頁籤選單縮合
題名 | 家庭主婦家庭取代餐購買行為之研究=A Study of Housewife Purchase Behavior Regarding Home Meal Replacement |
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作者 | 吳婉祺; 王俊雄; 蔣憲國; Wu, Wang-chi; Wang, Jiun-shong; Jeang, Shiann-gwo; |
期刊 | 台灣農學會報 |
出版日期 | 20100200 |
卷期 | 11:1 2010.02[民99.02] |
頁次 | 頁80-104 |
分類號 | 496.34 |
語文 | chi |
關鍵詞 | 家庭取代餐; 食品生活型態; 購買行為; Home meal replacements; Food-related lifestyles; Purchase frequency; |
中文摘要 | 本研究旨在分析家庭取代餐(HMR)購買行為與食品生活型態之關連性,並探討在加入人口統計控制變項後,食品生活型態對家庭主婦即時餐、即熱餐和即煮餐等不同類型之HMR產品購買頻率之影響。以曾購買過HMR的家庭主婦為受訪對象,共獲得有效樣本359份。研究結果顯示:一、「購物樂趣」、「購物清單」、「口味導向」以及「新奇感」皆對即食餐購買頻率有正向顯著影響,而「新鮮需求」對即食餐購買頻率有負向顯著影響。二、「家人的協助」對即熱餐購買頻率有正向顯著影響,而「烹飪責任」與「健康與品質導向」對即熱餐購買頻率有負向顯著影響。三、「價格的敏感度」、「家人的協助」、「購物樂趣」及「社會關係」皆對即煮餐購買頻率有正向顯著影響,「健康與品質導向」、「烹飪責任」以及「對廣告的態度」對即煮餐購買頻率有負向顯著影響。 |
英文摘要 | The purpose of this study is to examine the relationship among food-related lifestyle, demographic control variables and the purchasing frequency of HMR (ready to eat meals, ready to heat meals, and ready to cook meals). This study was administered through a survey to the households who had bought HMR food in Taiwan, deriving a sample of 359 participants. The major findings were as follows: 1. "Shopping enjoyment," shopping list, "taste-sense oriention, "and" novelty "have significant positive influence on the purchasing frequency of ready to eat meals. "The demands for freshness" were found to have a significant negative influence on the purchasing frequency of ready to eat meals. 2. Family assistance has a significant positive influence on the purchasing frequency of ready to heat meals. Both "cooking responsibility" and "health and quality orientation" were found to have a significant negative influence on purchasing frequency of ready to heat meals. 3. "Price sensitivity, "family assistance, "shopping enjoyment, "and" social relationships" have a significant positive influence on purchasing frequency of ready to cook meals. "The health and quality orientation, "attitude towards advertising, "and" cooking responsibility" were found to have a significant negative influence on the purchasing frequency of ready to cook meals. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。