以創新擴散理論探討消費者對食物里程認知與態度之研究

The study on consumers’ cognition and attitude towards food miles applying Diffusion of innovation theory

巫盈儀(Ying-Yi Wu)

指導教授 ： 吳武忠

國立高雄餐旅大學/餐旅學院/餐旅管理研究所/碩士(2010年)

摘要

「食物里程」指的是食物從農場到消費者盤中的距離，為了更深入了解食物里程，本研究以創新擴散理論探討影響消費者食物里程之認知與購買態度，研究採用便利抽樣，隨機抽取樣本513份，選取其中有效問卷500份。研究方法使用t 檢定、獨立樣本單因子變異數分析、皮爾森積差相關、逐步迴歸分析，最後歸納結論與建議。
結果發現: 一、消費者認知中，以創新特質層面得分最高，其次依序為社會、溝通管道、最後則為時間。二、不同背景變項消費者在食物里程認知大部分沒有顯著的差異。三、不同背景變項消費者在購買態度大部分有顯著的差異。四、消費者「食物里程認知」與「購買態度」有顯著相關。五、食物里程認知對購買態度有部分的顯著的預測力。因此針對研究結果提出以下建議:對產業界可參考國外經驗與加強消費者溝通管道；對政府建議需加強推動食物里程，並將食物里程標籤化及建構資訊網；對教育界建議加強食物里程相關環保教育。

關鍵字

食物里程 ； 認知 ； 購買態度

並列摘要

The study aimed to understand the consumers’ cognitions and attitudes toward food miles, applying diffusion of innovation theory. The data was collected by a questionnaire, applying convenience samples. A total of 513 questionnaires were distributed. Conclusions and suggestions were made from statistical results. The major findings are as follows: (1) In consumers’ cognition, the highest score is innovation characteristics, followed by social and communication channels, and the lowest is time. (2)Consumers’ demographical variables have no significant differences on consumers’ cognition towards food miles. (3)Consumers’ demographical variables have significant differences on consumers’ purchase attitudes. (4)Consumers’ cognitions towards food miles is significantly related to consumers’ purchase attitude. (5)Consumers’ cognition towards food miles has partial significant predictability on purchase attitude.
Therefore, suggestions are offered. The industrial organizations should refer to overseas experience and strengthen the communication channels; the government should reinforce the promotion of food miles, label food miles and build websites; the school should fortify environmental education related to food miles.

並列關鍵字

food miles ； cognition ； purchase attitude

參考文獻

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