泰國消費者對棕櫚油購買動機與態度之研究

A Study on Consumer’s Motivation and Attitude toward Palm Oil in Thailand

麥卡蒙(Kamonthip Maichum)

指導教授 ： 顏昌瑞 博士 ； 鍾惠雯 博士 ； 彭克仲 博士

國立屏東科技大學/國際學院/熱帶農業暨國際合作系/碩士(2013年)

https://doi.org/10.6346/NPUST.2013.00121

摘要

本研究的目的是利用計劃行為理論來探討泰國消費者對棕櫚油的態度，動機及其消費行為。計劃行為理論模型由五大要素構成，分別為態度、社會規範、行為的控制、意向及產品消費行為。本研究對400名泰國消費者進行問卷調查。為達研究目的，本研究採用敘述統計、信賴度和平均差測試、因素分析及結構方程式模型（SEM）來分析從泰國收集到的數據。結果顯示，棕櫚油為常見的烹調用油，廣泛的使用於烹調，且消費者對棕櫚油具有高度積極性和正向的消費態度。棕櫚油的消費行為經意向和行為的控制解釋顯示具顯著正向效應預測；而意向顯著性由態度和社會規範決定。態度、社會規範及行為的控制均顯著正向影響行為意向。因此，結果表明分析模型與數據吻合。這項研究還採用描述性統計分析、信賴度試驗及平均差測試評估了消費者的購買習慣、新消息及媒體的頻率，而這些概念是高度可靠且表現顯著的。

關鍵字

敘述統計 ； 棕櫚油 ； 結構方程式模型 ； 泰國 ； 計劃行為理論

並列摘要

The purpose of this study is to investigate attitudes, motivation, and consumption of the palm oil among a group of consumers in Thailand, using an extended framework of the theory of planned behavior (Ajzen, 1991). The theory of planned behavior model consists of five constructs, namely, attitudes, social norms, perceived behavioral control, intention, and consumption behaviors of the product. The questionnaire survey was conducted with 400 consumers in Thailand. In order to achieve these objectives, the study employs the methods of descriptive analysis, test of reliability and mean difference, factor analysis, and structural equation modeling (SEM) to analyze the data collected in Thailand. The results show that palm oil is common cooking oil, broadly used cooking oil, and consumers are highly motivation and positive attitude toward consumption of the palm oil. Consumption behaviors of the palm oil is significantly positive effect predicted, and explained by intention and perceived behavioral control; intention in turn is significantly determined by attitude and social norms. Attitude, social norms, and perceived behavioral control all constructs had significantly positive effect on behavioral intention. Therefore, the results
III
indicate that the models fit well with the data. This study also assesses the factors of consumer buying habits, news information, and media frequency by employing descriptive analysis, test of reliability and mean difference, these constructs are highly reliable and appear significant.

並列關鍵字

descriptive analysis ； palm oil ； structural equation modeling ； Thailand ； theory of planned behavior

參考文獻

6. References

Aarts, H., T. Paulussen, and H. Schaalma. 1997. Physical Exercise Habit: on the Conceptualization and Formation of Habitual Health Behavior. Health Educational Research 12(3): 274–362.

Acebron, L., J. Mangin, and D. Dopico. 2000. A Proposal of the Buying Model for Fresh Food Products: the Case of Fresh Mussels. Journal of International Food and Agribusiness Marketing 11(3): 75.

Aikman, S. N., and J. S. L. Crites. 2007. Structure of Food Attitudes: Replication of Aikman, Crites and Fabrigar (2006). Appetite 49(0): 516–520.

Ajzen, I. 1991b. The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes 50(2): 179.