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題名 Z世代即期食品消費驅動力分析： 以便利商店為例
Driving Force Analysis for Generation Z to Purchase Expiring Products ── A Case Study of Convenience Stores作者 彭琳
Peng, Lin貢獻者 黃正忠<br>傅浚映
彭琳
Peng, Lin關鍵詞 綠色消費
Z世代
即期品
糧食
便利商店
永續發展目標
Green consumption
Generation Z
Expiring products
Food
Convenience store
SDGs日期 2022 上傳時間 1-Jul-2022 16:35:15 (UTC+8) 摘要 在農業技術日漸發達的現在，全球仍有無數人口深陷食物匱乏的困境中，不患寡而患不均。在台灣，甚少聽聞糧食不足的問題，糧食議題主要是來自食物供應鏈的浪費，造成能源與水源的浪費，與處理廚餘造成的環境議題。Z世代消費者年紀大約在12歲至27歲之間，在台灣約為422萬人，佔台灣總人口約18%。這群年輕的消費者對科技應用熟悉，重視企業形象，願意以金錢支持在社會議題上耕耘的企業，與X與Y世代消費者消費習性上有明顯差異。本研究的目的是為了找出便利商店推動即期食品計畫時採用的措施影響了Z世代消費者哪些消費驅動力。先從文獻整理中將零售業者措施分成四大類，Z世代消費者購買環境友善產品的驅動力分為六大類。針對Z世代消費者採用問卷調查法，以李克特量表測試消費者對便利商店推廣即期食品的措施是否與對環境議題的認知程度、環境友善態度、個人行為對企業的影響力、重要他人的態度、價格因素、便利性等六大驅動力有關。本研究統計分析結果為：（1）Z世代消費者對環境議題的認知程度、環境友善態度、價格因素、便利性會與消費者的購買行為有正相關，（2）便利商店在產品相關措施與Z世代消費者的環境友善態度、個人行為對企業的影響力、重要他人的態度有正相關，（3）便利商店的科技應用與Z世代消費者環境友善態度有正相關。本研究結論為：（1）Z世代消費者確實會因為對環境議題的重視或是具有環境友善態度而購買即期食品，但需要依靠企業在線上或線下行銷時宣導議題，（2）Z世代消費者不認為購買行為會促使企業開展更多解決糧食議題的行動，因為企業目前缺乏和消費者溝通食物供應鏈改善情況的管道，（3）目前Z世代消費者很難區分便利商店業者針對糧食議題的作法與常規行銷活動的差別，所以會懷疑企業是否在進行漂綠行為，目前僅即期品地圖這樣的創新作為讓Z世代消費者感受到企業誠意。本研究對政府與企業的建議為：（1）企業應在行銷素材中加入更多環境議題元素，強化Z世代消費者對相關議題的了解，（2）企業應將內部於食物供應鏈各個層面的措施完整向Z世代消費者揭露。基於本研究為針對Z世代曾在便利商店購買即期食品的消費者實施問卷調查法，因此本問卷的研究限制為無法推論至所有世代消費者、無法推論至所有零售通路、無法推論至所有即期食品種類。本研究針對後續研究建議為：（1）改變研究方法，從問卷調查法轉為質性訪談法，（2）以不同零售通路作為研究標的，（3）以不同種類的即期食品作為研究標的。
Nowadays, agricultural technology is evolving day by day. However, there are people worldwide suffering from food scarcity. In Taiwan, it seems that the issue of food insufficiency is not an important problem. Food issues are mainly from the waste in the food supply chain, resulting in a waste of energy and water, and environmental issues caused by handling food waste.Gen Z consumers are about 12 to 27 years old, and there are about 4.22 million people in Taiwan, accounting for about 18% of the total population. Gen Z consumers are familiar with technology applications, value good corporate image, and are willing to spend money on buying products from companies that work on social issues. It is significantly different from the shopping trends of X- and Y-generation consumers.The purpose of this case study is to analyze driving force for generation Z to purchase expiring products, and how convenience stores implement plans to strengthen the driving force.This study first divides the measures of retailers into four categories from the literature, and the driving force of consumers to purchase environmentally-friendly products is divided into six categories. Then, a questionnaire survey tested consumers on the Likert scale. Six driving force includes awareness of environmental issues, environmentally friendly attitudes, influence on the enterprise, attitudes of significant others, price, and convenience.The statistical analysis results of this study are as follows: (1) Gen Z consumers` awareness of environmental issues, environment-friendly attitude, price, and convenience are positively correlated with consumers` purchasing behavior. (2) Product-related factors are positively related to Gen Z consumers` environmentally friendly attitude, influence on the enterprise and attitudes of significant others. (3) The application of technology is positively related to Gen Z consumers’ environment-friendly attitude.The conclusions of this case study are: (1) Gen Z consumers do buy expiring products because they care about environmental issues or have an environmentally friendly attitude. However, companies have to promote the issues while they sell products online or offline. (2) Gen Z consumers do not believe that purchasing behavior will push companies to take more actions to solve food issues, because companies currently lack channels to communicate with consumers about the improvement of the food supply chain. (3) It is difficult for Gen Z consumers to distinguish between the food safety campaign and regular marketing activities. Therefore, the campaign is little more than greenwashing to improve the oil company`s image. At present, only innovations such as the online map make consumers feel the campaign is not greenwashing.The following recommendations are to the government and enterprises. (1) Enterprises should add more environmental issues elements to their marketing materials to strengthen consumers` understanding of relevant issues. (2) Enterprises should disclose all internal measures of the food supply chain to consumers.Consideration should be given to the limitations of this study. The case study cannot infer to all generations of consumers, to all retail channels, and to all expiration date-based products.The following suggestions should be considered in future research. (1) Future research can use different research methods. (2) Future research can be conducted in different retail channels. 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國立政治大學
企業管理研究所(MBA學位學程)
109363071資料來源 http://thesis.lib.nccu.edu.tw/record/#G0109363071 資料類型 thesis dc.contributor.advisor 黃正忠<br>傅浚映 zh_TW dc.contributor.author (Authors) 彭琳 zh_TW dc.contributor.author (Authors) Peng, Lin en_US dc.creator (作者) 彭琳 zh_TW dc.creator (作者) Peng, Lin en_US dc.date (日期) 2022 en_US dc.date.accessioned 1-Jul-2022 16:35:15 (UTC+8) - dc.date.available 1-Jul-2022 16:35:15 (UTC+8) - dc.date.issued (上傳時間) 1-Jul-2022 16:35:15 (UTC+8) - dc.identifier (Other Identifiers) G0109363071 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/140730 - 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) 109363071 zh_TW dc.description.abstract (摘要) 在農業技術日漸發達的現在，全球仍有無數人口深陷食物匱乏的困境中，不患寡而患不均。在台灣，甚少聽聞糧食不足的問題，糧食議題主要是來自食物供應鏈的浪費，造成能源與水源的浪費，與處理廚餘造成的環境議題。Z世代消費者年紀大約在12歲至27歲之間，在台灣約為422萬人，佔台灣總人口約18%。這群年輕的消費者對科技應用熟悉，重視企業形象，願意以金錢支持在社會議題上耕耘的企業，與X與Y世代消費者消費習性上有明顯差異。本研究的目的是為了找出便利商店推動即期食品計畫時採用的措施影響了Z世代消費者哪些消費驅動力。先從文獻整理中將零售業者措施分成四大類，Z世代消費者購買環境友善產品的驅動力分為六大類。針對Z世代消費者採用問卷調查法，以李克特量表測試消費者對便利商店推廣即期食品的措施是否與對環境議題的認知程度、環境友善態度、個人行為對企業的影響力、重要他人的態度、價格因素、便利性等六大驅動力有關。本研究統計分析結果為：（1）Z世代消費者對環境議題的認知程度、環境友善態度、價格因素、便利性會與消費者的購買行為有正相關，（2）便利商店在產品相關措施與Z世代消費者的環境友善態度、個人行為對企業的影響力、重要他人的態度有正相關，（3）便利商店的科技應用與Z世代消費者環境友善態度有正相關。本研究結論為：（1）Z世代消費者確實會因為對環境議題的重視或是具有環境友善態度而購買即期食品，但需要依靠企業在線上或線下行銷時宣導議題，（2）Z世代消費者不認為購買行為會促使企業開展更多解決糧食議題的行動，因為企業目前缺乏和消費者溝通食物供應鏈改善情況的管道，（3）目前Z世代消費者很難區分便利商店業者針對糧食議題的作法與常規行銷活動的差別，所以會懷疑企業是否在進行漂綠行為，目前僅即期品地圖這樣的創新作為讓Z世代消費者感受到企業誠意。本研究對政府與企業的建議為：（1）企業應在行銷素材中加入更多環境議題元素，強化Z世代消費者對相關議題的了解，（2）企業應將內部於食物供應鏈各個層面的措施完整向Z世代消費者揭露。基於本研究為針對Z世代曾在便利商店購買即期食品的消費者實施問卷調查法，因此本問卷的研究限制為無法推論至所有世代消費者、無法推論至所有零售通路、無法推論至所有即期食品種類。本研究針對後續研究建議為：（1）改變研究方法，從問卷調查法轉為質性訪談法，（2）以不同零售通路作為研究標的，（3）以不同種類的即期食品作為研究標的。 zh_TW dc.description.abstract (摘要) Nowadays, agricultural technology is evolving day by day. However, there are people worldwide suffering from food scarcity. In Taiwan, it seems that the issue of food insufficiency is not an important problem. Food issues are mainly from the waste in the food supply chain, resulting in a waste of energy and water, and environmental issues caused by handling food waste.Gen Z consumers are about 12 to 27 years old, and there are about 4.22 million people in Taiwan, accounting for about 18% of the total population. Gen Z consumers are familiar with technology applications, value good corporate image, and are willing to spend money on buying products from companies that work on social issues. It is significantly different from the shopping trends of X- and Y-generation consumers.The purpose of this case study is to analyze driving force for generation Z to purchase expiring products, and how convenience stores implement plans to strengthen the driving force.This study first divides the measures of retailers into four categories from the literature, and the driving force of consumers to purchase environmentally-friendly products is divided into six categories. Then, a questionnaire survey tested consumers on the Likert scale. Six driving force includes awareness of environmental issues, environmentally friendly attitudes, influence on the enterprise, attitudes of significant others, price, and convenience.The statistical analysis results of this study are as follows: (1) Gen Z consumers` awareness of environmental issues, environment-friendly attitude, price, and convenience are positively correlated with consumers` purchasing behavior. (2) Product-related factors are positively related to Gen Z consumers` environmentally friendly attitude, influence on the enterprise and attitudes of significant others. (3) The application of technology is positively related to Gen Z consumers’ environment-friendly attitude.The conclusions of this case study are: (1) Gen Z consumers do buy expiring products because they care about environmental issues or have an environmentally friendly attitude. However, companies have to promote the issues while they sell products online or offline. (2) Gen Z consumers do not believe that purchasing behavior will push companies to take more actions to solve food issues, because companies currently lack channels to communicate with consumers about the improvement of the food supply chain. (3) It is difficult for Gen Z consumers to distinguish between the food safety campaign and regular marketing activities. Therefore, the campaign is little more than greenwashing to improve the oil company`s image. At present, only innovations such as the online map make consumers feel the campaign is not greenwashing.The following recommendations are to the government and enterprises. (1) Enterprises should add more environmental issues elements to their marketing materials to strengthen consumers` understanding of relevant issues. (2) Enterprises should disclose all internal measures of the food supply chain to consumers.Consideration should be given to the limitations of this study. The case study cannot infer to all generations of consumers, to all retail channels, and to all expiration date-based products.The following suggestions should be considered in future research. (1) Future research can use different research methods. (2) Future research can be conducted in different retail channels. (3) Future research can be conducted in different types of expiring products. en_US dc.description.tableofcontents 謝誌 i摘要 iiAbstract iv第一章 緒論 7第一節 研究動機 7第二節 研究目的 9第二章 文獻探討 10第一節 Z世代的消費習性 10第二節 糧食議題的困境與解方 15第三節 消費驅動力與零售業驅動元素 27第四節 台灣便利商店現況 37第三章 研究方法 41第一節 研究架構 42第二節 研究假說 43第三節 研究方法與研究對象 48第四節 問卷設計 49第四章 資料分析 54第一節 信度分析 54第二節 樣本結構分析 55第三節 整體研究變項之敘述性統計分析 59第四節 各研究面向之T檢定與ANOVA分析 67第五章 結果與討論 73第一節 研究假設驗證 73第二節 研究發現與研究結論 80第三節 管理意涵 89第六章 結論與建議 93第一節 研究結論 93第二節 研究限制 96第三節 研究建議 98參考文獻 100附錄一 108 zh_TW dc.format.extent 4118881 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0109363071 en_US dc.subject (關鍵詞) 綠色消費 zh_TW dc.subject (關鍵詞) Z世代 zh_TW dc.subject (關鍵詞) 即期品 zh_TW dc.subject (關鍵詞) 糧食 zh_TW dc.subject (關鍵詞) 便利商店 zh_TW dc.subject (關鍵詞) 永續發展目標 zh_TW dc.subject (關鍵詞) Green consumption en_US dc.subject (關鍵詞) Generation Z en_US dc.subject (關鍵詞) Expiring products en_US dc.subject (關鍵詞) Food en_US dc.subject (關鍵詞) Convenience store en_US dc.subject (關鍵詞) SDGs en_US dc.title (題名) Z世代即期食品消費驅動力分析： 以便利商店為例 zh_TW dc.title (題名) Driving Force Analysis for Generation Z to Purchase Expiring Products ── A Case Study of Convenience Stores en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 一、中文文獻公平交易委員會，2021。「便利」生活，平均每人每年逛超商137次，每次消費84.16元。https://www.ftc.gov.tw/internet/main/doc/docDetail.aspx?uid=126&docid=16790，擷取日期：2022年3月20日。王清懿，2021。統一超商銷售策略關鍵成功因素之研究。龍華科技大學企業管理系未出版碩士論文。行政院性別平等會，2022。現住人口數按性別及年齡分。https://www.gender.ey.gov.tw/gecdb/Stat_Statistics_Query.aspx?sn=Jvwu1Ndiotx2AzKr6MD1kg%40%40&statsn=EcfUJy%24sRRPbnOe4TvO%24Jg%40%40，擷取日期：2022年3月17日。行政院農業委員會，2020。農業指標。https://agrstat.coa.gov.tw/sdweb/public/indicator/Indicator.aspx，擷取日期：2022年2月11日。行政院環境保護署，2018。惜食百分百，廚餘零廢棄.。https://enews.epa.gov.tw/Page/3B3C62C78849F32F/42628ac5-2345-4367-ab85-9bdade74509a，擷取日期：2022年6月26日。行政院環境保護署，2022。惜食推廣種子店家。https://eeis.epa.gov.tw/front/information/Detail.aspx?id=75，擷取日期：2022年2月22日。行政院環境保護署督察總隊，2021。全民響應綠色飲食，每人廚餘量日減4成。https://enews.epa.gov.tw/Page/3B3C62C78849F32F/e0e26be2-fec7-4fd7-aa7b-89ae61eb6196，擷取日期：2022年2月11日。行政院環境保護署廢管處，2017。搶救剩食大作戰 環保署力推剩食循環經濟。https://enews.epa.gov.tw/Page/3B3C62C78849F32F/ee64cb1c-4e2e-4ce6-bc41-86dadc81840d，擷取日期：2022年3月21日。吳岱軒，2016。以電商平台模式改善食物供應鏈浪費問題之研究。國立臺灣大學商學研究所未出版碩士論文。李奇樺，2013。綠色生活－介紹綠色消費與認識環境標誌。https://record.epa.gov.tw/Epaper/10273/ep-4.html，擷取日期：2022年3月21日林芊妤，2020。堆肥、設生質能源廠 環保署推廚餘多元處理。https://e-info.org.tw/node/226231，擷取日期：2022年2月27日。林素滿，2019。消費者對醜蔬果的知識、態度及購買行為之研究。國立臺灣大學農業經濟學研究所未出版碩士論文。食力，2022。每月平均減少300公噸食物浪費！全家超商用什麼招數解決剩食問題？。https://www.storm.mg/lifestyle/4154507?page=1，擷取日期：2022年6月26日國家發展委員會，2022。總人口成長趨勢。https://pop-proj.ndc.gov.tw/chart.aspx?c=2&uid=62&pid=60，擷取日期：2022年3月17日。統一超商，2022。統一超商永續發展。https://www.7-11.com.tw/company/csr/esgfocus_02.aspx，擷取日期：2022年6月27日。許郁舷，2014。從眾行為對購買意圖與決策影響之研究－以節能產品為例。國立宜蘭大學未出版碩士論文。陳惠娟，2020。即期鮮食於固定時間折扣促銷對消費者知覺價值與購買意願之影響－以F便利商店為例。輔仁大學未出版碩士論文。童宇聲，2022。人格特質、綠色消費認知、綠色消費態度對綠色消費行為影響之研究。崇右影藝科技大學經營管理系未出版碩士論文。黃彥文，2007。大學生綠色消費行為之研究－以台北市立教育大學學生為例。臺北市立教育大學環境教育研究所未出版碩士論文。黃思敏，2021。不能送養豬場 六成廚餘如何去化？ 環保署急調度掩埋、焚化、高效處理廠。https://e-info.org.tw/node/232116，擷取日期：2022年2月27日。黃珮蓁，2019。成為廚餘以前——從食物浪費到惜食的實踐。https://wuo-wuo.com/topics/enviromental/99-kitchen-waste-recycling/942-zeczec-5358，擷取日期：2022年2月22日。黃聖偉，2015。有效日期制度之下食物價值的兩難與反思。國立政治大學社會學系未出版碩士論文。詹皓宇，2021。台灣剩食供需管理策略─手機APP剩食交易平台之應用設計。國立臺北大學未出版碩士論文。蔣濬浩，2021。台灣黑豬被退場？「新廚餘禁令」掀三大政策角力。https://www.gvm.com.tw/article/82944，擷取日期：2022年2月22日。聯合國，2015。目標12： 採用可持續的消費和生產模式。 https://www.un.org/sustainabledevelopment/zh/sustainable-consumption-production/，擷取日期：2022年3月16日。聯合國，2015。目標2：消除飢餓，實現糧食安全，改善營養狀況和促進可持續農業。https://www.un.org/sustainabledevelopment/zh/hunger/，擷取日期：2022年3月16日。聯合國經濟和社會事務部，2022。消除饑餓、實現糧食安全、改善營養狀況和促進可持續農業。https://sdgs.un.org/zh/goals/goal2，擷取日期：2022年3月18日。聯合國經濟和社會事務部，2022。確保採用可持續的消費和生產模式。https://sdgs.un.org/zh/goals/goal12，擷取日期：2022年3月18日。謝怡君，2012。即期品對消費者購買決策之影響。國立中興大學未出版碩士論文。謝進錦，2021。科技應用於便利商店展店時之關鍵因素探討-以臺灣F公司為例。國立臺北科技大學管理學院工業工程與管理EMBA專班未出版碩士論文。鄺子芸，2015。原賦效果對於即期品評價的影響。國立臺北大學未出版碩士論文。二、英文文獻Aday, S. and Aday, M. 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