蔬食消費意願之影響因素-以高雄地區為例

A study on the Factors Affecting the Consumption Willingness of Vegetarian Food – Kaohsiung city as an example

蘇崑璽(Kun-Hsi Su)

指導教授 ： 林文祥

義守大學/管理學院/管理碩博士班/碩士(2017年)

摘要

近年台灣屢屢爆發食品安全問題，讓消費者對食品安全的信心大受影響，人們開始注重自己的飲食與健康，而蔬(素)食對於健康的好處受許多論文研究的肯定，各國蔬(素)食人口都有逐漸上升的趨勢，故探討消費者選擇蔬(素)食的決定因素，進而提供蔬(素)食業者改善自身經營策略符合消費者的需求，便顯得重要。
　　本研究採問卷調查法，利用獨立樣本t檢定、單因子變異數分析、相關分析與逐步迴歸分析，得到結論如下：在性別上，女性的蔬(素)食消費意願高於男性；在職業上，軍警公教與退休者的蔬(素)食消費意願大於製造業與金融業；在宗教信仰上，佛教的蔬(素)食消費意願大於道教，基督教的蔬(素)食消費意願大於佛教、道教與無信仰；在消費者動機上，健康環保的消費動機大於宗教信仰；在消費通路上，有更多人願意到純素食餐廳與有機蔬菜店消費。最後，本研究透過逐步迴歸分析法，得到最佳消費意願模式，提供蔬(素)食業者經營策略之參考。

關鍵字

蔬(素)食 ； 通路選擇 ； 消費意願 ； 逐步迴歸分析

並列摘要

In recent years, Taiwan has repeatedly had food safety problems, so that consumers have no confidence in food safety, people began to pay attention to their own diet and health, and vegetarian benefits for health by many papers certainly affirmed, the vegetarian population has gradually increased, so explore consumers choose vegetarian factors, to provide vegetarian industry to improve business strategy to meet the needs of consumers, it becomes important.
　　In this study, we use the paired-samples t test, one-way ANOVA, correlation analysis and stepwise regression analysis to obtain the following conclusions:
　　In the gender, the vegetarian consumption willingness of women is higher than that of men. In the occupation, the government employee and retirees vegetarian consumption willingness is greater than the manufacturing and financial industry. In the religious, the vegetarian consumption willingness of Buddhism is greater than that of Taoism, Christian vegetarian consumption willingness is greater than Buddhism, Taoism and no faith; in consumer motivation, health and environmental protection of consumer motivation is greater than religious beliefs; in the channel selection, there are more people willing to pure vegetarian restaurant and organic vegetable shop. Finally, this study uses the stepwise regression analysis to obtain the optimal pattern of consumption willingness to provide a reference for the business strategy of the vegetarian industry.

並列關鍵字

Vegetarian Food ； Channel Selection ； Consumption Willingness ； Stepwise regression analysis

參考文獻

廖容萱（2009）。有機農產品的產品特性、消費者特性、情境因素對通路型態選擇及購買決策之研究。屏東科技大學農企業管理系所碩士論文。

黃琳洪（2008）。從倫理關懷探究素食主義，國立中央大學哲學研究所。

樊沛文（2008）。基隆市素食傾向的研究，國立臺北大學社會學系研究所。

楊心芬（1993）。台北市婦女茹素意向及營養知識之研究，國立臺灣師範大學家政教育學系碩士論文。

孟祥森、錢永祥（1975）。動物解放。關懷生命協會。