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題 名 | 中式速食餐廳食物品質之知覺價值:健康美味與綠色觀點=Perceived Value of Food Quality in Chinese Fast Food Restaurants: Perspectives of Healthiness, Taste, and the Green |
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作 者 | 駱香妃; 駱佩君; 王媛慧; 李承軒; | 書刊名 | 輔仁民生學誌 |
卷 期 | 22:1 2016.06[民105.06] |
頁 次 | 頁1-15 |
分類號 | 496.34 |
關鍵詞 | 中式速食餐廳; 食物品質; 知覺價值; 購買意願; Chinese fast food restaurant; Food quality; Perceived value; Purchase intention; |
語 文 | 中文(Chinese) |
中文摘要 | 健康、美味與綠色環保乃是現今飲食之趨勢,有效的應用健康、美味與綠色屬性應可增加餐廳之競爭力。因此,本研究以食物品質的健康、美味與綠色環保屬性,透過2 x2 x 2三因子組間實驗設計,探討受測者對於中式速食餐廳不同健康、美味與綠色環保取向之組合食物的知覺價值,並進一步驗證知覺價值對購買意願之影響。研究採實驗問卷調查法,以立意抽樣不同人口統計特性之消費者,總計回收300份有效樣本,研究結果以描述性統計、單因子變異數與迴歸等分析方法進行資料統計。研究結果發現消費者對不同健康、美味與環保取向組合之食物知覺價值不同,健康與美味取向為消費者衡量知覺價值之最重要因素,其次方為綠色環保取向;除此,中式速食餐廳消費者對於食物品質之知覺價值,會正面影響其購買意願。研究結果期能提供中式速食業者菜單設計之參考,以提高餐食產品之競爭力。 |
英文摘要 | This study aims to explore the participants' perceived value with a 2 x 2 x 2 three factor design on the food quality perspectives of healthiness, taste and green, as well as further verifying the influence of the perceived value of food quality on purchase intentions. Purposive sampling was used and respondents with different demographic characteristics were recruited. A total of 300 valid samples were collected. To verify the hypothesis of this study, results were analyzed using descriptive statistics, ANOVA and regression analysis. Results showed that consumer perceived value of food quality varies according to a combination of healthiness, taste and green orientation. The main factors in measuring consumer perceived value of food quality are healthiness and taste, followed by green orientation. In addition, consumer perceived value of food quality in Chinese fast food restaurant will positively affect their purchase intentions. The findings hope to provide a reference for the Chinese fast food industry in designing menus and enhancing the competitiveness of food products. |
本系統中英文摘要資訊取自各篇刊載內容。