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題名 臺灣消費者食物恐新症對健康食品購買意願之影響 作者 黃孝淳
Huang, Hsiao-Chun貢獻者 黃國峯<br>林谷合
黃孝淳
Huang, Hsiao-Chun關鍵詞 食物恐新症
健康食品知識
健康食品購買意願
Food neophobia
Knowledge on food and health
Willingness to buy functional foods日期 2019 上傳時間 2-May-2019 14:47:53 (UTC+8) 摘要 隨著國人健康意識抬頭、人口結構趨向高齡化及少子化，健康保健的需求及減少疾病風險格外受到重視，也因此讓健康食品的需求逐年攀升。據經濟部技術部調查及推估，臺灣的保健食品市場規模從2015年開始已連續四年達的正成長，由此可見健康食品市場的發展潛力與國人的高需求量。然而健康食品對於消費者而言屬於有別於傳統食物的新型態食品，從前四大健康食品類別的飲料類為例，根據臺灣區飲料工業同業公會2018年會員工廠各類飲料銷售數量統計資料顯示，2018年上半年的各類飲料銷售額中，機能性飲料僅佔1.90%，可見臺灣的健康食品以及機能性食品仍尚未全面普及，在此情況之下，過去研究也發現消費者對於食物的恐新程度會顯著負面影響其對於機能性食品的購買意願，以及消費者若對於機能性食品的知識以及產品效能有較多的認識時，對於機能性食品的消費行為將會有正面影響，因此本研究目的為探討國人的食物恐新症程度是否會顯著反向影響其對於健康食品之購買意願，以及國人在健康食品知識的認知程度是否會正向調節此影響關係及如何調節。本研究透過網路社群平台Facebook以及論壇Dcard，針對臺灣人以便利抽樣的方式，使用線上問卷系統SurveyCake進行問卷之發放及回收，並於問卷設定上規範「問卷之題項需完整填寫完畢始能進行繳交」，因此回收之問卷未包含填寫不完整之無效問卷，總共發放及回收的有效問卷共計618份，有效回收率為100%。研究結果發現，受訪者的食物恐新症會顯著地正向影響他們對於健康食品的購買意願，並且健康食品知識在食物恐新症與健康食品之購買意願間的影響關係上具有顯著的反向調節效果。
The functional food has witnessed growth in recent years due to the increasing consumer health awareness, the aging of population and fewer children, and the prevention, maintenance or improvement of disease in healthcare. Abovementioned factors boost functional food market in Taiwan and reflect a positive growth from 2015 according to the report by Ministry of Economic Affair. Unfortunately, people are hesitant to try functional food compared to normal food. As the beverage is top 4 in the category of functional food, we use beverage as an example. In the 2018 Beverage Sales report of Taiwan Beverage Industries Association, there is only 1.90% in functional drinks. The study attempts to investigate 2 hypotheses. First, as the functional food is not popular in Taiwan based on the report, food neophobia will obviously lead to the negative impact on their willingness to buy in functional food. Second, and if consumers are improving the knowledge on food and health, it will reflect a positive growth of willingness to buy in functional food. The study applies survey method and distributes 618 questionnaires to the people who live in Taiwan and have an account in social media “Facebook” and “Dcard”. The effective response rate is 100% since the ineffective response will not be counted in our online survey platform “SurveyCake”. The major findings are, first, food neophobia has a significant positive influence on willingness to buy in functional food. Second, when consumers are improving the knowledge on food and health, it has a significant negative influence on willingness to buy in functional food.參考文獻 台灣區飲料工業同業公會（2018）。2018年值得關注之食品飲料趨勢。檢自：http://www.bia.org.tw/zh-tw/news-42824/2018%E5%B9%B4%E5%80%BC%E5%BE%97%E9%97%9C%E6%B3%A8%E4%B9%8B%E9%A3%9F%E5%93%81%E9%A3%B2%E6%96%99%E8%B6%A8%E5%8B%A2.html [2019, February 15]台灣區飲料工業同業公會（2018）。2018年會員工廠各類飲料銷售數量統計表。檢自：http://www.bia.org.tw/style/frame/m9/download.asp?lang=1&customer_id=1011&content_set=color_1&name_id=107605&Directory_ID=13643 [2019, February 15]吳明隆（2003）。SPSS統計應用學習實務-問卷分析與應用統計，台北：知城數位科技。吳明隆(2007)，SPSS操作與應用-問卷統計分析實務，台北：五南圖書出版有限公司。林百也、邱建智、徐欽賢、李貞（2012）。保健食品消費者知覺價值及滿意度對行為意圖之影響。體育運動與Amos統計應用期刊，1(2)，1 – 11。溫世頌(2006)，心理學辭典，台北：三民書局。楊雅嵐、吳怡萱、許輔（2017）。國際健康宣稱之規範與我國之比較。臺灣膳食營養學雜誌，9(1)，1-18。經濟部工業局（2018）。健康食品管理法及相關法規。檢自：http://www.cgprdi.org.tw/functionalfood/statute/sta_main.asp [2019, February 15]經濟部技術部（2018）。2018食品產業年鑑。台北：財團法人食品工業發展研究所。衛生福利部食品藥物管理署（2018）。健康食品管理法。檢自：https://consumer.fda.gov.tw/Law/Detail.aspx?nodeID=518&lawid=167 [2019, February 15]衛生福利部食品藥物管理署（2018）。衛生福利部審核通過之健康食品資料查詢。檢自：https://consumer.fda.gov.tw/Food/InfoHealthFood.aspx?nodeID=162 [2019, February 15]Aiken, L. 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國立政治大學
企業管理研究所(MBA學位學程)
105363072資料來源 http://thesis.lib.nccu.edu.tw/record/#G0105363072 資料類型 thesis dc.contributor.advisor 黃國峯<br>林谷合 zh_TW dc.contributor.author (Authors) 黃孝淳 zh_TW dc.contributor.author (Authors) Huang, Hsiao-Chun en_US dc.creator (作者) 黃孝淳 zh_TW dc.creator (作者) Huang, Hsiao-Chun en_US dc.date (日期) 2019 en_US dc.date.accessioned 2-May-2019 14:47:53 (UTC+8) - dc.date.available 2-May-2019 14:47:53 (UTC+8) - dc.date.issued (上傳時間) 2-May-2019 14:47:53 (UTC+8) - dc.identifier (Other Identifiers) G0105363072 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/123245 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理研究所(MBA學位學程) zh_TW dc.description (描述) 105363072 zh_TW dc.description.abstract (摘要) 隨著國人健康意識抬頭、人口結構趨向高齡化及少子化，健康保健的需求及減少疾病風險格外受到重視，也因此讓健康食品的需求逐年攀升。據經濟部技術部調查及推估，臺灣的保健食品市場規模從2015年開始已連續四年達的正成長，由此可見健康食品市場的發展潛力與國人的高需求量。然而健康食品對於消費者而言屬於有別於傳統食物的新型態食品，從前四大健康食品類別的飲料類為例，根據臺灣區飲料工業同業公會2018年會員工廠各類飲料銷售數量統計資料顯示，2018年上半年的各類飲料銷售額中，機能性飲料僅佔1.90%，可見臺灣的健康食品以及機能性食品仍尚未全面普及，在此情況之下，過去研究也發現消費者對於食物的恐新程度會顯著負面影響其對於機能性食品的購買意願，以及消費者若對於機能性食品的知識以及產品效能有較多的認識時，對於機能性食品的消費行為將會有正面影響，因此本研究目的為探討國人的食物恐新症程度是否會顯著反向影響其對於健康食品之購買意願，以及國人在健康食品知識的認知程度是否會正向調節此影響關係及如何調節。本研究透過網路社群平台Facebook以及論壇Dcard，針對臺灣人以便利抽樣的方式，使用線上問卷系統SurveyCake進行問卷之發放及回收，並於問卷設定上規範「問卷之題項需完整填寫完畢始能進行繳交」，因此回收之問卷未包含填寫不完整之無效問卷，總共發放及回收的有效問卷共計618份，有效回收率為100%。研究結果發現，受訪者的食物恐新症會顯著地正向影響他們對於健康食品的購買意願，並且健康食品知識在食物恐新症與健康食品之購買意願間的影響關係上具有顯著的反向調節效果。 zh_TW dc.description.abstract (摘要) The functional food has witnessed growth in recent years due to the increasing consumer health awareness, the aging of population and fewer children, and the prevention, maintenance or improvement of disease in healthcare. Abovementioned factors boost functional food market in Taiwan and reflect a positive growth from 2015 according to the report by Ministry of Economic Affair. Unfortunately, people are hesitant to try functional food compared to normal food. As the beverage is top 4 in the category of functional food, we use beverage as an example. In the 2018 Beverage Sales report of Taiwan Beverage Industries Association, there is only 1.90% in functional drinks. The study attempts to investigate 2 hypotheses. First, as the functional food is not popular in Taiwan based on the report, food neophobia will obviously lead to the negative impact on their willingness to buy in functional food. Second, and if consumers are improving the knowledge on food and health, it will reflect a positive growth of willingness to buy in functional food. The study applies survey method and distributes 618 questionnaires to the people who live in Taiwan and have an account in social media “Facebook” and “Dcard”. The effective response rate is 100% since the ineffective response will not be counted in our online survey platform “SurveyCake”. The major findings are, first, food neophobia has a significant positive influence on willingness to buy in functional food. Second, when consumers are improving the knowledge on food and health, it has a significant negative influence on willingness to buy in functional food. en_US dc.description.tableofcontents 第一章 緒論 1第一節 研究背景與動機 1第二節 研究問題 3第三節 研究目的 6第四節 研究流程 7第二章 文獻回顧 9第一節 健康食品之定義 9第二節 食物恐新症 13第三節 食品知識 15第四節 購買行為 17第三章 研究設計 20第一節 研究架構 20第二節 研究變數之操作型定義 21第三節 研究假設 22第四節 問卷設計 24第五節 資料分析 28第四章 分析與討論 29第一節 問卷回收狀況與樣本分佈 29第二節 食物恐新症之敘述性統計、項目分析、信度分析及效度分析 33第三節 健康食品知識之信度分析、敘述性統計及效度分析 36第四節 健康食品的購買意願之敘述性統計、信度分析及效度分析 40第五節 相關分析 44第六節 假設檢定 45第五章 結論與建議 59第一節 研究結論 59第二節 管理意涵 64第三節 研究限制 66第四節 未來研究建議 67參考文獻 68附錄：研究問卷 74 zh_TW dc.format.extent 1300547 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0105363072 en_US dc.subject (關鍵詞) 食物恐新症 zh_TW dc.subject (關鍵詞) 健康食品知識 zh_TW dc.subject (關鍵詞) 健康食品購買意願 zh_TW dc.subject (關鍵詞) Food neophobia en_US dc.subject (關鍵詞) Knowledge on food and health en_US dc.subject (關鍵詞) Willingness to buy functional foods en_US dc.title (題名) 臺灣消費者食物恐新症對健康食品購買意願之影響 zh_TW dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 台灣區飲料工業同業公會（2018）。2018年值得關注之食品飲料趨勢。檢自：http://www.bia.org.tw/zh-tw/news-42824/2018%E5%B9%B4%E5%80%BC%E5%BE%97%E9%97%9C%E6%B3%A8%E4%B9%8B%E9%A3%9F%E5%93%81%E9%A3%B2%E6%96%99%E8%B6%A8%E5%8B%A2.html [2019, February 15]台灣區飲料工業同業公會（2018）。2018年會員工廠各類飲料銷售數量統計表。檢自：http://www.bia.org.tw/style/frame/m9/download.asp?lang=1&customer_id=1011&content_set=color_1&name_id=107605&Directory_ID=13643 [2019, February 15]吳明隆（2003）。SPSS統計應用學習實務-問卷分析與應用統計，台北：知城數位科技。吳明隆(2007)，SPSS操作與應用-問卷統計分析實務，台北：五南圖書出版有限公司。林百也、邱建智、徐欽賢、李貞（2012）。保健食品消費者知覺價值及滿意度對行為意圖之影響。體育運動與Amos統計應用期刊，1(2)，1 – 11。溫世頌(2006)，心理學辭典，台北：三民書局。楊雅嵐、吳怡萱、許輔（2017）。國際健康宣稱之規範與我國之比較。臺灣膳食營養學雜誌，9(1)，1-18。經濟部工業局（2018）。健康食品管理法及相關法規。檢自：http://www.cgprdi.org.tw/functionalfood/statute/sta_main.asp [2019, February 15]經濟部技術部（2018）。2018食品產業年鑑。台北：財團法人食品工業發展研究所。衛生福利部食品藥物管理署（2018）。健康食品管理法。檢自：https://consumer.fda.gov.tw/Law/Detail.aspx?nodeID=518&lawid=167 [2019, February 15]衛生福利部食品藥物管理署（2018）。衛生福利部審核通過之健康食品資料查詢。檢自：https://consumer.fda.gov.tw/Food/InfoHealthFood.aspx?nodeID=162 [2019, February 15]Aiken, L. 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