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題 名 | 臺南地區大專院校學生對鹽酥雞食品之消費者知識、態度與購買行為關係之初探=An Initial Study of the Relationships among Consumer Knowledge, Consumer Attitudes, and Purchasing Behavior of Salt and Pepper Popcorn Chicken of College Students in Tainan |
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作 者 | 朱惠英; | 書刊名 | 中臺學報 |
卷 期 | 17:4 民95.06 |
頁 次 | 頁23-52 |
分類號 | 496.34 |
關鍵詞 | 鹽酥雞; 消費者知識; 消費者態度; 購買行為; Salt and pepper popcorn chicken; Consumer knowledge; Consumer attitude; Purchasing behavior; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究旨在瞭解臺南地區大專院校學生對鹽酥雞食品的消費者知識、消費者態度與購買行為之概況,並分析其間之關係,以及基本資料變項、消費者知識、消費者態度對購買行為之影響。在研究方法上,主要以「問卷調查法」進行,並針對臺南縣市11所大專院校之學生進行施測,共取得有效問卷536份。研究結果發現,臺南地區大專院校學生對鹽酥雞食品的「消費者知識」程度屬於中等略趨正向,其中女性、年齡「21-22歲」及「22歲以上」、修習過營養學相關課程者的知識程度明顯高於其他各組。此外,受試者對鹽酥雞食品的「消費者態度」為中等略趨正向,其中男性的態度明顯高於女性;在購買行為方面,受試者的購買行為趨於中等,而男性的購買行為亦明顯高於女性,在皮爾森積差相關的分析下發現,受試者之鹽酥雞「消費者態度」與「購買行為」間相關係數為0.493,達顯著水準,即受試者對鹽酥雞食品的消費者態度愈正向其購買行為出現的頻率亦愈頻繁,在逐步多元迴歸分析下顯示,受試者之「性別」與「消費者態度」對購買行為有顯著之預測力,研究結果提供營養教育工作者及業者參考。 |
英文摘要 | The objectives of this study are to investigate the consumer knowledge, consumer attitudes, and purchasing behavior of salt and pepper popcorn chicken of the college students in Tainan, to analyze the relationships among them, and to examine the effects of the personal information variables, consumer knowledge, and consumer attitudes on the purchasing behavior. In terms of the research methodology, a questionnaire-survey method was employed. Questionnaires were distributed to students in 11 colleges in Tainan City/County, and 536 valid questionnaires were collected. The results of this study suggest that the level of “consumer knowledge” of salt and pepper popcorn chicken of the students in 11 colleges in Tainan is neutral-slightly positive. The female students, students of age “21-22” and “above 22”, and students who have taken nutrition courses have significantly higher knowledge level than the other groups. In addition, the subjects’ “consumer attitudes” toward salt and pepper popcorn chicken are neutral-slightly positive, among which the male students’ attitudes are significantly higher than the female students. In terms of the purchasing behavior, the subjects’ purchasing behavior is generally neutral, and the male students’ purchasing behavior is also significantly higher than the female students. The results of the Pearson product-moment correlation analysis show that the correlation coefficient between the subjects’ “consumer attitudes” and their “purchasing behavior” is 0.493, at a significant level. That means the subjects with more positive consumer attitude toward salt and pepper popcorn chicken are likely to have more frequent purchasing behavior. Moreover, the results of the stepwise multiple regression analysis indicate that the subjects’ “gender” and “consumer attitude” have significant prediction power on their purchasing behavior. The findings of this study provide references for professionals in nutrition education and related enterprises. |
本系統中英文摘要資訊取自各篇刊載內容。