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題名 | 消費者對營養標示之知識、態度、行為及知覺風險對消費意向之影響=The Effect of Knowledge, Attitude and Behavior on Nutrition Facts and Perception Risk to Consumers' Intention |
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作者 | 許淑真; 吳佳倛; 黃政棋; 呂宜庭; 林政宏; Hsu, Shu-chen; Wu, Chia-chi; Huang, Chen-chi; Lu, Yi-ting; Lin, Chen-hung; |
期刊 | 遠東學報 |
出版日期 | 20120900 |
卷期 | 29:3 2012.09[民101.09] |
頁次 | 頁321-335 |
分類號 | 496.34 |
語文 | chi |
關鍵詞 | 營養標示; 知識; 行為; 態度; 知覺風險; 消費意向; Nutrition facts; Knowledge; Attitude; Behavior; Perception risk; Consumers' intention; |
中文摘要 | 營養標示是消費者選購食品時用以瞭解食品中營養成份資訊的工具,本研究目的在探討台灣地區民眾對營養標示之知識、態度、行為及知覺風險對消費意向之影響。本研究取得有效問卷1041份,並利用敘述性統計、Cronbach α、獨立樣本t檢定、卡方檢定、單因子變異數分析、皮爾森相關係數及迴歸分析進行資料分析。結果發現營養標示使用行為得分率為62.5%、避免攝取成分得分率為69.4%、加強攝取成分得分率為65.9%、疾病相關議題得分率69.3%、營養標示態度得分率為63.3%、基本營養概念得分率為69.1%,及營養標示認知得分率為67%。研究結果顯示部分個人屬性及營養知識來源會影響其對營養標示之態度、使用行為及健康議題之重視度。迴歸分析所得之最佳迴歸模式包含避免攝取成分、加強攝取成分、疾病相關議題、態度、基本營養概念及營養標示認知等六個變項,可聯合解釋營養標示閱讀行為29.1%的變異量。同時,心理風險、身體風險及時間風險會影響到閱讀營養標示後之決定是否購買該產品,而心理風險及時間風險則影響在營養成分認知具差異性時之消費意向。 |
英文摘要 | Nutrition facts was used as a tool for understanding nutrition information when consumers purchase foods. The purposes of the study were to investigate if knowledge, attitude, behavior and perception risks of nutrition facts may or may not influence the Taiwanese consumers’ intention. The study population included all people in Taiwan, a total of 1041 valid questionnaires were collected and analyzed by using descriptive statistics, Cronbach α, independent sample t test, chi-square tests, one-way ANOVA, Pearson correlation analysis and regression analysis. The results showed the scoring rate of reading behavior, ingredients to avoid taking, ingredients to increase getting, disease-related subjects, attitude, basic nutrition knowledge and cognition toward nutrition facts were 62.5%, 69.4%, 65.9%, 69.3%, 63.3%, 69.1% and 67%, respectively. Personal attribute and the way for consumers to obtain nutrition knowledge could influence the attitude, reading behavior and the concern about healthy subjects toward nutrition facts. The best regression mode was found in ingredients to avoid taking, ingredients to increase getting, disease-related subjects, attitude, basic nutrition knowledge and cognition toward nutrition facts; all the six variables combined could be used to explain the variance of 29.1% reading behavior to nutrition facts. Our study also found psychological risk, physical risk and time risk could be involved in the decision of whether to purchase some food product or not after reading nutrition facts; however, psychological risk and time risk could influence the consumers’ intention while cognition gap do exist. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。