the consumer behavior will be helpful for firms to develop new products or to develop products’ promotion strategy. In the meantime, the findings will be also helpful for government to adjust and improve the ongoing policy for advocating and promoting the nutritional education. The research was conducted in Taichung area.It was implemented by using a questionnaire to interview the consumers by the researcher. The investigative period started from March 31 to April 17, 2004, and there are 234 valid questionnaires. This research used Chi-Square and student t test to examine the studying hypotheses. The major findings of this research has been summarized as follows： 1. In this study, about 60﹪of the consumers would read Nutritional Label. In all of the demographic items except for 〝age group of 51~60 years old〞and 〝self-employment〞, those who read Nutritional Label are more than those who don’t. It’s also found the education level is positively correlated to the attention paid to Nutritional Label. 2. The consumers of sex in women, age in 21~30 years old, the degree of education in college, career in student, marriage in single, income below 30,000 dollars paid more attention to the Nutritional Label. They had more positive attitude towards perception、attitude of Nutritional Label. 3. The findings of this research of Taiwanese consumers’ perception、attitude towards Nutritional Label were very similar to the studies of other countries’. Therefore, this research indicate that human’s behavior towards Nutritional Label wasn’t very different among different countries and areas. 4. Most of the perception variable and attitude variable was found to have important influence on consumption behavior. However, the perception and attitude of 〝labeling on fixed style〞and 〝Nutritional Label has a verification mark〞do not seem to affect consumption behavior towards Nutritional Label. It might be because that the nutritional claim was in doubt or the consumers didn’t understand Nutritional Label very well. 5. To compared two groups’ life style and attitudes between the〝reading Nutritional Label〞group and 〝not reading Nutritional Label〞group, fourteen questions of Healthy Lifestyle was extracted into six parts. There are〝The health of family and myself〞、〝Self values and beliefs〞、〝The choice of healthy food〞、〝Attention to healthy food〞、〝Purchasing behavior〞and 〝Healthy attitude〞. From the parts of 〝Self values and beliefs〞and 〝Purchasing behavior〞, it is found that consumers who read Nutritional Label were healthier than those who don’t.
Appears in Collections:	[Department of Food Science ] Master's Theses

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